BEVERAGE INDUSTRY PIONEER MICHAEL MICHAIL LAUNCHING XPRESS HARDER ICED TEA
The Californer/10291590

SAN DIEGO, Sept. 16, 2024 ~ Universal Brands Inc. is making waves in the beverage industry with their latest creation, Xpress Harder Iced Tea. This innovative drink, set to hit the market soon, boasts a whopping 9.9% alcohol by volume (abv) and will be available in a convenient 24 oz single serve can.

The brainchild of beverage industry legend Michael Michail, Xpress Harder Iced Tea is just one of many groundbreaking products he has introduced to the market since 1995. Michail has been a pioneer in the Flavored Malt Beverage (FMB) category and has also made significant contributions to the non-alcoholic category. His innovations include introducing vibrant colors and exotic flavors to the FMB market, as well as the popular 24-ounce single serve can.

"Innovation is at the core of everything we do at Universal," says Michail, who serves as CEO of Universal Brands. "Tangible differentiation is critical to stand out on the shelf and create constant consumer demand. We believe that the 9.9% Harder Tea category will be the next big thing in the hard tea market."

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Xpress Harder Iced Tea is made with real brewed black tea and natural fruit flavors, offering three vibrant options: Peach, Zesty Lemon, and Raspberry. These flavors will be available in 24 oz cans and will primarily be marketed towards Convenience Stores and Hypermarkets.

The public will get their first taste of Xpress at the National Beer Wholesalers Association Annual Convention on September 30th in San Diego. However, behind-the-scenes meetings with wholesalers and distributors have already generated overwhelming interest in this new product from Universal Brands.

In fact, some of the largest national and regional chains have already expressed interest in carrying Xpress on their shelves. Distributor and retailer partners who want to be among the first to offer this exciting new drink can contact Universal Brands by calling 323-929-3342 or through the connect form on their website, Xpress Harder.

Universal Brands, Inc. is a leader in the beverage sector, thanks to their team of industry innovators and cutting-edge technology. With a track record of success and brand building through bold designs, Universal Brands continues to dominate market segments. For more information, interested parties can contact John Heitkemper at 503-703-1911 or visit www.universalbrandsinc.com.

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