Hard Mtn Dew to launch through a PepsiCo-Boston Beer partnership27 Aug 2021
From a new partnership between Big Beer and Big Soda comes Hard Mtn Dew, a flavored malt beverage with 5% ABV. The alcoholic drink will be available to consumers beginning in early 2022.
The arrangement of this partnership dictates that Boston Beer will develop and produce the new malt beverage PepsiCo will be responsible for selling, delivering, and merchandising the product.
Ready-to-drink and malt beverages have been in vogue for several years now and are a well-known category for Boston Beer, which produces Truly Hard Seltzer, one of the dominant brands on the hard seltzer market alongside Mark Anthony Brands' White Claw. By adding Hard Mtn Dew, the beer company is confirming that it is a long-term decision to move away from its flagship Sam Adams brew in favor of more contemporary beverages. Already, the enterprise has Twisted Tea and Angry Orchard Hard Cider in addition to its hard seltzer product.
Nor is Boston Beer a stranger to partnerships. Recently, it partnered with Beam Suntory to bottle some of its iconic spirits into RTD beverages. Now, this new alliance with PepsiCo underscores just how alluring the RTD category is for beverage makers.
Under the guidance of CEO Ramon Laguarta, PepsiCo has made strides to become a modern snack and beverage company by making big plays for younger consumers that are interested in better-for-you convenient offerings rather than legacy brands. However, this is its first step across the line into the alcohol category. This play has long been in the works for PepsiCo that hinted last year that it would investigate the adult libations market and determine if it wanted to offer products in that category. Then, last summer, the company filed a trademark application under its Rockstar energy brand to register the name as a brand that would sell alcoholic malt beverages and hard seltzer. Clearly, this first alcohol-adjacent partnership is not under the Rockstar brand, which leaves room for additional innovation should Hard Mtn Dew take off.
Starting with Mtn Dew may have been a wise move for PepsiCo as the brand is well known and remains popular despite slipping soda sales. The company has already successfully parlayed the brand name into energy drinks, another growing category. With this latest move, PepsiCo is offering the Mtn Dew brand name to consumers for yet another occasion, and it is doing so in a way that allows the company to ride the wave of the brand that will more than likely bring an initial wave of customers in to try the product.
Plus, this malt beverage will now provide PepsiCo with a product to compete against its historic rival Coca-Cola which launched Topo Chico Hard Seltzer last year in partnership with Molson Coors.
Swedish food agency: One in 10 coffee brands contain excess acrylamide
7 Dec 2022
New findings from the Swedish Food Agency have revealed three of 29 coffee products sampled contained acrylamide above limits, reinforcing the link between levels and degree of roasting.Read more
Editor’s choice: Our roundup of the latest women’s health products around the world
2 Dec 2022
From botanicals to combat menopause symptoms to a hydration powder for mothers-to-be, here is our roundup of the most innovative new product launches within women’s health.Read more
The prize no brand wants to win: 2022’s most misleading products
28 Nov 2022
Food industry watchdog Foodwatch is asking consumers to vote for 2022’s most misleading product. A high-sugar vitamin water and “artisan” salad made with artificial additives are among the nominees.Read more
enduracarb®: A science-backed trehalose ingredient for athletic endurance
24 Nov 2022
enduracarb® is a science-backed, slow-acting carbohydrate that can power athletes’ performance. Produced using a high-purity production process, it is suitable for a wide variety of applications.Read more
China bans celebrity endorsement of health and formula foods
22 Nov 2022
China is to ban celebrity endorsement or advertising of certain products, completely banning high profile figures with “lapsed morals” as the country attempts to drive society towards “core socialist values”.Read more
MicroThermics’ Formulators Guide to Process Selection for Plant-Based Beverages
15 Nov 2022
Plant-based beverages & products are mainstream! Come to FIE booth 4D122 & read our whitepaper to see how processing in the lab at commercial HTST & UHT conditions gets you to market faster for less!Read more
PlantGuard™: Natural preservation solutions for clean-label products
11 Nov 2022
To respond to consumer demand for naturality and clean labels, Prinova has developed PlantGuard™, a 100% plant-based range which preserves the flavour, colour, and freshness of foods and beverages.Read more
Give your fermented protein drinks a clear head start
10 Nov 2022
Fermented protein beverages are rising in popularity as more consumers make efforts to strengthen their health and wellbeing. Made for the ready-to-drink segment, products such as kombucha and drinking yoghurt are gaining traction as healthier alternat...Read more
Enjoy it all: DSM talks taste, texture and health in the run up to FiE 2022
10 Nov 2022
Enhancing plant-based applications in taste, texture and health, addressing trending health priorities and introducing efficiency improving technologies – don’t miss the chance to meet DSM at FiE.Read more
Zero-waste water purification system looks to unsettle bottled water industry
7 Nov 2022
The bottled water industry is facing stiff competition from a raft of startups looking to reduce water and plastic waste as demanded by today’s sustainable-conscious consumer.Read more