Mike's Hard Lemonade goes in a smaller direction
June 17, 2014
Source: CHICAGO BUSINESS JOURNAL
Smaller can be better. And popular too. Just ask Mike’s Hard Lemonade.
The Chicago-based flavored malt beverage maker said today it is rolling out a new 8-ounce can for three of its beverages — Mike’s Harder Lemonade, Mike’s Harder Black Cherry Lemonade and Mike’s Hard Smashed Apple Ale.
Mike’s new 8-ounce container, dubbed the “Sleek” can and manufactured by Rexam, a global beverage can manufacturer, is being introduced in the wake of research that indicates a growing demand for smaller individual portions in the Progressive Adult Beverage category that Mike’s Hard Lemonade Co. occupies. Sales of 12-packs of adult beverages in 8-ounce cans reportedly have increased 237 percent year over year, according to a new study by research firm Kelton Global.
Noted Ignacio Sola, senior director of marketing for Mike’s: “This unique packaging option is another way that we are responding to the needs and wants of our customers who are increasingly looking for ways to incorporate their favorite drinks into their busy on-the-go lives.”
Rexam CEO Rich Grimly said of the new Sleek can: “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.”
The move into 8-ounce containers comes after Mike’s recent debut of new packaging that focuses on the brand’s lemon-shaped logo and the word “Mike’s.” The new packaging aims to strengthen the “first name” connection consumers have with Mike’s Hard Lemonade.
Rexam has 55 can-making plants in more than 20 countries and employs around 8,000 people.
Founded in 1999, Mike’s Hard Lemonade moved its headquarters from Seattle, WA. to Chicago in 2013.