After months of teasing and anticipation, Pepsi is finally getting into the hard seltzer game. PepsiCo (NASDAQ: PEP) is teaming up with the Boston Beer Company (NYSE: SAM), makers of Sam Adams and Truly Hard Seltzer, to introduce HARD MTN DEW. The companies announced the partnership earlier this week.

Industry insiders have been looking for PepsiCo to release its first hard beverage since its biggest rival, The Coca-Cola Company, announced the release of Topo Chico Hard Seltzer last August. It partnered with Molson Coors (NYSE: TAP) in order to bring the hard version of its iconic mineral water brand to the US.

Topo Chico Hard Seltzer, which hit American stores this spring, represented The Coca-Cola Company’s first foray into hard beverages (at least in US markets) in nearly 40 years. Since its release, the spiked Topo Chico has received rave reviews.

Now PepsiCo is teaming up with the maker of Truly, aka the Pepsi to White Claw’s Coke, for the highly anticipated release.

While recent news suggested that Rock Star might be the first Pepsi owned brand to go hard, it is exciting to see the company advance this iconic drink (although this hard seltzer aficionado and Dew super fan predicted that Pepsi would expand the MTN DEW brand into flavored malt beverages – or FMBs – in August of last year).

With an anticipated release date of early 2022, HARD MTN DEW will contain 5% ABV and zero sugar. It will be launched in three initial flavors – Black Cherry, Watermelon, and Original Dew.

“We know that adult drinkers’ tastes are evolving, and they are looking for new and exciting flavorful beverages,” said Dave Burwick, Boston Beer’s CEO.

“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.”

The Boston Beer Company will develop and produce HARD MTN DEW, while PepsiCo will “sell, deliver, and merchandise the product,” according to a statement announcing the partnership. PepsiCo will form a new corporation to handle distribution of the beverage as it cautiously learns to navigate the US’s complicated, three-tiered alcohol distribution system.

Both companies have a strong history of product innovation, and a keen eye for anticipating consumer desire and spotting new trends.

“For 80 years MTN DEW has challenged the status quo, bringing bold flavors and unmatched beverage innovation to millions of fans,” said Kirk Tanner, PepsiCo Beverages North America CEO.

“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.”

HARD MTN DEW is a natural evolution for the soda brand, which was originally introduced in the 1940s as a mixer for whiskey. Indeed, “mountain dew” was originally a slang term for moonshine.

PepsiCo acquired the brand in 1964, and soon began marketing it toward younger consumers with active, outdoorsy lifestyles. It has been stylized as MTN DEW within US markets since 2008.

Erin Grafton
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