Beverage Industry

Mike’s Hard Lemonade pairs with Celebrity Chef Spike Mendelsohn

Partnership pairs FMBs with summer dishes in support of summer campaign

June 18, 2013

Chicago-based Mike’s Hard Lemonade Co. announced a partnership with celebrity chef and former “Top Chef” contestant Spike Mendelsohn in support of its July 4 consumer promotion, which begins June 19. The in-store promotion offers one winner and 11 friends the chance to win a trip to New York City to attend a private barbecue hosted by Spike.

On the heels of the launch of Mike’s new advertising campaign, “It’s Never Not a Good Time for a Refreshing Mike’s,” the brand is celebrating the season’s social occasions with consumers and Independence Day is no exception.

To set the tone for summer grilling season, Mendelsohn hosted an exclusive July 4-themed barbecue in New York on June 13 to offer samples of different all-American dishes. Created by Mendelsohn and inspired by Mike's, the chef created three recipes infused with new Mike’s products, including Mike’s Hard Lemonade Frozen and Mike’s Hard Smashed Apple Cider, and paired other dishes with Mike’s Authentic Shandy.

“Cooking is all about having fun and expressing creativity, and I truly enjoy putting a refreshing twist spin on classic dishes,” Mendelsohn said in a statement. “Partnering with Mike’s to shake things up for a modern Fourth of July menu allowed for just that.”

Mike’s “Spiked” recipes and pairings include the following dishes: Mike’s Classic Margarita Frozen Oyster Shooters, oysters rimmed with salt and topped with mignonette sauce and a gratiné of Mike’s Classic Margarita Frozen; Mike’s Hard Anything Goes Grilled Catfish Tacos, a dish marinated in a spicy jerk seasoning, topped with guacamole and pico de gallo, and paired with Mike’s Authentic Shandy; and Mike’s Hard Smashed Apple Cider Braised Ribs, which are infused with Mike’s Hard Smashed Apple Cider in barbecue sauce and braised and pressure cooked with the cider, garlic cloves, allspice and cinnamon, the company says.

“We wanted to give consumers Mike’s take on this all-American holiday, which is centered around entertaining and refreshing, summer fun,” said Sanjiv Gajiwala, director of marketing activation for Mike’s Hard Lemonade Co., in a statement. “This year, Mike’s has debuted innovative products like our first-ever beer, Mike’s Authentic Shandy; our authentic cider, Mike’s Smashed Apple Cider; and the coldest, most convenient Mike’s yet, Mike’s Hard Lemonade Frozen pouches. We’re giving consumers the chance to declare independence from typical beer with more flavor from Mike’s.”

In addition to the Fourth of the July, Mike’s “Never Not a Good Time for a Refreshing Mike’s” campaign that highlights seasonal celebrations included Cinco de Mayo and Memorial Day and will include Labor Day later this year. Throughout the course of the summer, consumers will have the chance to win more than 4,700 prizes, including four exciting grand prize experiences, through a national on-package promotion, the company says.

The promotion to win a barbecue with Mendelsohn and 11 friends this summer officially begins at 12:00 a.m. CST on June 19 and ends at 11:59:59 p.m. CST on Aug. 20. To participate in the promotion, entrants must enter a code located inside specially marked can or bottle packages of Mike's Hard Lemonade for a five- or six-digit alphanumeric code at www.mikescodes.com.

To learn more about mike’s hard lemonade, its summer promotions and beverages, visit www.mikeshard.com or www.facebook.com/mikeshardlemonade.