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CDC Alcohol Guidance
Alcohol can have very dangerous long-term effects on a person’s health if abused.
BOSTON, Ma. – The Boston Beer Company and PepsiCo have announced plans to create a Mountain Dew alcoholic beverage.
The collaboration called Hard Mtn Dew is expected to hit shelves in early 2022. Boston Beer will develop and produce the drink while Pepsi will create a new entity to sell, deliver and market the drink.
Adults of legal drinking age can enjoy the bold flavors of Original Mountain Dew, Black Cherry and Mountain Dew Watermelon with a touch of alcohol and zero sugar. The new flavored malt drink will contain 5% alcohol by volume.
“We know the tastes of adult drinkers are changing and they are looking for new tasty and exciting drinks,” said Dave Burwick, CEO of Boston Beer.
RELATED: Alcohol consumption is responsible for over 700,000 cancer cases in 2020, study finds
Pepsi has tried to move Mountain Dew outside of the soda category and into new markets, such as energy drinks. In March, the company launched a Mountain Dew-based energy drink called “Mtn Dew Rise Energy”. The drink is designed “to spark ambition and help people conquer the day,” the company said.
Los Angeles Lakers star LeBron James has accepted a multi-year partnership as the face of Mtn Dew Rise Energy.
Earlier this year, Pepsi’s rival Coca-Cola announced a partnership with Molson Coors Beverage Company to create Topo Chico Hard Seltzers, the company’s first alcoholic beverage for American consumers.
The Boston Beer Company and PepsiCo today announced their intention to enter into a commercial collaboration to produce the HARD MTN DEW alcoholic beverage.
The Coca-Cola drink, which hit shelves in March, comes in four unique flavors: exotic pineapple, strawberry guava, tangy lemon-lime, and tropical mango.
After Coca-Cola entered the alcoholic beverage market, the CEO of Pepsi told analysts the company would consider creating an alcoholic beverage. Months later, in June, Pepsi filed a trademark application to sell Rockstar-branded beer and seltzer water.
In late July, Boston Beer shares plunged, recording a stock drop of more than 20%, setting the company on track for one of the worst percentage declines on record.
RELATED: White Claw will throw a hard seltzer with a higher alcohol content
The brewing company, creator of Sam Adams and Truly, overestimated Seltzer’s tough care and was struck by a strong reality check – with the stock having fallen more than 32% since January.
Despite the increase in alcohol consumption during the coronavirus lockdown, the beer business is struggling. Global beer volume in the United States fell 2.8%, even as total alcohol consumption rose to its highest rate in nearly two decades, according to industry tracker IWSR.
This story was reported from Los Angeles.
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