Boston Beer, owner of Truly, will partner with PepsiCo to launch the beer in 2022.
Long before late-night taco drinkers started pouring tequila into their Baja Blast, Mountain Dew had a close connection to alcohol.
The caffeinated soda has always been zero-proof, and its name comes from the Appalachian term for moonshine. It was first coined during the Great Depression by Barney and Ellie Hartman as a mixer for their beloved bourbon.
Now Mountain Dew is getting an official alcoholic kick with the upcoming launch of Hard Mountain Dew.
The product line announced today will be a collaboration between Boston Beer Company and PepsiCo. Hard Mountain Dew drinks will contain 5 percent alcohol by volume and will be caffeine-free. Initially, it will only be sold in the U.S.
wait what https://t.co/aOjcSBmRlU
— Mountain Dew® (@MountainDew) August 10, 2021
Boston Beer’s Truly line of hard seltzer drinks has generally been a success in recent years, though in July the company’s stock plummeted 26% in one day after management said Truly’s summer sales had not met expectations — likely because of increased competition in the crowded flavored malt beverage category.
Earlier this year, PepsiCo also announced that it would launch a Mountain Dew energy drink called Mountain Dew Rise Energy.
“The partnership with Boston Beer Company brings together two recognized leaders in our industries to meet changing consumer tastes,” Kirk Tanner, CEO of PepsiCo Beverages North America, said in a statement, “and we are thrilled to create a Hard Mountain Dew that will maintain the bold, citrusy taste that fans know and expect.