Boston Beer, PepsiCo team up for new HARD MTN DEW offering
Flavored malt beverage innovation to hit shelves in early 2022
Boston-based The Boston Beer Co. and PepsiCo, Purchase, N.Y., announced plans to enter a business collaboration to produce HARD MTN DEW alcoholic beverage. The partnership unites Boston Beer's world-class innovation and expertise in alcohol 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 ABV of 5%. This new flavored malt beverage (FMB) will be marketed to adults of legal age and merchandized consistently with other alcohol beverages.