Recognizing that consumers crave nostalgic flavors, the makers of Mike's Hard Lemonade are introducing Mike's Hard Freeze to remind people of "simpler times and carefree days." This new collection of refreshing, sessionable beverages take cues from popular slushy flavors like Blue Freeze (blue raspberry,) Red Freeze (classic red cherry,) White Freeze (chilled creamsicle) and Pink Freeze (pink lemonade.)
Complete with nostalgic packaging, Mike's Hard Freeze comes in at 5% ABV and 12-can variety packs, as well as single-serve cans for select flavors.
To kick off the introduction of these new drinks, the brand is launching a summer campaign that pulls people into the Freeze Factory, described as "a magical place where the colors, flavors, and influences of the 90s are infused into every can."
Throwback Hard Lemonades
Nostalgic Mike's Hard Freeze Beverages Feature 90s-Style Slushy Flavors
Trend Themes
1. Nostalgia-based Beverages - Opportunity for beverage companies to leverage the trend of nostalgic flavors and packaging to create new product lines and attract consumers seeking the comfort of simpler times.
2. Sessionable Beverages - The trend of low-ABV, refreshing drinks offers a space for innovation in the beverage industry, particularly in the summer months.
3. Experiential Branding - Opportunity for companies to create immersive, nostalgic experiences for consumers through interactive marketing campaigns and themed events.
Industry Implications
1. Alcoholic Beverages - The introduction of nostalgic flavors and packaging creates an opportunity for alcohol manufacturers to attract and retain consumers looking for unique and memorable drink experiences.
2. Soft Drinks - Non-alcoholic soft drink companies can leverage the trend of nostalgia-based flavors to create new product lines and strengthen brand loyalty among consumers seeking familiar tastes.
3. Marketing and Advertising - Experiential branding campaigns can create engagement and emotional connections with consumers, making them more likely to remember and continue supporting a brand.