New Palm Breeze Sparkling Alcohol Spritz Offers a 'Vacay Every Day'

Refreshingly light flavored malt beverage invites consumers to pour a glass of paradise

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Apr 01, 2015, 02:25 ET

CHICAGO, April 1, 2015 /PRNewswire/ -- This spring, reset your watch to island time and kick back with the tropical flavors of new Palm Breeze, a remarkably light sparkling alcohol spritz on shelves now.

Filling a gap in the market, the new brand is designed specifically to appeal to the 11 million millennial women that annually drink more than 13 million cases of flavored malt beverages¹ – none of which target them directly. Until now. Palm Breeze makes any day feel like a tropical getaway, turning a girl time get-together into a "vacay every day."

New Palm Breeze makes any day feel like a tropical getaway, turning any get-together into a "vacay every day."

Bringing to life the idea of an escape, Palm Breeze hits shelves with a fully integrated marketing program, ranging from a "vacay every day" launch event for consumers in Los Angeles to digital creative and media integrations with Instagram, PopSugar, TMZ, Us Weekly and xoJane. Additionally, a series of experiential events with Blo Blow Dry Bar and Gilt Groupe will take place in Austin, Dallas, Los Angeles, New York City, San Diego and Washington, D.C.

To ensure Palm Breeze intersects with a variety of millennial women's passion points, the brand is also collaborating with food, fashion, beauty, lifestyle and decor bloggers Cassandra LaValle of Coco + Kelley, Claire Sulmers of Fashion Bomb Daily, Gaby Dalkin of What's Gaby Cooking? and Melissa Johnson of Best Friends for Frosting to develop branded content throughout the summer.

The 4.5% ABV Palm Breeze is available in two endlessly refreshing flavors:

Ruby Red Citrus – Grapefruit was originally called "The Forbidden Fruit" when discovered in the Caribbean. But now the sinfully refreshing taste of fresh-cut citrus and grapefruit can be enjoyed all day long and into the night with this crisp, light flavor, which finishes clean with a bit of zip from the carbonation of the "spritz."
Pineapple Mandarin Orange – One of the "Seven Wonders of Barbados," the pineapple has been used as a symbol of hospitality and celebration for centuries, making this a fitting drink for the next girls' night in. Its fragrant blend of pineapple and orange is like a tropical escape for your mouth, and pairs well with ginger, making it a perfect takeout accompaniment.

Available in a 6-pack with a retail price of $6.99 anywhere alcohol is sold, Palm Breeze is the newest product line from flavor leader Mike's Hard Lemonade Co.

"Millennial women have been largely overlooked by traditional beer companies," said Sanjiv Gajiwala, vice president of marketing, Mike's Hard Lemonade Co. "For these women, being with their girlfriends is an escape – from work, from errands, and from whatever else life throws their way. And Palm Breeze is created specifically to be a part of these moments while simultaneously building on the tropical trend we're seeing overall in food and beverage to ultimately inspire women to turn any girl get-together into a getaway."

To find Palm Breeze nearby and to learn more, visit www.drinkpalmbreeze.com.

¹ Kelton Research 2014

Contact Information:
MSLGROUP – Andrea Latta
[email protected]; 312-861-5240

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SOURCE Palm Breeze