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Stay away from the hard seltzer – Boston Beer Company (SAM) is teaming up with Pepsi to add another drink to its portfolio, a fortified version of Mountain Dew.
On Tuesday, the company announced its partnership with PepsiCo (PEP) to deliver HARD MTN DEW, with 5 percent alcohol. The alcoholic beverage will come in three flavors: original, black cherry and watermelon, and is expected to hit shelves in early 2022.
“The worlds of beer, spirits, wine and even soft drinks are all starting to converge as consumers seek new drinking experiences,” said Dave Burwick, President and CEO of the Boston Beer Company. to Yahoo Finance in an email.
He continued, “This alliance unites two teams with great expertise in beverages and building beloved iconic brands. This will allow both companies to have a glimpse into the future and ensure that we are getting more than our own. fair share of growth as the industry evolves, no doubt the best brands will win, and that’s why we’re bringing together the companies that created Truly Hard Seltzer, Twisted Tea and Mountain Dew.
Meanwhile, Pepsico, trying his luck with the 80-year history of Mountain Dew, seems to be betting on the new paid spin.
“The Boston Beer Company partnership brings together two recognized leaders in our respective industries to meet the changing tastes of drinkers and we are thrilled with the opportunity to create HARD MTN DEW that maintains the bold citrus flavor that fans know and expect. “Kirk Tanner, PepsiCo CEO of Beverages North America, said in the statement.
The beverage giant said it would market the drink to “adults of legal age and market it consistently with other alcoholic beverages,” furthermore, it plans to create a “new entity to sell, deliver and market the product “.
The Boston Beer Company has entered other markets with other brands. This summer, his DogFish Head brewery introduced Hazy-O IPA ice cream with New York-based artisan ice cream maker Tipsy Scoop. Ice cream includes Dogfish Head Hazy-O IPA and contains 5% alcohol.
Since the start of the year, shares of the Boston Beer Company have fallen more than 33% following a report on missed earnings in the last quarter. Meanwhile, PepsiCo shares have risen 4% this year after the company sold its juice brands like Tropicana, Naked, among others.
Brooke DiPalma is a reporter for Yahoo Finance. Follow her on Twitter at @BrookeDiPalma or email him at [email protected]. Check out his latest:
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