mike’s hard lemonade
Hardly the usual.

We knew we’d never get guys to give up their beer, but we did think that we could make mike’s a refreshing alternative to beer and even a great complement to it. TV was the most visible medium, but radio and POP (on and off premise) also worked hard for us. Plus, we spent a good bit of time targeting the all-important distributor with print, promotions, and annual events that made them the most rabid mike’s loyalists.