Mike's Hard Lemonade has launched two new TV spots to support its entry into the beer and cider categories.

The “Never Not a Good Time” ads are now airing on cable stations, the Chicago-based company said today (23 May). They feature actor Martin Landau and rapper Coolio and carry the tagline “It's Never Not a Good Time for a Refreshing Mike's”.

“The goal of this year's campaign is to challenge consumers to think of Mike's for any and every drinking occasion," Mike's president Kevin Kotecki said.

This year, the flavoured malt beverage maker launched its first beer and cider brands, Mike's Authentic Shandy and Mike's Hard Smashed Apple Cider. It also unveiled Mike's Hard Lemonade Frozen, which put four flavours into freezable pouches.

The new ads are part of Mike's second campaign with agency Grey New York after last year's summer push.