Boston Beer Co. launched Hard Mtn Dew, a new alcoholic beverage featuring four bold flavors, including original MTN DEW, Baja Blast, Black Cherry and Watermelon.
With no caffeine, zero added sugar and 100 calories per serving, HARD MTN DEW (%% ABV) is available in 24oz. single-serve cans and 12-pack 12oz. can Mix Packs, HARD MTN DEWand is rolling out now across Florida, Tennessee and Iowa – with expanded availability to be announced throughout 2022.
When MTN DEW was created more than 80 years ago, it was intended to be a mixer for distilled spirits The new version is one of the first alcoholic versions of a major soft drink. Featuring new, differentiated graphics to highlight the HARD offering, HARD MTN DEW is created for adults of legal drinking age looking for bold, delicious flavor with an edge.
“Boston Beer Co. and PepsiCo share a passion for pushing boundaries and delivering innovative new beverages that meet the evolving demands of U.S. drinkers,” said Lesya Lysyj, Boston Beer CMO. “HARD MTN DEW delivers on the bold, citrus flavors of the soft drink fans know and love, now with an added bite of 5% ABV.”
As part of the business arrangement, Boston Beer will develop and produce new HARD MTN DEW and Blue Cloud Distribution, Inc. a new entity, wholly owned by PepsiCo, is responsible for the wholesale operations of HARD MTN DEW, including sales, distribution and merchandising.
As part of the introduction, consumers can visit HowFarForHardDew.com to enter the How Far Would You Go? contest for the chance to win a trip to be among the first fans to taste HARD MTN DEW in Tennessee – the birthplace of the MTN DEW brand.
To participate, tell us exactly how far you would travel and what lengths you would go to get your hands on HARD MTN DEW. The winning submission will receive a trip to Nashville, Tennessee for a one-of-a-kind HARD MTN DEW experience, including airfare, two nights lodging, transportation and a $1,000 spending allowance.