Hard Mtn Dew Is Real and It'll Be Here Next Year
A few weeks ago, the Boston Beer Company — best known as the maker of Sam Adams beer — saw their stock nosedive after sales of their Truly Hard Seltzer brand weren't as strong as expected. The news was met with plenty of opinion pieces: Is the hard seltzer boom over? Possibly, but Boston Beer already has another potential boom up their sleeve. Today, the beverage maker announced a collaboration with Pepsi for one of the most buzzworthy modern alcoholic drinks yet: Hard Mtn Dew.
Hard Mtn Dew is billed as offering Mtn Dew's "bold flavors and distinctive branding, all with an Alcohol by Volume (ABV) of 5 percent, perfect for occasions to dial-up the fun." Specifically, promotional images for the forthcoming hard soda show three flavors — regular Mtn Dew, Black Cherry, and Watermelon — with all three packages boasting "zero sugar" on these malt beverages "with natural & artificial flavors."
"We know that adult drinkers' tastes are evolving, and they are looking for new and exciting flavorful beverages," Boston Beer CEO Dave Burwick said in the announcement. "The combination of our experience in brewing and developing the best-tasting hard seltzers and hard teas, and Mtn Dew, a one of kind multi-billion dollar brand, will deliver the excitement and refreshment that drinkers know and love."
"For 80 years Mtn Dew has challenged the status quo, bringing bold flavors and unmatched beverage innovation to millions of fans," Kirk Tanner, CEO of PepsiCo Beverages North America, added. "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."
But don't expect it any time soon. The brands say that Hard Mtn Dew won't be hitting shelves until "early 2022." Luckily, if there's one thing Mtn Dew fans are known for, it's their… uh… patience?