Michael Michail and Universal Brands Inc. debuted Xpress Harder Iced Tea, a 9.9% ABV hard iced tea available in a 24-ounce single serve can.
Xpress Harder Iced Tea is the creation of beverage industry leader Michael Michail who has pioneered a number of innovations in the flavored malt beverage (FMB) category as well as the non-alcohol category since 1995, the company notes.
“Innovation is at the core of everything we do at Universal. Tangible differentiation is critical to stand out on the shelf and create the constant consumer demand retailers need from a beverage partner,” said Michail, CEO of Universal Brands, in a statement. “We believe the 9.9 % Harder Tea category will be the next big thing in the hard tea market.”
Xpress Harder Iced Tea is made with real brewed black tea and natural fruit flavors. The three natural fruit flavors — Peach, Zesty Lemon and Raspberry — available in 24-ounce cans, will be marketed towards convenience stores and hypermarkets, the company notes.
www.xpressharder.com
