From Coke to Monster, both soft drink and energy drink companies have been entering the beverage alcohol market of late. One of the biggest headlines last summer was that The Boston Beer Co. and PepsiCo were working together on a HARD MTN DEW brand, which has now been officially released this week. Does this mean your Mountain Dew mixology days are over? Decide for yourself: At 5 percent ABV, there will be four flavors — classic, Baja Blast, black cherry and watermelon — with no caffeine, zero added sugar and 100 calories per serving. Adhering to the brand’s go big or go home badge, this booze Dew will be available in a 24-oz, single-serve can, as well as a 12-pack of 12-oz can mix packs.
The big questions is can you get HARD MTN DEW right this very second? Probably no. It’s rolling out now across Florida, Tennessee and Iowa — with expanded availability to be announced throughout 2022. BUT, if you’re worried that HARD MTN DEW isn’t available in your state and you have a diagnosed Dew disorder, there’s a contest. Through March 8, visit HowFarForHardDew.com to enter the How Far Would You Go? contest for the chance to win a dream trip to taste HARD MTN DEW in Tennessee — the birthplace of the brand. I do indeed wonder how far you would go.
From the press release:
“The Boston Beer Company and PepsiCo share a passion for pushing boundaries and delivering innovative new beverages that meet the evolving demands of U.S. drinkers,” said Lesya Lysyj, CMO of The Boston Beer Company. “HARD MTN DEW delivers on the bold, citrus flavors of the soft drink fans know and love, now with an added bite of 5% ABV.”
As part of the business arrangement, Boston Beer will develop and produce new HARD MTN DEW and Blue Cloud Distribution Inc. a new entity, wholly owned by PepsiCo, is responsible for the wholesale operations of HARD MTN DEW, including sales, distribution and merchandising.
To participate, tell us exactly how far you would travel and what lengths you would go to get your hands on HARD MTN DEW. The winning submission will receive a trip to Nashville, Tennessee for a one-of-a-kind HARD MTN DEW experience, including airfare, two nights lodging, transportation and a $1,000 spending allowance. To participate, entrants must be twenty-one years of age and be a U.S. resident. Full rules and regulations can be found here.