MillerCoors pilots Arnie’s Hard Iced Tea, Hard Lemonade
MillerCoors is set to test out its two new hard beverages, following the successful launch of Arnold Palmer Spiked.
The new Arnie’s Spiked Iced Tea and Arnie’s Spiked Lemonades contain 5% ABV, and will launch in four markets across the United States including: Columbus, Las Vegas, Pittsburgh and Albany.
“It did really well for us, and about 50% of the volume was sourced directly from spirits, bringing new people back into our category. So we asked ourselves ‘what else can we do?’” MillerCoors’ chief marketing officer, Michelle St. Jacques said. “With the line extensions, MillerCoors is “continuing to build on the momentum we had in year one and build into new spaces. This is just one example of identifying those next opportunities and moving with speed.”
Created in partnership with Hornell Brewing, a unit of AriZona Beverages, the drinks aim to bring consumers to the hard iced tea and hard lemonade spaces, the companies said.
“We’ve been talking about the need to be fast, messy and awesome. It’s all about moving with speed over perfection. Taking smart risks. Connecting with consumers. Trying new things in the marketplace. And throwing gasoline on what is working, and stopping the things that aren’t working,” St. Jacques said. “We need to be sprinting, and that’s the way we’re going to continue to win.”
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