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.