PepsiCo partners with Boston Beer for new alcohol beverage launch in the US

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Hitting the shelves in early 2022

The Boston Beer Company and PepsiCo have 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 PepsiCo’s most iconic brands.

As part of the business arrangement, Boston Beer will develop and produce new HARD MTN DEW and PepsiCo has set up a new entity to sell, deliver, and merchandise the product. Consumers should anticipate finding HARD MTN DEW on shelves in early 2022.

This new flavored malt beverage (FMB) will be marketed to adults of legal age and merchandized consistently with other alcohol beverages.

Kirk Tanner, PepsiCo Beverages North America CEO said, “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.” 

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