PepsiCo is planning to launch a Mountain Dew-branded alcoholic beverage in the US early next year, months after Coca-Cola Co launched its first alcoholic drink in the country.
Truly hard seltzer maker Boston Beer Co will develop and make the flavored malt beverage, which will be called "Hard Mtn Dew". The drink will be citrus flavored and have an alcohol by volume of 5%, the companies said.
"We know that adult drinkers' tastes are evolving, and they are looking for new and exciting flavorful beverages," Boston Beer Chief Executive Officer Dave Burwick said.
As part of the business arrangement, PepsiCo has set up a new entity to sell, deliver, and merchandise the product, which will be marketed to adults of legal age and merchandised consistently with other alcohol beverages.
"For 80 years MTN DEW has challenged the status quo, bringing bold flavors and unmatched beverage innovation to millions of fans," said Kirk Tanner, PepsiCo Beverages North America CEO.
"The Boston Beer Company 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."
Simon Hannah
