The Boston Beer Company and PepsiCo have announced plans to enter a business collaboration to produce HARD MTN DEW alcoholic beverage. The partnership unites Boston Beer’s expertise in alcoholic beverages with one of PepsiCo’s most iconic brands. From the looks of it, the canned cocktails will initially come in three flavors: original, black cherry, and watermelon.
HARD MTN DEW will offer “bold flavors and distinctive branding, all with an Alcohol by Volume (ABV) of 5%, perfect for occasions to dial-up the fun,” says a press release. This new flavored malt beverage will be marketed to adults of legal age and merchandized consistently with other alcohol beverages.
“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.”
“For 80 years MTN DEW has challenged the status quo, bringing bold flavors and unmatched beverage innovation to millions of fans,” said Kirk Tanner, PepsiCo Beverages North America CEO. “The Boston Beer Company partnership combines two recognized leaders in our respective industries to address the changing tastes of drinkers and we are thrilled at the opportunity to create HARD MTN DEW that maintains the bold, citrus flavor fans know and expect.”
As part of the business arrangement, Boston Beer will develop and produce new HARD MTN DEW and PepsiCo has set up a new entity to sell, deliver, and merchandise the product. Consumers should anticipate finding the beverages on shelves in early 2022.
For more information, head over to PepsiCo’s official website.