Michael Michail launches first 9.9% hard iced tea in San Diego

On September 16, 2024, Michael Michail and Universal Brands Inc. announced the launch of Xpress Harder Iced Tea, a groundbreaking beverage that boasts a 9.9% alcohol by volume (abv) content. This product will be available in a 24 oz single-serve can, marking a significant innovation in the hard iced tea market. The drink is crafted from real brewed black tea and infused with natural fruit flavors, including Peach, Zesty Lemon, and Raspberry. The introduction of Xpress Harder Iced Tea is part of Michail's ongoing commitment to innovation in the beverage industry, which he has been a part of since 1995. His previous contributions include the introduction of vibrant colors and exotic flavors to the Flavored Malt Beverage Category, as well as the 24-ounce single-serve can format. The new product aims to create a tangible differentiation in the market, appealing to consumers seeking unique and flavorful options. The first public appearance of Xpress Harder Iced Tea will occur at the National Beer Wholesalers Association Annual Convention on September 30, 2024, in San Diego. Universal Brands has already garnered significant interest from wholesalers and distributors, indicating a strong market demand for this innovative beverage. The company has also received authorization from major national and regional chains, positioning Xpress for a successful launch. As the hard tea market evolves, Michail believes that the 9.9% Harder Tea category will become a major trend. With its unique flavors and higher alcohol content, Xpress Harder Iced Tea is poised to capture consumer attention and drive sales in convenience stores and hypermarkets across the country.