BOSTON—The Boston Beer Company and PepsiCo are collaborating to produce Hard Mtn Dew, a new alcoholic beverage. The partnership unites Boston Beer's world-class innovation and expertise in alcoholic beverages with one of PepsiCo's most iconic brands.
In early 2022, adults of legal drinking age will experience the Hard Mtn Dew bold flavors and distinctive branding, all with an alcohol by volume (ABV) of 5% in a flavored malt beverage. Both Boston Beer and PepsiCo understand the importance of delivering new, break-through innovations to address the changing tastes of drinkers.
“We know that adult drinkers' tastes are evolving, and they are looking for new and exciting flavorful beverages. 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,” said Dave Burwick, Boston Beer's CEO, in a press release.
Both companies share the same passion for pushing boundaries and anticipating what consumers want, which has driven decades of bringing popular beverages to consumers in the U.S. and beyond. “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, in a press release. “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.”
To read more about the beer category and how it is a driving factor in bringing in consumers to c-stores, check out “Beyond Beer” in NACS Magazine, which features an exclusive Q&A with Boston Beer Co.