Mike's Hard Lemonade Launches Road Trip

Mike's Hard Lemonade, a lemon malt beverage, is implementing a nationwide consumer promotion to celebrate the well-earned drink that comes at the end of a hard day. The promotion kicks off later this month and will be supported in local markets at convenience stores with point-of-sale (POS) displays and graphics.

Four promotional party wagons will make appearances in several key markets -- Chicago, Los Angeles, San Diego, Dallas/Fort Worth and Miami -- throughout the third quarter. The promotion will culminate in October with a national sweepstakes for a chance to win Mike's Ultimate Party Wagon, a full-size RV complete with a video game player, big-screen TV with DVD, stereo system and two mountain bikes.

"We're thrilled to work with our on- and off-premise accounts and radio partners to reach out to adult consumers of legal drinking age with a program that presents a great sense of fun," said Todd Martin, vice president of national accounts and customer marketing for Mike's Hard Lemonade Co.
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