Back in August 2021, Pepsi Co. announced a partnership with The Boston Beer Company to create an alcoholic version of Mountain Dew, a beverage that already feels like it kicks me in the face when I take that first sip. That’s not to say I don’t like Mountain Dew and its cycle of fruit flavors, I’m just saying that Code Red tastes like a liquified version of the slushie you buy at the mall.
It’s tasty, but it’s already a lot for me to handle.
So let’s spike it with alcohol! I mean why not, Arby’s did it.
What is Hard Mountain Dew?
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.
“We know that adult drinkers’ tastes are evolving, and they are looking for new and exciting flavorful beverages. 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.
“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 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.”
Back in January, via Twitter, the brand corrected the glaring error of NOT including Baja Blast in the mix, so now we’re getting four flavors.
Where can you find it?
Hard Mountain Dew (or HARD MTN DEW) was released on 2-22-22, however, it’s currently only available in three states. Select retailers in Tenessee, Florida, and Iowa will have 24-ounce single-serve cans and/or variety packs available of the 100-calorie drink. The variety packs will be a mix of all four flavors and offer a dozen cans, so most likely three cans of each one.
If you’re wondering why this isn’t a nationwide launch, CNN Business has the answer. “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. is working to secure alcohol distribution permits in each US state.”
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. 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.”
Despite what I said earlier about Mountain Dew being a drink that tends to make me go, “whoa, holy shit,” after drinking it, I’m definitely curious about this alcoholic take on it. I fear that it’ll be one of my alcohol weaknesses of “drinks that taste like strawberries and make you think you’re not getting tipsy, but you are DEFINITELY tipsy right now ma’am,” but I won’t be able to figure that out until it comes to my state.
What are your thoughts on doing this Dew?
(Image: Nickelodeon/Paramount+/Pepsi Co.)
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