It was a dark and quiet night when all of a sudden thousands of piercing howls and Hot damns were heard all over, from the Florida keys all the way to the musky borders of Louisiana.
Big cola and beverage mogul PepsiCo has partnered with Boston’s own Boston Beer company better known as the brewer for the popular beer Sam Adams, is tasked at hand to create the first alcoholic Mountain Dew beverage.
Fellow Mountain Dew drinkers over the age of +21 (sorry 18 year olds, you may be able to fight and vote for this country but giving you a beer would definitely be ridiculous)cheered as their new favorite soda will now have the ability to hydrate their thirst and also get them extremely fucked up at the same time.
Boston Beer will develop and produce the drink, called Hard Mtn Dew, while Pepsi has created a new entity to sell, deliver and market the product. The beverage is expected to hit shelves in early 2022.
Hard Mtn Dew will belong to the flavored malt beverage category and contain 5% alcohol by volume. Early images of the products also show that it will contain zero sugar.
The first hint that Pepsi could enter the alcohol category came in October, when Pepsi CEO Ramon Laguarta told analysts the company would consider the move. It followed an announcement from rival Coca-Cola that it would create Topo Chico Hard Seltzer, its first alcoholic beverage for U.S. consumers in decades, through a partnership with Molson Coors Beverage. Pepsi also filed a trademark application in June to sell Rockstar-branded beer and hard seltzer.
A wise move since the beer category as a whole has been struggling. Last year, overall beer volume declined 2.8%, despite total alcohol consumption increasing by its highest rate in nearly two decades, according to industry tracker IWSR. Boston Beer also recently announced a partnership with Beam Suntory to bring its iconic brands into new categories.
Boston Beer shares were trading down more than 2% on Tuesday. The stock has fallen more than 32% since January, putting its market value at $8.2 billion.
Pepsi shares were up slightly in trading Tuesday. The stock has gained 4% year to date, and its market value is at $213.3 billion.