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People’s love for alcoholic energy drinks has sparked PepsiCo’s interest in expanding Mountain Dew into the alcoholic beverage market. In collaboration with Sam Adams brewer Boston Beer, PepsiCo is venturing into new territory by creating Hard Mountain Dew, the brand’s first venture into the alcoholic drink category.
The new drink, named Hard Mountain Dew or “Hard Mtn Dew,” is set to contain 5% alcohol content and will be sugar-free. While details about its caffeine content are yet to be revealed, its target demographic and Mountain Dew’s reputation suggest that it may contain high levels of caffeine.
Despite a growing demand for alcoholic beverages, some products like Boston Beer’s Truly hard seltzer have not met sales expectations, indicating a shifting trend away from hard seltzer products. This raises questions about the potential success of Hard Mountain Dew as it prepares to launch in stores next year.
