PepsiCo teams up with Boston Beer Company on ‘hard’ Mountain Dew

Fans of the original Mountain Dew soft drink will be pleased to know that an alcoholic alternative is set to be released on the market in early 2022.

With a range of three flavours – original, black cherry and watermelon – the new alcoholic MTN DEW was launched earlier this week as a result of a collaboration between PepsiCo and the Boston Beer Company.

Perfect for fans of the classic citrusy soda looking for something more grown-up, the alcoholic alternative comes in with an ABV of 5%.

Boston Beer Company’s role in the collaboration is as the drink’s developer, while PepsiCo will be responsible for selling, delivering and merchandising the product.

Dave Burwick, Boston Beer’s CEO, said of the collaboration: “We know that adult drinkers’ tastes are evolving, and they are looking for new and exciting flavourful 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.”

The beer company’s journey in brewing began back in 1984 with the Samuel Adams brand, currently recognised as one of the largest craft beer brands today. The company’s portfolio of brands also includes Truly Hard Seltzer, Twisted Tea, Angry Orchard Hard Cider and Dogfish Head Brewery.

Hard seltzers have hit the market hard, but could they be on the decline? Read more about the seltzer boom here.