Mike's Hard Lemonade Company: Hard Day campaign

Mark Lane

Mike's Hard Lemonade Company, a Lakewood, Colorado-based subsidiary of Vancouver's the Mark Anthony Group Inc., in 1999 introduced Mike's Hard Lemonade, a sweet, malt-based alcoholic beverage vying for a place among an emerging group of products commonly called "malternatives." Malternatives, or ready-to-drink alcoholic beverages reminiscent of sodas and other sweet nonalcoholic drinks, were aimed at young people who wanted the experience and cachet of drinking alcohol but who did not care for the taste of beer, wine, or hard liquor.

Mike's Hard Lemonade Company: Hard Day campaign

Mark Lane

OVERVIEW

Mike's Hard Lemonade Company, a Lakewood, Colorado-based subsidiary of Vancouver's the Mark Anthony Group Inc., in 1999 introduced Mike's Hard Lemonade, a sweet, malt-based alcoholic beverage vying for a place among an emerging group of products commonly called "malternatives." Malternatives, or ready-to-drink alcoholic beverages reminiscent of sodas and other sweet nonalcoholic drinks, were aimed at young people who wanted the experience and cachet of drinking alcohol but who did not care for the taste of beer, wine, or hard liquor. In an effort to establish a clear brand image in...

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