In a world shaped by filters, pressure, and constant comparisons1, Mike’s Hard Lemonade is championing what’s real.
The brand unveils “Made with Real Character,” a new platform celebrating individuality, imperfection, and the power of showing up as you are. Leading the launch are Sonny, Cal, and Tina: three unique lemons, one unmatched taste – representing the character of Mike’s itself. They’re bold, zesty, and a little rough around the edges but unapologetically themselves. And while they may be fantastical, their attitudes are dead-on refreshing. Not polished. Not pretending. Just real.
The campaign connects with a generation that values authenticity but navigates spaces that often reward performance2. Gen Z is increasingly drawn to what feels genuine, unfiltered, and true to self – making character, not perfection, the new standard.
At the center of the launch is Mike’s Dirty Lemonade (4.5% alc/vol), the boldest innovation yet from the original hard lemonade that created the category 27 years ago, on April 1. Inspired by the viral dirty soda trend, Mike’s Dirty Lemonade is a smooth, non-carbonated take on hard lemonade that blends unexpected flavours with a do-it-your-own-way attitude.
Available in the US, Mike’s Dirty Lemonade comes in four standout varieties:
- Dirty Lemon Secret: Bright citrus with a tart snap, balanced by just the right touch of sweetness and hot honey flavour.
- Dark Cherry Brew: Lush cherry and citrus layered with warm cherry spice flavours and a cola-like finish for added depth.
- Very Berry Grape: Juicy grape and bright lemon, blended together with a medley of tangy berry flavours.
- Pineapple Haze: Ripe pineapple and lemon rounded out with creamy coconut notes.
Each flavour delivers more personality, more originality — and zero interest in the same old tastes.
“We’re ushering in a new era for Mike’s that reflects how people want to show up today,” said Kevin Brady, VP of Marketing, Mike’s Hard Lemonade. “This is about embracing individuality and creating something that feels real – in every sense of the word.”
“Made with Real Character” will roll out across digital, social, and streaming, supported by a long-term campaign spanning culture, content, and real-world activations across the U.S. Developed in partnership with VCCP, the platform introduces a more playful, culturally connected world for the brand – one where character always comes first.
Sonny, Cal, and Tina will lead the campaign across channels, bringing the platform to life and reminding people that the best version of you isn’t the most polished – it’s the most real.
1MayoClinic
2Trinity University
Freshfel Europe convenes its Annual General Meeting in Sicily on 15–16 April, bringing together over 100 leading figures from across the European and international fresh produce sector. This year’s gathering marks a significant milestone: the 25th anniversary of the association’s annual event, celebrating a quarter century of service to the fruit and vegetable industry. It is also the conclusion of the mandate of Salvo Laudani (Fruitimprese/Oranfrizer) as President of the Association.
Hosted by outgoing President Salvo Laudani, the Freshfel Europe annual event is moving to Sicily to celebrate the conclusion of his four-year presidency, capping a much longer period of dedicated engagement within the association. Welcoming participants to his home region, Mr. Laudani described the occasion as “a special edition” of the Annual General Assembly, reflecting both the sector’s achievements and the challenges it continues to face. Over the past years, the industry has navigated a complex landscape shaped by climate pressures, the global pandemic, economic uncertainty, and geopolitical instability.
The annual event is also marking 25 years of Freshfel Europe servicing the fresh produce sector at the European level and beyond. Over the past quarter century, Freshfel Europe has built a strong reputation as the unified voice of the fresh fruit and vegetable supply chain, promoting collaboration across stakeholders and advocating for the sector at European and global levels. The Association has conducted advocacy on the European regulatory environment for the sector and guided the industry in an evolving landscape. Despite these challenges, the fresh produce sector has demonstrated a strong capacity of adaptation and leadership, positioning itself as part of the solution to major societal concerns. Fruits and vegetables remain central to both public health and environmental sustainability, offering high nutritional value with a relatively low ecological footprint.
“As I come to the end of my mandate, I do so with deep gratitude” said Mr. Laudani. “It has been a true honour to serve a sector that is vital not only to Europe’s economy, but to the well-being of its citizens and the planet.” He added: “Celebrating this milestone, we must also raise the strength of our collective voice. Fruits and vegetables are uniquely positioned at the intersection of health and sustainability. Their contribution must be recognised more clearly in policy, markets, and by consumers alike.”
