PepsiCo Partners With Boston Beer to Produce Alcoholic Mountain Dew
PepsiCo and Sam Adams brewer Boston Beer are teaming up to create an alcoholic version of Mountain Dew.
Boston Beer will develop and produce the drink, called Hard Mtn Dew, while Pepsi has created a new entity to sell, deliver and market the product. The beverage is expected to hit shelves in early 2022.
Hard Mtn Dew will belong to the flavored malt beverage category and contain 5% alcohol by volume. Early images of the products also show that it will contain zero sugar.
The first hint that Pepsi could enter the alcohol category came in October, when Pepsi CEO Ramon Laguarta told analysts the company would consider the move. It followed an announcement from rival Coca-Cola that it would create Topo Chico Hard Seltzer, its first alcoholic beverage for U.S. consumers in decades, through a partnership with Molson Coors Beverage. Pepsi also filed a trademark application in June to sell Rockstar-branded beer and hard seltzer.
