The Boston Beer Company, maker of Samuel Adams Boston Lager, and PepsiCo today announced plans to enter a business collaboration to produce HARD MTN DEW alcoholic beverage. The partnership unites Boston Beer’s world-class innovation and expertise in alcoholic beverages with one of PepsiCo’s most iconic and beloved brands.
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%, perfect for occasions to dial-up the fun. This new flavored malt beverage (FMB) will be marketed to adults of legal age and merchandized consistently with other alcohol beverages.
As recognized leaders in the alcohol and non-alcoholic industries, 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.
Both companies share the same passion for pushing boundaries and anticipating what consumers want, which has driven decades of bringing ground-breaking, innovative beverages to drinkers in the US 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. “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.”
Pepsico has been trying to use the popularity of the name to move the beverage into new categories, like energy drinks. The company launched Mtn Dew Rise Energy earlier this year. According to CNBC, MTN DEW holds about 7% market share in carbonated soft drinks, putting it in fifth place.
As part of the business arrangement, Boston Beer will develop and produce new HARD MTN DEW and PepsiCo has set up a new entity to sell, deliver, and merchandise the product.
Consumers should anticipate finding HARD MTN DEW on shelves in early 2022.