Made with Real Character

Mike’s is back and bolder than ever, with a plan to win over those who crave real originality.

The new era of Mike’s begins today with Mike’s Dirty Lemonade. It’s a twist on the viral dirty soda trend that could only come from the OG of Hard Lemonade, turning 27 on April 1. Mike’s Dirty Lemonade is uncarbonated for incredible smoothness, blending wild new flavors like hot honey, cherry spice, creamy coconut, and more.

Mike’s Dirty Lemonade is the first step in an even bigger move for Mike’s: The launch of its “Made with Real Character” platform. Mike’s is the original hard lemonade that created the category. Made with Real Character represents the brand’s renewed, deep investment in the next wave of drinkers who have a cultural thirst for what feels original, unfiltered, and individual — particularly Gen Z males (21+). It includes a long-term campaign with breakthrough creative, greater cultural relevance, and disruptive innovation, all rooted in the flavor, attitude, and originality that have long defined Mike’s.

As part of its larger marketing investment, Mike’s is expanding its presence through partnerships and pop-culture integrations, including a multi-year deal as the Official Hard Lemonade Partner of TGL presented by SoFi, the primetime team golf league. Mike’s will also appear in a streaming series premiering this summer, alongside brand sampling activations and influencer partnerships rolling out all season. Together, these efforts reflect a more ambitious strategy designed to expand Mike’s cultural footprint and bring the brand into new spaces, new conversations, and new audiences.

“Made with Real Character” comes to life on the can and in a campaign starring main characters Sonny, Cal, and Tina, lively lemons with lumps, bumps, thick rinds, gnarly edges — three unique lemons with one unique taste, representing the real character Mike’s is known for. Whether they’re chilling in a Jacuzzi or stirring up a little trouble, these quirky lemons reflect a broader change in drinking culture, as people gravitate toward unique flavor combinations that feel more personal, unexpected, and true to their tastes.

“This marks a decisive shift for Mike’s,” said Kevin Brady, VP of Marketing, Mike’s Hard Lemonade. “We’re approaching the market with more clarity, more confidence, and a much bigger ambition for what Mike’s can become — a brand with greater relevance and stronger momentum.”

Mike’s Dirty Lemonade is available nationwide in 12-count variety packs (12 oz cans) and single serve (24 oz cans). Mike’s Dirty Lemonade is 4.5% alc/vol and comes in four standout swirled flavors:

Dirty Lemon Secret: Bright citrus with a tart snap, balanced by just the right touch of sweetness and hot honey flavor.

Dark Cherry Brew: Lush cherry and citrus layered with warm cherry spice flavors and a cola-like finish for added depth.

Very Berry Grape: Juicy grape and bright lemon, blended together with a medley of tangy berry flavors.

Pineapple Haze: Ripe pineapple and lemon rounded out with creamy coconut notes.

“We’re seeing encouraging early response from consumers, which gives us confidence in where this brand is headed,” Brady added. “Dirty Lemonade is an exciting introduction to this next chapter, but it’s only one part of a much bigger transformation in how Mike’s shows up, connects, and grows.”

To find Mike’s Dirty Lemonade near you, explore what it means to be “Made with Real Character” and meet Sonny, Cal & Tina, visit mikeshard.com/locator/ and follow @MikesHardLemonade on Instagram, TikTok, Facebook & YouTube and @MHL on X.