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

Just Made, a leading producer of cold-pressed juices, shots, and smoothie bowls, announced the installation of a Hiperbaric 300 high-pressure processing (HPP) system at its new Houston (USA) production facility. The company hosted an inauguration event on November 9th to celebrate the new facility, HPP equipment, and expanded capabilities.

“We have followed Just Made’s inspiring journey from inception to becoming a leader in authentic, cold-pressed beverages. Their commitment to quality and innovation perfectly aligns with our mission, and we are honored to be part of their growth story,” said Rob Peregrina, Executive Director at Hiperbaric.

Just Made was founded in 2016 with a mission to bring the vibrant flavors and nutritional benefits of tropical fruits to consumers across the United States. The company currently distributes its cold-pressed juices and other products in over 3,000 retail locations across more than 25 states.

Based in Houston, TX, the new 22,000-square-foot facility houses the Hiperbaric 300 system, two bottling lines, coolers, freezers, and other food processing equipment. The Hiperbaric 300 unit features a 300 mm (11.8 inches) diameter pressure vessel and can process up to 1,410 kg/h (3,100 lbs./h) of product. The new HPP system will help deliver significant cost savings compared to relying on third-party HPP services. The company projects a payback period of 2 to 3 years on the new equipment.

“We look forward to continuing our close collaboration with Hiperbaric as they develop new innovations that will benefit the food processing industry,” said Norka Nimocks, CEO of Just Made. “Their commitment to service and responsiveness is a key factor in our decision to partner with them.”

About Just Made
Just Made was founded in 2016 with the goal of bringing the vibrant flavours and nutritional benefits of tropical fruits to consumers across the United States. The company’s portfolio of cold-pressed juices, shots and smoothie bowls are available in over 3,000 retail locations across more than 25 states. As a certified B-Corporation, they believe in using business as a force for good. For every bottle sold, they donate 5¢ to support local schools, teachers and students in rural Latin America and the Caribbean. Their team works directly with school administrators and teachers to determine the best uses for these funds.