Boston Beer, the company behind the Samuel Adams beer and Angry Orchard hard cider, will make the alcoholic Mountain Dew rendition, while PepsiCo has set up a new entity to sell the product, the companies said. They expect it to be on shelves in early 2022.
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The beverage, which will have black cherry and watermelon among its flavors, won’t contain caffeine and sugar, a Boston Beer spokeswoman said. The drink will have an alcohol by volume of 5%, the companies said.
The Boston Beer Company and PepsiCo today announced plans to enter a business collaboration to produce HARD MTN DEW alcoholic beverage. The partnership unites Boston Beer’s world-class innovation and expertise in alcoholic beverages with one of Pepsi
The new product comes after Boston Beer last month said it overestimated the growth of its hard-seltzer category in the second quarter, with demand for its Truly product being lower than anticipated. Meanwhile, PepsiCo and rivals including Coca-Cola Co. have been working for years to shift their beverage sales away from sugary drinks and toward lower-calorie offerings such as diet soda, flavored seltzer and bottled water.
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PepsiCo this year introduced an energy drink called Mountain Dew Rise as the company is leaning hard into the category. Last year, it splashed out $3.85 billion on energy-drink company Rockstar.
The beverage giant last week said it would sell Tropicana and other juice brands to private-equity firm PAI Partners, parting ways with one of its most famous holdings in a bid to boost growth.