mike’s hard lemonade® Pairs with Celebrity Chef Spike Mendelsohn in New July 4th Consumer Promotion

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An Unconventional Take on the All-American Barbecue, Traditional Recipes Reinvented & ‘Spiked’ with mike’s® New Beverage Innovations

Mike’s Hard Lemonade Co. announced today a partnership with celebrity chef and former Top Chef contestant Spike Mendelsohn in support of an exciting July 4th consumer promotion beginning June 19th. The in-store promotion offers one lucky winner and 11 friends the chance to win a trip to New York City to attend a private barbecue hosted by Spike. On the heels of the launch of mike’s® new advertising campaign, “It’s Never Not a Good Time for a Refreshing mike’s,” the brand reminds consumers that Independence Day is no exception.

To set the tone for summer grilling season, Chef Spike hosted an exclusive July 4th themed BBQ in New York June 13th to sample some awesomely different All-American dishes. Created by Spike and inspired by mike's, Mendelsohn created three unconventional yet delicious recipes infused with new mike’s products including, mike’s hard lemonade® FROZEN and mike’s hard™ Smashed Apple Cider, while pairing perfectly with the popular, mike’s® authentic shandy™.

“Cooking is all about having fun and expressing creativity, and I truly enjoy putting a refreshing twist spin on classic dishes,” said Chef Spike Mendelsohn. “Partnering with mike’s to shake things up for a modern Fourth of July menu allowed for just that.”

mike’s “Spiked” recipes and pairings include:

  •     mike’s classic margarita™ FROZEN Oyster Shooters – The oyster is rimmed with salt then topped with mignonette sauce and a gratine of mike’s classic margarita FROZEN
  •     mike’s hard Anything Goes Grilled Catfish Tacos – Paired with mike’s® authentic shandy™, a blend of hard lemonade and crisp lager, this dish is marinated in a spicy jerk seasoning and topped with guacamole and pico de gallo
  •     mike’s hard Smashed Apple Cider Braised Ribs – Infused with mike’s hard™ Smashed Apple Cider in the BBQ sauce, this dish is braised and pressure cooked to perfection with mike’s hard Smashed Apple Cider Crisp Apple, garlic cloves, allspice and cinnamon

“We wanted to give consumers mike’s take on this All-American holiday which is centered around entertaining and refreshing, summer fun,” said Sanjiv Gajiwala, Director of Marketing Activation, Mike’s Hard Lemonade Co. “This year, mike’s has debuted innovative products like our first-ever beer, mike’s authentic shandy, our authentic cider, mike’s Smashed Apple Cider, and the coldest most convenient mike’s yet, mike’s hard lemonade FROZEN pouches. We’re giving consumers the chance to declare independence from typical beer with more flavor from mike’s.”

Best known for competing on Bravo’s Top Chef series, Spike first appeared on Top Chef: Chicago, then went on to Top Chef All-Stars and Life After Top Chef, as well as Food Network’s Next Iron Chef: All-Stars and Next Iron Chef: Redemption. Spike has also authored, The Good Stuff Cookbook, featuring American comfort food classics and favorites for home cooks. Later this month, Spike will open his third restaurant, Bernaise, in Washington, D.C.

This summer, mike’s has been spreading the word that it’s truly “Never Not a Good Time for a Refreshing mike’s” by celebrating the season’s top social occasions with consumers, including Cinco de Mayo, Memorial Day, Fourth of July and Labor Day. Throughout the course of the summer, consumers will have the chance to win more than 4,700 prizes, including four exciting grand prize experiences, through a national on-package promotion.

The promotion to win a barbecue with Spike Mendelsohn and 11 friends this summer officially begins at 12:00 a.m. Central Standard Time (CST) on June 19, 2013 and ends at 11:59:59 p.m. CST on August 20, 2013. To participate in the promotion, entrants must enter a code located inside specially marked can or bottle packages of mike's hard lemonade for a five or six digit alphanumeric code at http://www.mikescodes.com.
To learn more about mike’s hard lemonade, its summer promotions and beverages, visit http://www.mikeshard.com or http://www.facebook.com/mikeshardlemonade.

About Mike's Hard Lemonade Co.
Founded in 1999, Chicago-based Mike’s Hard Lemonade Co. defined the $1.7 billion dollar flavored malt beverage category with the introduction of its ground breaking mike’s hard lemonade®. mike’s® product line is comprised of premium malt beverages including mike’s hard lemonade®, NEW mike’s hard lemonade® FROZEN, NEW mike’s® authentic shandy™, NEW mike’s hard™ Smashed Apple Cider, mike’s HARDER lemonade®, mike’s HARDER® punch and mike’s classic margarita™. For more information, visit facebook.com/mikeshardlemonade.

MIKE’S IS HARD. SO IS PRISON. DON’T DRIVE DRUNK.® ©2013 Mike’s Hard Lemonade Co., Chicago, IL. http://www.mikeshard.com ™ is a trademark and ® is a registered trademark of Mike’s Hard Lemonade Co.

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Kelly Sinatra
Grey Group
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