Mark Anthony Brands (MAB) has “a job to do” to revitalize and stabilize the legacy Mike’s Hard Lemonade franchise, president David Barnett shared with Brewbound last week.
The brand’s top-selling package, its variety pack, is declining 22.8% in dollars and 23.8% in volume YTD through mid-May in Circana retail scans.
In Part 2 of our conversation with Barnett, he shares an update on the Mike’s Hard and Cayman Jack pieces of MAB’s FMB portfolio.
Catch up on Part 1: White Claw’s 4-Pronged Future Focus; Zero Proof Rebrand, ClawTails Launch, Core Nostalgia
The work on Mike’s Hard begins with a new “Go Hard” campaign for summer aimed at 21- to 29-year-old consumers and will continue with new products, a packaging renovation and partnerships that will ramp up in 2026, Barnett said.
The company is in the early stages of transitioning Mike’s Hard 6-pack bottles to cans, testing the move in several markets now, Barnett shared. A shift to can packages will open up more summer-focused occasions (pools, lakes, beaches, etc.) where glass cannot go, he added.
Although most glass is being phased out, two Mike’s glass SKUs will remain: Its core lemonade 6-packs and variety 12-packs, Barnett said. They’ll also have can options.
“The OG will be in cans and bottles, and then all the other flavors will swap to cans,” he explained.
Cayman Jack Becoming Meaningful Part of MAB’s Biz
Cayman Jack, the 5.8% margarita brand, is “becoming a pretty sizable, meaningful brand” for MAB, Barnett shared. And the “growth runway” for the brand remains long, he added.
YTD through May 18, the Cayman Jack brand family is the 25th largest in the beer category in Circana-tracked off-premise retail scans. Dollar sales topped $97.1 million, growing 10.6%, while volume increased 7.3% YTD.
To continue that growth trajectory, MAB has introduced Cayman Jacked, a 10% ABV 19.2 oz. single-serve with two SKUs (Margarita and Strawberry Margarita).