With the aim of competing with Smirnoff Ice, the brand’s goal is to sell 24m bottles in the first year. Smirnoff Ice dominates the pre-mixed category in Brazil with around 69% of the market.
BRAZIL: Mike’s Hard Lemonade to make Brazilian debut
The Canadian pre-mixed spirit brand, Mike's Hard Lemonade, is to be launched on the Brazilian market according to press reports in Brazil. The brand is to be distributed by the Sao Paulo-based company, Destillerie Stock, which produces and distributes the Stock and Amaretto Del Corso brands.
June 25, 2002