The anniversary provides an opportunity not only to reflect on achievements but also to look ahead. Freshfel Europe will present a forward-looking manifesto developed by its Board, outlining priorities and ambitions for the next five years. The roadmap aims to strengthen advocacy efforts, enhance the sector’s visibility, and ensure that fresh produce is fully recognised in shaping future European policies.
The two-day event will also mark the transition to new leadership, with Mr. Laudani expressing confidence in the incoming team’s ability to build on the association’s achievements and guide the sector forward.“It has been a privilege to serve this remarkable sector,” he concluded. “I leave with pride in what we have accomplished together, and with optimism for what lies ahead”.
EUR 10 million center will speed up new packaging and product developments
SIG is celebrating the official opening of its EUR 10 million Packaging Development Center Europe, located at the site of the company’s packaging plants in Linnich, Germany. The center will accelerate new and most sustainable packaging developments and offer SIG customers added value.
The new center features state-of-the-art extrusion and finishing technology, coupled with advanced quality measurement systems and testing equipment. It will significantly increase packaging processability in serial production, system validation and capacity for future digital technologies.
As demand for more sustainable packaging options increases, the new Packaging Development Center Europe will speed up the development of innovative packaging formats and materials to further expand SIG’s leading position in sustainable packaging solutions. It is built according to the latest and most effective energy standards.
SIG is celebrating the official opening of its €10 million Packaging Development Center, located at the site of the company’s packaging plants in Linnich, Germany. The center will accelerate new and most sustainable packaging developments and offer SIG customers added value.
The new center features state-of-the-art extrusion and finishing technology, coupled with advanced quality measurement systems and testing equipment. It will significantly increase packaging processability in serial production, system validation and capacity for future digital technologies.
As demand for more sustainable packaging options increases, the new Packaging Development Center will speed up the development of innovative packaging formats and materials to further expand SIG’s leading position in sustainable packaging solutions. It is built according to the latest and most effective energy standards.
On August 28, 1898 in New Bern, North Carolina, pharmacist Caleb Bradham renamed “Brad’s Drink,” his popular non-alcoholic digestif, “Pepsi-Cola.” 125 years later, Pepsi has become one of the world’s most recognisable brands and today, it officially ushers in its next era while honoring its storied legacy, as the brand’s new logo begins to roll out in stores in the US.
In honor of its 125th birthday, Pepsi will celebrate its iconic history where it has lived at the center of pop culture – in sports, music, and entertainment – and look ahead to the brand’s next 125 years. On August 28 the brand started the party by offering free Pepsi to everyone across the US, and over the course of the 125 days leading up to New Year’s Eve, the brand will launch 125 various types of programming including immersive events, social content moments and giveaways. Each touchpoint and its corresponding programming will revisit and reimagine the impactful and culture-driving moments fans have cherished throughout the brand’s rich history just as the new Pepsi logo, which pays homage to past brand looks, comes to life for consumers wherever they shop, dine, play and scroll, ushering in the next era of culture-defining moments.
125 years of trailblazing
Pepsi has been and continues to be a driver of cultural impact and relevance for 125 years. From having the only female professional skywriter draw Pepsi in the clouds to creating iconic moments with some of the biggest pop stars on the planet to making the Super Bowl Halftime Show the most watched 12 minutes of music; from initiating the now iconic ‘Pepsi Challenge’ to trailblazing the idea of lifestyle marketing with music videos as commercials; from creating flavours like Pepsi Wild Cherry and groundbreaking innovations like Nitro Pepsi, time and again Pepsi has found itself on the cutting edge of pop culture, embracing what fans love about culture. And now, Pepsi will pull back the curtain on its history for 125 days, complete with an immersive experience consumers will have to see – and taste – to believe.
In June, the Swiss packaging solution provider SIG marked another milestone in its long history – 170 years of operation. Founded in 1853 and headquartered in Neuhausen, Switzerland, the company took the opportunity to look back on its impressive history of ingenuity and innovation, visit its present, and explore the exciting potential the future holds. Moreover, the event enabled customers and employees to experience firsthand what SIG stands for today and will stand for tomorrow: SIG – for better.
The first celebratory event on June 17th centered on residents from Neuhausen’s local community, who were invited to SIG’s industrial area and headquarters to explore the facility and enjoy a food festival.
On June 20th, customers from all over the world participated in an exclusive event that included a tour through the ages from SIG’s perspective and a celebratory dinner. The final event occurred two days later on June 22nd when SIG leaders arrived for an intensive two-day leadership meeting.
