Palm Breeze: Vacay Every Day

This case study details how Palm Breeze, a flavoured malt beverage, succeeded in generating awareness and market penetration in the United States by targeting millennial women and becoming their friend as well as a trusted companion in their getaway time with girlfriends.

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 ha

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