Palm Breeze

Vacay Every Day

Retail Product Display

In 2015, Mike’s Hard Lemonade Co. discovered that although 11 million millennial women annually drink more than 13 million cases of flavored malt beverages, they’ve been largely overlooked by traditional beer companies.*  To fill the gap in the market, they launched Palm Breeze, a remarkably light sparkling alcohol spritz available in two refreshing flavors – Ruby Red Citrus and Pineapple Mandarin Orange. Mike’s Hard Lemonade Co.’s objective was to build on the tropical trend that’s currently happening in the food and beverage industry as well as inspire women to turn any girl get-together into a “vacay every day”. To gain distributor and retailer excitement, Madden sent out kick-off kits introducing the brand. For the national launch, we brought to life the idea of an island escape . This was communicated through various in-store elements across all channels. To encourage trial, we created various tropical-themed retail displays that featured everything from beach chairs and umbrellas to paddle boards, pool toys and swimsuits. The results: greater brand awareness, increased sales and more girlfriend time – cheers to that! 1Kelton Research 2014