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 of yesterday. Consumer demand for more flavourful adult beverages has been rising rapidly over the past few years, and this macro trend has been the driving force behind the mainstream success of the craft beer and flavoured spirits segments.

Now, it's time for FMBs to shine. In the last two years alone there have been 56 new FMB products launched (ClientResearch, Aug 2015) and the world's biggest brewers (Anheuser-Busch InBev and MillerCoors) introduced Bud Light Lime-A-Rita, Mixxtail and Redd's Apple Ale with marketing rigor and massive media investment. All this interest from big brands, with even bigger budgets, has made it that much harder for smaller FMB brands to stand out, and especially so for Palm Breeze: a new-to-the-world brand as of March 1, 2015.

Strategy