Mike’s Spending More, Gaining More

Last week I spoke with Mark Anthony Brands (mike's hard lemonade) General Manager Anat Baron, who I caught at her desk in the early morn of July 5. Mike's is one of the extraordinary stories in the beverage business. Recall that mike's hit New England in 1999 and had almost instantaneous wild success with no advertising or marketing to speak of. It was the brand that created the modern malternative category, and paved the way for later successes like Smirnoff