Boston Beer announces launch of HARD MTN DEW

Contest coincides with launch to send fans to Tennessee for initial taste opportunity

The Boston Beer Co., Boston, announced the launch of HARD MTN DEW, a new alcohol beverage featuring four bold flavors, including original MTN DEW, Baja Blast, Black Cherry and Watermelon. With no caffeine, zero added sugar and 100 calories in each serving, HARD MTN DEW features a 5% ABV.

Available in 24-ounce single-serve cans and 12-packs of 12-ounce can mix packs, HARD MTN DEW is rolling out now across Florida, Tennessee and Iowa ― with expanded availability to be announced throughout 2022.

Originally intended to be a mixer for alcoholic spirits when MTN DEW was created more than 80 years ago, the brand is returning to its roots in 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.

“The 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, chief marketing officer of The Boston Beer Co., in a statement. “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.

For those who live in states where HARD MTN DEW hasn’t arrived, through March 8, 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, consumers are encouraged to share exactly how far they would travel and what lengths they would go to get their hands on HARD MTN DEW. The winning submission will receive a trip to Nashville, Tenn., for a one-of-a-kind HARD MTN DEW experience, including airfare, two nights lodging, transportation and a $1,000 spending allowance, the company says.

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