In the Doghouse

Tropical Alcopop Targets Millennial Women

November 30, 2015

palm breeze 300
Mike’s Hard Lemonade (Mark Anthony Group) has joined a trend with its Palm Breeze spritzer, stating that the new brand is focused on Millennial women. Dressed in a breezy tropical look, Palm Breeze sits in a cold case with other sweet, fizzy, dangerous alcopops.

Mike’s has stated that it is filling a market gap, "designed specifically to appeal to the 11 million millennial women that annually drink more than 13 million cases of flavored malt beverages" with, among other promotional factors, a lower alcohol by volume (ABV). Mike's hopes the carbonated beverage will evoke a tropical vacation feeling from a can and become a daily favorite among Millennial women. Put another way, the fruit-flavored, inexpensive, lower ABV alcopop will make it easier for girls to start drinking, and encourage young women to drink more often.

Females experience more negative effects from alcohol than males. Binge drinking in young women has increased over the last decade, fueled predominantly by flavored alcoholic beverages/alcopops. In that regard Mike's is not only contributing to a trend; it's a leader.