PepsiCo and Boston Beer partner on alcoholic Hard Mtn Dew
The new drink is due to hit shelves in the US in early 2022: coming in original, black cherry and watermelon. All are zero sugar drinks.
Boston Beer – the US’ second largest craft brewer which is best known for brews such as Sam Adams and pioneering Truly Hard Seltzer - will develop and produce Hard Mtn Dew; while PepsiCo has set up a new entity to sell, deliver, and merchandise the product.
The duo say that – as leaders in their respective alcohol and non-alcohol industries – they want to deliver ‘new break-through innovations to address the changing tastes of drinkers’.
"We know that adult drinkers' tastes are evolving, and they are looking for new and exciting flavorful beverages,” said 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."
Carbonated soft drink Mtn Dew is one of PepsiCo’s top beverage brands: which has been pushing into energy with caffeinated Mtn Dew Rise Energy (launched in March) and Mtn Dew Amp Game Fuel (launched in 2018).
PepsiCo’s move to blur the boundaries between soft drinks and alcohol is akin to that of Coca-Cola: which has taken its Topo Chico sparkling water into alcohol with Topo Chico Hard Seltzer, via a partnership with Molson Coors.