Mike's Hard Drink: a refreshing drink with real lemon juice from AB InBev Efes Ukraine
The drink is available in two flavors — lemon and cherry.
In the spring, AB InBev Efes Ukraine introduced Mike's Hard Drink, a new beer-based drink with real lemon juice, joining the popular category of hard-drink producers. These drinks, known for their light and refreshing taste, have different names – hard lemonade, hard drink, or birmix – depending on the alcohol base.
Hard lemonade is an alcoholic beverage that combines lemonade with alcohol, with an emphasis on the sweet lemon flavor. It is refreshing and ideal for hot weather, while hard drinks are a broader segment of alcoholic beverages, often flavored or ready-to-drink, with different bases: beer, cola, spirits. At the same time, beermixes, or beer cocktails, are a mixture of beer with soft drinks, juices or other alcohols. .
"The Beyond Beer segment has been gaining popularity lately," says Kateryna Sakharnova, Marketing Director at AB InBev Efes Ukraine, "Consumers' choices are shifting towards alternative drinks with different ingredients and flavour profiles. Consumers want to experiment, discover something new and unusual, and in the context of following a healthy lifestyle, they choose drinks with reduced sugar content or non-alcoholic beers. This has led to the growth of the Hard Drinks category in the global market, and Ukraine is no exception.
"AB InBev Efes Ukraine has always been focused on developing innovations, researching consumer tastes, and strategically expanding segments that are rapidly gaining popularity," continues Kateryna, "so our portfolio includes Mike's Hard Drink, which we are confident will find its own circle of connoisseurs in Ukraine.
The main feature of Mike's Hard Drink is real lemon juice, which gives the drink freshness, expressiveness, and a pleasant sourness. The drink is available in two flavors – lemon and cherry.
