Mike's Hard Lemonade Co. Launches 8 oz. Cans

Three Beverages Available in 12-packs of Sleek® Cans from Rexam

CHICAGO – Mike's Hard Lemonade Co. has expanded its packaging mix to include 8 oz. cans. The company has launched three of its beverages - mike's HARDER® lemonade, mike's HARDER black cherry lemonade and mike's hard® smashed apple ale - in Sleek cans® from Rexam.

"This unique packaging option is another way that we are responding to the needs and wants of our customers who are increasingly looking for ways to incorporate their favorite drinks into their busy, on-the-go lives," said Ignacio Sola, senior director of marketing for Mike's Hard Lemonade Co. "It's an excellent opportunity for us to expand our reach and bring our popular adult beverages to even more consumers."

Across the Progressive Adult Beverage category, these smaller serving sizes continue to grow in popularity, with sales of 8 oz.-can 12-packs increasing 237 percent compared to last year(i), and based on an internal consumer research study, they represent a growth opportunity for the company as 52 percent of those currently drinking the 8 oz. mike's HARDER lemonade say it is in place of a spirit or cocktail. (ii)

Mike's Hard Lemonade Co. is credited with pioneering the Flavored Malt Beverage (FMB) category, and for 15 years, the company has been providing consumers with refreshing and innovative beverages. The addition of 8 oz. cans comes on the heels of the company's recent debut of new packaging that focuses its lemon-shaped logo solely on the word "mike's" to highlight the "first name basis" connection its consumers have with the iconic brand.

Rich Grimley, president and CEO, Rexam BCNA, says the 8 oz. Sleek can is an excellent addition to help Mike's continue to broaden its reach. "Our 8 oz. Sleek can is a distinctive package that attracts attention on retail shelves with colorful, eye-catching graphics, while also delivering superior recycling, filling, distribution and display economics that make good business sense."

Mike's 12-packs of 8 oz. cans are currently available at major grocery, liquor and convenience stores nationwide. They're also available in single servings, making this updated packaging an ideal trial opportunity for consumers looking to explore new flavors and products.

About Mike's Hard Lemonade Co.

Founded in 1999, Chicago-based Mike's Hard Lemonade Co. defined the $1.7 billion flavored malt beverage category with the introduction of its ground breaking mike's® hard lemonade. mike's® product line is comprised of premium malt beverages including mike's® hard lemonade, mike's® FROZEN hard lemonade, mike's® hard Apple Ale, mike's HARDER® lemonade, mike's HARDER® punch and mike's® classic margarita.

About Rexam

Rexam is a leading global beverage can maker. We are business partners to some of the world's most famous and successful consumer brands. Our vision is to be the best beverage can maker in the world.

We have 55 can making plants in more than 20 countries and employ around 8,000 people. In 2013 our sales were in the region of $6.5 billion. Rexam is a member of the FTSE 100 and its ordinary shares are listed with the UK Listing Authority and trade on the London Stock Exchange under the symbol REX. Visit www.rexam.com for further information.


(ii) SOURCE: Internal Consumer Research Study by Kelton Global


CONTACT: Katie Feltz, MSLGROUP for Mike's, 312-861-5256; or Jennifer Cumbee, Rexam, 773-399-3035

Web Site: http://www.rexam.com  

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