HARD MTN DEW introduces Livewire variety

Launch coincides with Definitely Over 21 launch party at a retirement community

One year after the launch of HARD MTN DEW, the brand announced the release of HARD MTN DEW Livewire, the first-ever addition to the flavor lineup. HARD MTN DEW Livewire is a new twist on the classic soft drink with a jolt of orange citrus flavor, 5% ABV, no caffeine, no added sugars and 100 calories in each serving, the company says.

To celebrate the launch, HARD MTN DEW is once again shocking the world by hosting a Definitely Over 21 launch party at a retirement community in Florida.

Beginning March 1, consumers can enter for the chance to celebrate the introduction of HARD MTN DEW Livewire with a mature spring break. By visiting DefinitelyOver21.com entrants can tell how they plan to spend their spring break at a retirement community with HARD MTN DEW, open now through March 10.

The winning submission will receive a trip to the Definitely Over 21 party in Florida for themselves and a guest, including roundtrip airfare, two nights lodging, transportation and a $1,000 spending allowance. Contest entrants must be 21 years of age and be a U.S. resident.

“Since the launch of HARD MTN DEW, we’ve pushed boundaries and challenged convention, even going so far as to marry a fan to show our love and commitment to HARD DEW Nation,” said Erica Taylor, senior brand director for HARD MTN DEW at The Boston Beer Co., in a statement. “To launch new HARD MTN DEW Livewire, we’re inviting fans to celebrate spring break with us in the least conventional way possible. In the one place synonymous with both oranges and everyone being definitely over 21, we’re ready to party like only HARD DEW can.”

HARD MTN DEW Livewire now is available in 24-ounce cans where HARD MTN DEW is sold. HARD MTN DEW currently is available for purchase in Florida, Iowa, Tennessee, Arkansas, Minnesota, Oklahoma, Missouri, Illinois, Ohio, Las Vegas and Virginia ― with more to come.

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The Non-Alcohol Beverage Market, analysts at Beverage Marketing Corporation detail how established categories ― like carbonated soft drinks, bottled water, fruit beverages ― and emerging beverage segments ― such as plant milks, ready-to-drink coffees and teas ― are navigating these shifts.

This important industry event is a learning and information sharing experience for warehousing, distribution and fleet management professionals who will have the opportunity to continue to share ideas and network with their industry peers in a safe and productive format as we continue to navigate these challenging times.