Samuel Sigrist, CEO, SIG: “Being in operation for 170 years is something to celebrate and it was an excellent opportunity for us to showcase the spirit of SIG to our global customers and employees. The events reinforced the fact that while SIG has evolved over time, one aspect of our company has always remained the same, our commitment to delivering better for customers, consumers, and the world.”
Today, SIG is a leading provider of sustainable, innovative, and versatile packaging solutions. The company works in partnership with customers to bring food products to consumers globally in a safe, sustainable, and affordable way. In 1906 its long journey in food packaging began with packaging chocolates.
The first beverage carton and filling machine was launched in Europe in 1930, while it was not until 1955 that Scholle, now part of SIG, invented the revolutionary bag-in-box format that transformed distribution of liquid storage.
In 1975, beverage carton provider PKL introduced its combibloc aseptic packaging and filling system. SIG acquired PKL in 1989, creating a pathway for growth in aseptic packaging. At the beginning of this century, SIG decided to focus entirely on its packaging business and has since become one of the industry’s lead players. Joining forces with Scholle IPN and Evergreen Asia in 2022 extended its range to now include fresh and aseptic carton, bag-in-box, and spouted pouches.
SIG today is a leading sustainable packaging solutions provider and the world’s only system supplier covering carton, spouted pouch, and bag-in-box. The company’s versatile technology and capacity for product innovation means customers benefit from a wide range of solutions across categories and channels, which address consumer, market, and planet needs with responsibility, flexibility, speed, and affordability.
The company is committed to working towards net positivity and has split its sustainability initiatives into four core areas: Climate+, Forest+, Resource+, and Food+. To date, this commitment has seen SIG leading its industry in responsible sourcing and sustainable innovations.
All this reflects the spirit of SIG’s brand promise, “For better”. The phrase inspires its innovation of sustainable solutions and pioneering technology, all to transform its customers’ businesses and the world for better.
This summer, leading branded soft drinks business Britvic is celebrating the 35th anniversary of its Rugby factory, thanking colleagues for their dedicated service and showcasing the investment and innovation that has become synonymous with the company’s flagship facility.
Based on Glebe Farm Industrial Estate, the site has seen over £125 million of investment since 2018, with the factory most recently benefitting from a £27 million investment in a new state-of-the-art canning line in September 2021.
This is Rugby’s fourth canning line, growing the site’s total capacity by around 20% and creating 20 new jobs at the facility.
Boasting some of the fastest lines in Europe, the site’s new canning line operates at a rate of around 120,000 cans per hour, taking the factory’s total production to an impressive rate of just under half a million cans per hour.
Rugby MP Mark Pawsey said: “Britvic’s 35 years in Rugby represent a great success both for the company and for our town’s local economy.
“Over those years, their flagship factory has grown and created hundreds of jobs, including a vibrant apprenticeships programme which has given many young people a first taste of work.
“I was delighted to see the further investment in their fourth canning line which demonstrates their commitment to the Rugby site for many years to come.”
The investment provided Britvic with the additional capacity to drive agility and exemplary customer service, as well as boost production of some of the country’s most loved brands, including Tango, 7UP and Pepsi MAX.
Importantly, investment has seen the work force increase at the site, helping to bring the total number of employees to more than 340 and reinforcing Britvic’s commitment to the local community.
These roles span numerous disciplines, from engineering to manufacturing, with apprenticeships also a key component of the additional rise in employee numbers.
Paramjeet Pahdi, Director of Operations at Rugby, said: “As we celebrate 35 years of our Rugby site, I’m proud to look back at the journey we’ve been on together to make this facility the beacon of success it is today.
“I would like to thank all our colleagues for their contribution over the decades, without their hard work and dedication I have no doubt that we would not be here celebrating such a milestone.
“Looking to the future, Britvic is focused on ensuring that Rugby continues its success story as we develop the site with further investment, securing our future for generations to come.”
Over the past 35 years, Rugby has become well known for showcasing some of the fastest and best manufacturing technology in Europe.
The Rugby factory has also played a key role in Britvic’s sustainability efforts.
Continuous improvements have seen the factory cut the amount of water it uses – most recently by using the cooling water from its combined heat and powerplant as a source of hot water for the site – helping Britvic work towards its net zero carbon emissions target.
Celebrations for the 35 year anniversary began in May with a family fun day attracting more than 500 people to the site.
Employees and their families enjoyed the day with a resident DJ, fairground rides, a penalty shoot out, mini golf and a Britvic bar.
