Steve Kaye New Products Inc
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Case Histories

Steve Kaye Case History Mike'sMike's Hard Lemonade


Mike's Hard Lemonade hired us to develop a flavor extension strategy, following Original Mike's Hard Lemonade and Mike's Hard Iced Tea.

Key Insights/Recommendation/History:

We explored a variety of flavor strategies, including other fruits/citrus, "Mike's Hard Lime" and Mike's "Light. " The lime was a logical variation on Lemonade. The idea of a "light" Lemonade was especially appealing to women, who drink Mike's as an alternative to beer. Light beer is a huge segment of the beer category, with lower calories.