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Mike’s Hard is about to get harder.
The Mark Anthony Group, known for its Mike’s Hard Lemonade, is entering the premium malt cocktail category. The company will allocate some of its $36 million 2006 marketing budget to promote its new products, Mike-arita (9.9 percent alcohol by volume versus 5 percent for Mike’s Hard Lemonade) and Mike’s Hard Frozen Lemonade (11.9 percent abv), which launches around Memorial Day with sampling efforts.
The two new products are made with a patented technology that renders the malt base tasteless and odorless.
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