The Hard Mountain Dew will be Boston Beer’s notable innovation in the hard seltzer space, joining its Truly hard seltzer brand. The partnership between the two market leaders demonstrates the companies’ passion for pushing boundaries to deliver what consumers want. Meanwhile, PepsiCo is a leader in the non-alcoholic beverage space, with brands like Gatorade, Pepsi-Cola, Quaker, Tropicana, and SodaStream in its kitty. The Hard Mountain Dew is likely to hit store shelves in the United States by early 2022.īoston Beer is known for its expertise and experience in brewing the best-tasting hard seltzers and hard teas, including brands like Truly and Twisted Tea. Per the partnership, Boston Beer will craft and produce the Hard Mountain Dew, while PepsiCo will be responsible for selling, delivering and merchandising products through its newly set up entity.
It is expected to come with an Alcohol by Volume (ABV) of 5% and marketed alongside other alcohol beverages to adults of legal drinking age. The Hard Mountain Dew will be launched in bold flavors, including original, watermelon and black cherry. The partnership will combine Boston Beer’s top-notch innovation and proficiency in alcoholic beverages with PepsiCo’s multi-billion-dollar Mountain Dew brand and marketing expertise. As part of the arrangement, the companies plan to launch Hard Mountain Dew alcoholic beverages in the United States, an alcoholic version of PepsiCo’s most popular brand. PEP unveiled plans to enter a partnership to bring a breakthrough, catering to the evolving tastes of drinkers.
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