Boston Beer Company launches Hard MTN DEW
The Boston Beer Company announced the launch of HARD MTN DEW, a new alcoholic beverage.
It will feature four flavours, including original MTN DEW, Baja Blast, Black Cherry and Watermelon.
The canned beverages will have no caffeine, zero added sugar and 100 calories per serving, as well as a 5% ABV.
Available in 24oz. single-serve cans and 12-pack 12oz. can Mix Packs, HARD MTN DEW is rolling out now across Florida, Tennessee and Iowa – with expanded availability to be announced throughout 2022.
Originally intended to be a mixer for alcoholic spirits when MTN DEW was created more than 80 years ago, the brand is returning to its roots in one of the first alcoholic versions of a major soft drink.
“The Boston Beer Company and PepsiCo share a passion for pushing boundaries and delivering innovative new beverages that meet the evolving demands of U.S. drinkers,” said Lesya Lysyj, CMO of The Boston Beer Company.
“HARD MTN DEW delivers on the bold, citrus flavours of the soft drink fans know and love, now with an added bite of 5% ABV.”
As part of the business arrangement, Boston Beer will develop and produce new HARD MTN DEW and Blue Cloud Distribution, Inc. a new entity, wholly owned by PepsiCo, is responsible for the wholesale operations of HARD MTN DEW, including sales, distribution and merchandising.