Boston Beer Co. said it is collaborating with PepsiCo to produce Hard Mtn Dew alcoholic beverage.
This new 5% ABV flavored malt beverage (FMB) will be marketed to adults of legal age and merchandized consistently with other alcohol beverages.
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.
“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 MtnDew, 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.
“The Boston Beer Co. 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,” said Kirk Tanner, PepsiCo Beverages North America CEO.