HARD MTN DEW
The Boston Beer Company and PepsiCo partner to develop new alcoholic offering
The Boston Beer Company and PepsiCo announced plans to enter a business collaboration to produce HARD MTN DEW alcoholic beverage. The partnership unites Boston Beer's 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%, for occasions to dial-up the fun. The 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.
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.
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.
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