Mike’s Hard Lemonade Begins Review

NEW YORK Mike’s Hard Lemonade has sent questionnaires to about 10 agencies nationwide as the first step in a review for its $10-15 million advertising account, sources said.

The Ad Store in New York, whose last work was a single spot for Mike’s Light called “Single Carb,” currently holds the business. The agency said it plans to defend but declined further comment. In addition to lemonade, the company sells iced tea, lime and cranberry flavors as well.

Sources said that Mike’s, which likes to present itself as the guys next door, has selected agencies that reflect that.

The Lakewood, Colo., client declined comment while the consultant, Kelton Research in Los Angeles, said it is working with Mike’s Hard Lemonade on a project, but would not elaborate.