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    Mike's Hard Lemonade Launches Road Trip

    National promotion includes giveaways, prizes and a chance to win Mike's "Ultimate Party Wagon."

    Mike's Hard Lemonade, a lemon malt beverage, is implementing a nationwide consumer promotion to celebrate the well-earned drink that comes at the end of a hard day. The promotion kicks off later this month and will be supported in local markets at convenience stores with point-of-sale (POS) displays and graphics.

    Four promotional party wagons will make appearances in several key markets -- Chicago, Los Angeles, San Diego, Dallas/Fort Worth and Miami -- throughout the third quarter. The promotion will culminate in October with a national sweepstakes for a chance to win Mike's Ultimate Party Wagon, a full-size RV complete with a video game player, big-screen TV with DVD, stereo system and two mountain bikes.

    "We're thrilled to work with our on- and off-premise accounts and radio partners to reach out to adult consumers of legal drinking age with a program that presents a great sense of fun," said Todd Martin, vice president of national accounts and customer marketing for Mike's Hard Lemonade Co.

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