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Beverage Packaging / Materials / Cans & bottles / Vertical Markets / Rigid Containers / Spirits

Hard lemonade launches eight-ounce cans

Three beverages available in 12-packs of Sleek Cans from Rexam

June 24, 2014
Trans

Mike’s Hard Lemonade Co. has expanded its packaging mix to include 8-ounce cans. The company has launched three of its beverages – mike’s HARDER® lemonade, mike’s HARDER black cherry lemonade and mike’s hard® smashed apple ale – in Sleek cans® from Rexam (rexam.com).

"This unique packaging option is another way that we are responding to the needs and wants of our customers who are increasingly looking for new ways to enjoy their favorite mike’s drinks,” says Kyle Wortham, senior director of marketing for Mike's Hard Lemonade Co. “Consumers also love to share the 8-ounce-can 12-packs at social occasions and offer their friends new refreshing, flavorful drinks.”

Across the Progressive Adult Beverage category, these smaller serving sizes continue to grow in popularity, with sales of 8-ounce-can 12-packs increasing 237% compared to last year, and based on an internal consumer research study, they represent a growth opportunity for the company as 52 percent of those currently drinking the 8-ounce mike’s HARDER lemonade say it is in place of a spirit or cocktail.

Mike’s Hard Lemonade Co. is credited with pioneering the Flavored Malt Beverage (FMB) category, and for 15 years, the company has been providing consumers with refreshing and innovative beverages. The addition of 8 oz. cans comes on the heels of the company’s recent debut of new packaging that focuses its lemon-shaped logo solely on the word “mike’s” to highlight the “first name basis” connection its consumers have with the iconic brand.                   

Rich Grimley, president and CEO, Rexam BCNA, says the 8--ounce Sleek can is an excellent addition to help Mike’s continue to broaden its reach. “Our 8-ounce Sleek can is a distinctive package that attracts attention on retail shelves with colorful, eye-catching graphics, while also delivering superior recycling, filling, distribution and display economics that make good business sense.”

Mike’s 12-packs of 8-ounce cans are currently available at major grocery, liquor and convenience stores nationwide. They’re also available in single servings, making this updated packaging an ideal trial opportunity for consumers looking to explore new flavorsand products.

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