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Mountain Dew is going strong: PepsiCo is launching a 5% alcoholic version with watermelon, orange and black cherry flavors (but it will be sugar-free and caffeine-free)
- Really hard seltzer maker Boston Beer Co is now developing ‘Hard Mtn Dew’
- With the support of PepsiCo, he seeks to penetrate the Hard Seltzer market
- The drink will come in three flavors, including an “original” citrus flavor, as well as black cherry and watermelon variants and will have an alcohol volume of 5%.
PepsiCo Inc will launch a Mountain Dew-branded alcoholic beverage in the United States early next year, months after Coca-Cola Co launched its first alcoholic beverage in the country.
Boston Beer Co, maker of Really Hard Seltzer and Sam Adams, will develop and manufacture the flavored malt beverage, which will be called “Hard Mtn Dew”.
The drink will come in three flavors, including an “original” citrus flavor, as well as black cherry and watermelon variations.
Boston Beer Co, maker of Really Hard Seltzer and Sam Adams, will develop and manufacture the flavored malt beverage, which will be called “Hard Mtn Dew”. The drink will be available in three flavors (pictured), including an “original” citrus flavor, black cherry and watermelon.
“Hard Mtn Dew” will be 5% alcohol by volume, the companies said, and is expected to hit shelves in early 2022.
“We know the tastes of adult drinkers are changing and they are looking for new tasty and exciting drinks,” said Dave Burwick, Managing Director of Boston Beer.
In a press release, the companies said they joined forces because they “understand the importance of delivering breakthrough new innovations to meet the changing tastes of drinkers.”
The announcement comes at a time when demand for hard seltzer has slowed, something Boston Beer CEO Dave Burwick admitted last month.
Burwick said the salt alcohol craze was waning and new brands entering the market were confusing customers.
That sent the company’s shares up 30%, and its stock has not fully recovered since, still falling 2% as on Tuesday.
Burwick said at the time that the company “overestimated the growth of the hard salts category in the second quarter and demand for Truly, which negatively impacted our volume and earnings for the quarter and our estimates for the rest of the year”.
The announcement comes at a time when demand for hard seltzer has slowed, something Boston Beer CEO Dave Burwick (pictured right) acknowledged last month. That sent the company’s shares up 30%, and its stock has not fully recovered since, still falling 2% as on Tuesday.
But Boston Beer Co is hoping that partnering with well-known brand Mountain Dew with backing from PepsiCo will help the business.
Despite the slowdown in growth, the hard seltzer industry is still up almost 200% from 2019.
Earlier this year, PepsiCo launched an energy drink called Mountain Dew Rise, the company investing heavily in the category, having spent $ 3.85 billion last year to buy energy drink company Rockstar.
Last week, the beverage giant announced it would sell Tropicana and other juice brands to private equity firm PAI Partners, which is ending its ownership of one of its most famous and most famous holdings. more recognizable.
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