Brand: Palm Breeze
Company: Mike's Hard Lemonade
Agency: Trisect
Background
Flavoured Malt Beverages (FMBs) are beverages brewed with malt (like beer) and including natural or artificial flavours and/or colours to make them appear and taste like wines, colas, ciders and other alcoholic drinks. Historically, these products have been a niche segment stereotyped as either "Amateur Hour" drinks because they're easy to drink (see brands like Zima and Smirnoff Ice) or as "High- Octane Party-Starting" drinks because of their high ABV content (see FOUR LOKO and Steel Reserve).
But the FMBs of today are nothing like the FMBs...