Pepsi Hints at a Bigger Alcohol Push With Release of Hard Mountain Dew
After what appears to be an encouraging launch of alcohol-based Mountain Dew earlier this year, the brand’s owner PepsiCo (PEP) may be about to push deeper into the ready-to-drink booze space.
“I think we have a great product that they [Boston Beer] have developed,” PepsiCo CEO Ramon Laguarta told analysts on an earnings call Tuesday. “We’ve licensed the brand to Boston Beer, and we’re providing distribution in some states. Execution is very good. The product is turning very well, high share in those states. So it makes us feel positive about the potential of Hard Mountain Dew and the relationship with Boston Beer.”
Earlier this year, PepsiCo launched Hard Mountain Dew in partnership with Boston Beer (SAM). The 5% alcoholic drink is currently available in Tennessee, Florida, and Iowa.
