PepsiCo. and Boston Beer Company officially launched a suite of spiked Mountain Dew Beverages, Hard MTN DEW.
The official release adds Baja Blast to the flavor lineup which, upon the initial announcement last August of the canned beverages, only included Black Cherry, Watermelon, and original Mountain Dew.
The drinks, which are 100 calories and 5 percent ABV, will be available in 24-ounce single serving cans and 12-packs of 12 ounce cans.
Where Can You Buy Hard MTN DEW?
Hard MTN DEW was initially released in Florida, Tennessee, and Iowa, but the brand has plans to expand to other states this year. As of June 13, the brand’s Instagram account has announced additional availability in Arkansas, Oklahoma, and Minnesota. HARD MTN DEW later shared that it was expanding to Nevada and Ohio, as well.
“Originally intended to be a mixer for alcoholic spirits when MTN DEW was created more than 80 years ago, the brand is returning to its roots in one of the first alcoholic versions of a major soft drink,” Boston Beer Company wrote in a press release.
In a recent episode of the VinePair Podcast, hosts Adam Teeter, Joanna Sciarrino, and Zach Geballe discussed the target audience of hard soda, a growing category in the RTD space. In the episode, they taste the four flavors of Hard MTN DEW. Tune in to hear their impressions.
On June 13, the company shared its first commercial promoting the beverage, which states that viewers should “freak out responsibly.” Nielsen data, provided by Beer Marketer’s Insights, indicates that the hard soda has generated some $13 million in sales.