Palm Breeze: Vacay Every Day

This case study details how Palm Breeze, a flavoured malt beverage, succeeded in generating awareness and market penetration in the United States by targeting millennial women and becoming their friend as well as a trusted companion in their getaway time with girlfriends.

Brand: Palm Breeze

Company: Mike's Hard Lemonade

Agency: Trisect

Background

Flavoured Malt Beverages (FMBs) are beverages brewed with malt (like beer) and including natural or artificial flavours and/or colours to make them appear and taste like wines, colas, ciders and other alcoholic drinks. Historically, these products have been a niche segment stereotyped as either "Amateur Hour" drinks because they're easy to drink (see brands like Zima and Smirnoff Ice) or as "High- Octane Party-Starting" drinks because of their high ABV content (see FOUR LOKO and Steel Reserve).

But the FMBs of today are nothing like the FMBs...

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