THE HAWK and Mike’s Hard Lemonade

Partnership:

Description:

Fresh off its brand relaunch, Mike’s Hard Lemonade is returning to marketing in a big way. This genuinely funny partnership with Netflix takes aim at golf’s most vanilla traditions, starring The Hawk’s Luke Wilson as the smooth-talking golf gladiator Golden Fisk — rival to Ferrell’s Lonnie Hawkins — and, as it happens, a Mike’s Hard Lemonade sponsor within the show itself. The campaign explores the delightfully absurd premise of what happens when an iconic fictional antagonist becomes the real-world face of a brand refresh, helmed by Emmy-winning Hacks director Lucia Aniello.

The partnership goes well beyond a spot on screen. Fans can find Mike’s x The Hawk branding in retail stores across the country, plus a sweepstakes featuring limited-edition co-branded merch — the kind of stuff that pairs nicely with a hard lemonade and 18 holes of bold decision-making.

Partnership Opportunity:

THE HAWK/Streaming

Company:

Netflix

Partner/Category:

Mike’s Hard Lemonade /Beverages

Timing:

July 3rd Quarter 2026

Target:

Male
Female
Family
Adults
Adults 55+
Adults 45-54
Adults 35-44
Adults 25-34
Adults 18-24

Promotional Elements:

Branded Content
In-Store / Retail
On Pack
Other