Additionally, not everyone was receptive to the new flavor combination, with over a fifth skeptical about the perceived taste and flavors on offer. However, the bold, dark, and masculine aesthetic - more akin to an energy drink - broke with the minimalistic approach adopted by the wider category. The addition of an alcoholic twist to the popular soda generated plenty of excitement, as did the range of fruity flavors on offer. It’s safe to assume Hard Mountain Dew’s first priority was to stand out from the crowd – and, in this respect, it succeeded. Compel: Does it motivate behavioral change?.Connect: Does it instantly recall the brand?.Captivate: Does it stand out and grab attention?.So, will Hard Mtn Dew sparkle or go flat? To find out, we used our 3 C’s methodology to predict its in-market potential: While offering something fresh and original, it enters a category which has seen an influx of new entrants (both established players and newcomers) looking to capitalize on the category’s surging popularity. The shift fits with owner PepsiCo’s broader objective of catering to the widest possible range of tastes and occasions.īacked by the renowned Boston Beer Company, the new beverage is available in 3 fruity flavors: Black Cherry, Watermelon, and “Original” Mountain Dew. The arrival of Hard Mtn Dew marks a pivot for the brand - entering the alcoholic beverage category for the first time and attempting to capitalize on the fast-growing seltzer segment. However, most of the brand’s previous undertakings have remained firmly within its carbonated and energy drink wheelhouse - until now. According to the contest page, “The trip includes airfare for you and a friend, two nights of epic lodging, transportation, a $1,000 spending allowance – and of course a HARD MTN DEW tasting experience like no other.Mountain Dew has never been one to shy away from experimental flavors and collaborations - you only have to look at its first-to-market partnership with Taco Bell, or more recent limited edition Flamin’ Hot variant, as evidence of this. If you don’t reside in one of those states and are eager to try the drink right now, you can actually enter a contest hosted by the folks who made Dew HARD for a chance to win a trip to Nashville, Tennessee, which is where the drink was originally created. Hard Mountain Dew comes to Minnesota - Axios Twin Cities Food and Drink Hard Mountain Dew comes to Minnesota Torey Van Oot Image screenshot of HardMountainDew Twitter account Attention all Minnesotans who love their Mountain Dew: You can now buy boozy versions of the fluorescent beverage here in the state. is working to secure alcohol distribution permits in each US state.” “Federal laws prevent it from a single nationwide launch as the new entity created by Boston Beer and Pepsi to distribute the drink, called Blue Cloud Distribution, Inc. If you’re wondering why this isn’t a nationwide launch, CNN Business has the answer. Who is getting that first taste? /3jMGrGmdxk- Hard Mountain Dew February 22, 2022 Hard MTN DEW is hitting shelves in Florida, Tennessee, and Iowa. “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.” “For 80 years MTN DEW has challenged the status quo, bringing bold flavors and unmatched beverage innovation to millions of fans,” said Kirk Tanner, PepsiCo Beverages North America CEO. The combination of our experience in brewing and developing the best-tasting hard seltzers and hard teas, and MTN DEW, a one of kind multi-billion dollar brand, will deliver the excitement and refreshment that drinkers know and love,” said Dave Burwick, Boston Beer’s CEO. “We know that adult drinkers’ tastes are evolving, and they are looking for new and exciting flavorful beverages. According to its press release, “Adults of legal drinking age will experience the HARD MTN DEW bold flavors and distinctive branding, all with an Alcohol by Volume (ABV) of 5%.” Crafted with natural and artificial flavors, the drink has zero sugar, isn’t caffeinated, and was initially set to come in three flavors: Classic, Black Cherry, and Watermelon.
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