The world is full of hard seltzer brands. Dozens of alcohol-infused fizzy flavored water are available nationally, and there are plenty of craft and smaller brands regionally as well. The category may seem crowded, with beer brands like Bud Light vying for sales against market leaders such as White Claw, but the latest entrant hopes there are hard seltzer drinkers that miss doing the dew while getting their drink on.
Hard Mountain Dew has all the attitude and vibe of edgy middle schoolers loitering between Hot Topic and Mrs. Fields, however, the beverage is strictly for adults of legal drinking age as it contains an ABV of 5% in three flavors—original, black cherry, and watermelon.
Each can features a black backdrop and color palettes inspired by each flavor. The black cherry and watermelon can also highlight their respective fruit in the EXTREME illustrations of dangerous wild animals, while the original sports a screeching eagle, talons flared and pointing directly at the viewer. The flavored malt beverage line is the product of a partnership between PepsiCo and Boston Beer.
“For 80 years, Mountain 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, in a press release. “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 Mountain Dew that maintains the bold, citrus flavor fans know and expect.”
Hard Mountain Dew will hit shelves early next year.
