Mike's Hard Lemonade Co. Celebrates 15 Years of Flavor and Fun

Mike's Hard Lemonade Co., best recognized for its iconic mike's hard lemonade that defined the Flavored Malt Beverage category (FMB), today celebrates 15 years of providing consumers with refreshing, innovative beverages and flavors.

mike's hard lemonade was first introduced in Boston on April Fool's Day 1999 and quickly became a phenomenon, selling two million cases in its first year. Since its inception, consumer demand for mike's has continued to grow with total sales of more than 190 million cases from coast to coast in America. i

"Looking back through the years, we have seen the progression from the original mike's hard lemonade expand into 14 different flavors and new product categories like apple ale," said Phil Rosse, president, Mike's Hard Lemonade Co. "Each has been distinctively created to match our consumer's passion for uniquely different, fun and refreshing tastes. And we're just getting started."

Refreshed Logo Design, Eye-catching Packaging & New Flavors for 2014:

New for 2014, mike's hard lemonade debuts new, more eye-catching packaging and is centering its iconic lemon-shaped logo solely on "mike's" exemplifying the personal, "first name basis" connection its loyal consumers have with the brand. The mike's portfolio has also further modernized its look and shelf presence with a new premium long-neck glass bottle.

The innovation continues with the roll out of mike's hard peach lemonade, its newest spring seasonal flavor that delivers the taste of right-off-the-tree fresh peaches, blended with the tartness of mike's signature hard lemonade. mike's FROZEN Pouches have also been bolstered with the addition of its newest flavor mango lemonade. Introduced last summer, mike's FROZEN provides consumers with a totally different way to enjoy the coldest mike's ever by delivering a smooth ice crystal-like consistency in a portable pouch.

New in 2014 is a reformulated mike's LITE hard lemonade, now sweetened with a hint of honey for an exceptionally natural taste. Available in refreshing lemonade and bold, black cherry lemonade, it delivers the full flavor that mike's loyalists have come to expect with 30 percent fewer calories than original mike's hard lemonade and the addition of a higher strength of alcohol by volume 5 percent. mike's category expansion continues with the entry of the all new mike's hard Smashed Apple Ale, handcrafted with the juice of Washington apples for an amazingly crisp and natural taste.

"Consumers, specifically millennial adults, are continually seeking out more flavor options for their broadening tastes. It is their willingness and openness that further fuels our commitment to delivering new and authentic tastes that appeal to experimental palates," Rosse said. "Quality and innovation are key components of mike's DNA and our consumers' input and interest in experiencing new flavors will continue to be an integral part in our development of new products and the future expansion of the mike's product lineup."

Mike's Hard Lemonade Co. Milestones

1999

• mike's hard lemonade first introduced in Boston on April 1

2001-2008

• mike's adds additional flavors to its product lineup such as mike's hard cranberry lemonade, mike's mike-arita and mike's hard pink lemonade

2009

• mike's introduces its HARDER line with the addition of mike's HARDER lemonade and mike's HARDER cranberry lemonade

2010

• Mike's Hard Lemonade Co. wins 'Company of the Year' Award for companies under $1 billion in revenue from Beverage World Magazine
• mike's HARDER line adds new flavors: mike's HARDER black cherry lemonade and mike's HARDER mango punch
• mike's hard black cherry lemonade is added to mike's portfolio of flavors

2011

• mike's LITE hard lemonade debuts
• Two consecutive 'IMPACT Hot Brand' awards for mike's hard lemonade

2013

• mike's introduces its FROZEN line featuring four of its most popular flavors available in single pouches ideal for summertime enjoyment
• mike's hard blood orange is introduced as part of its seasonal product lineup

About Mike's Hard Lemonade Co.

Founded in 1999, Chicago-based Mike's Hard Lemonade Co. defined the $1.7 billion flavored malt beverage category with the introduction of its ground breaking mike's hard lemonade. mike's product line is comprised of premium malt beverages including mike's hard lemonade, mike's FROZEN hard lemonade, mike's hard Apple Ale, mike's HARDER lemonade, mike's HARDER punch and mike's classic margarita. For more information, visit www.facebook.com/mikeshardlemonade.

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