MTN DEW tapped fellow PepsiCo brand, CHEETOS, to unlock the cult-favorite taste of FLAMIN' HOT to create the first-ever beverage combining the sweet, citrus DEW with a new spicy goodness, the company says.
"As a brand, DEW has a rich history of experimenting with new flavors our fans love. We certainly had them in mind when we developed the FLAMIN' HOT beverage," said Matt Nielsten, senior director of marketing at PepsiCo, Purchase, N.Y. "This is one of our most provocative beverages yet, and we're excited for DEW Nation to taste the unique blend of spicy and classic sweet citrus flavor of MTN DEW."
Beginning Aug. 31, MTN DEW FLAMIN' HOT will be available exclusively on the virtual shelves of the DEW Store, while supplies last. Fans can stay up to date on the release via Instagram and Twitter.
To complement this extreme new flavor, MTN DEW and contemporary clothing brand, Broken Promises, are partnering to drop an apparel line inspired by FLAMIN' HOT. The limited collection drops through presale exclusively to subscribers on the Broken Promises' app at 11 p.m. ET on September 3, while the official launch to the public is on Broken Promises' website at 11 a.m. ET on Sept. 4. The capsule collection includes shirts, hoodies, sweatpants and accessories.
MTN DEW also is partnering with influencers like @baddiewinkle and @GrannyCoyBundy to showcase their sweet and spicy personalities.