Pepsi Announces HARD MTN DEW, A Neon Alcoholic Creation We Didn’t Know We Needed
Image via The Boston Beer Company
The refreshing feeling of cracking open a cold beer and the satisfying “pop” of the can when a fizzy drink is opened is coming together in The Boston Beer Company and PepsiCo’s newest collaboration: the HARD MTN DEW.
Hard Mountain Dew comes with an ABV of 5% and a range of flavors such as black cherry and watermelon, alongside the original Mountain Dew. The new flavored malt beverage (FMB) will be marketed to adults of legal age, and merchandized alongside other similar alcoholic drinks.
Despite the fruity flavors, the FMB “maintains the bold, citrus flavor fans know and expect,” describes Kirk Tanner, CEO of PepsiCo Beverages, in the press release.
Adult drinkers and their evolving tastes are “looking for new and exciting flavorful beverages,” says Dave Burwick, Boston Beer's CEO. “The combination of our experience in brewing and developing the best-tasting hard seltzers and hard teas, and MTN DEW, a one of kind multi-billion dollar brand, will deliver the excitement and refreshment that drinkers know and love.”
Boston Beer will be in charge of developing and producing the new beverage, and PepsiCo has plans in place to sell and deliver the product.
This collaboration is reminiscent of a similar partnership announced last year, where the Topo Chico Hard Seltzer was created by Coca-Cola and Molson Coors. Upon hitting US shelves earlier this year, it has proven to be a success.
Hopefully this bodes well for the new beverage, which is scheduled to be stocked on shelves in early 2022.
Something’s coming…👀 @MountainDew pic.twitter.com/2glnQmEwJY
— Hard Mountain Dew (@hardmountaindew) August 10, 2021
[via Marketing Dive, image via The Boston Beer Company]
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