We were surprised that over 50% of Fresca drinkers already mix it with alcoholic beverages. 'It's refreshing, it's convenient, and it's low calorie obviously. What to expect: A press release says the drink, which comes in original, Baja Blast, Black Cherry and Watermelon flavors, 'offers the same great taste of Mountain Dew but with an. Minnesota is the sixth state to get distribution of the drink since its February debut. 'First of all, Fresca fits in with a lot of consumer trends,' Constellation Brands CEO Bill Newlands told Yahoo Finance Live about the launch. Whats new: Hard Mtn Dew hit local shelves Monday, a spokesperson confirmed. Soft-launched in February 2022 in Iowa, Tennessee, and Florida. Contains 5 alcohol by volume and has no caffeine or sugar. Alcoholic version of the original Mountain Dew flavor. This comes on top of a new deal between Coca-Cola and Molson Coors ( TAP) for Topo Chico hard seltzer. Hard Mountain Dew 2022present An alcoholic variant developed with the Boston Beer Company. In 2021, about 50% of adults over the age of 22 consumed a ready-to-drink cocktail, Mintel's data shows, up from 40% in 2018.Ĭoca-Cola also inked a deal earlier this year with beer and wine maker Constellation Brands ( STZ) to distribute alcoholic Fresca. The total volume of sales of spirits-based ready-to-drink cocktails surged 226% from 2016 to 2021, according to data from Mintel. The companies stated that the rollout will begin in late 2022 in Mexico, followed by 'select' markets worldwide in 2023. Boston Beer will take charge of developing and producing the drink while PepsiCo will sell, market and deliver the product to shelves as a new entity in early 2022. We'd rather focus on a few large consumer opportunities and put them through what is a very powerful DSD system,' explained Laguarta. This new drink will be an alcoholic version of the popular Mountain Dew by the beverage giant. That's not our intention to have many, many brands and a very complex set of brands in our distribution. We don't want to be distributing a lot of brands.

We think in alcohol, we can bring new brands to the market. 'Obviously, we get encouraged by this, and we're working on multiple new innovations that will come to the market shortly. The 5% alcoholic drink is currently available in Tennessee, Florida, and Iowa. So it makes us feel positive about the potential of Hard Mountain Dew and the relationship with Boston Beer.'Įarlier this year, PepsiCo launched Hard Mountain Dew in partnership with Boston Beer ( SAM). The product is turning very well, high share in those states. PepsiCo and Boston Beer said they plan to partner on an alcoholic version of the Mountain Dew soft drink with the brand Hard Mtn Dew. 'We've licensed the brand to Boston Beer, and we're providing distribution in some states. 'I think we have a great product that they have developed,' PepsiCo CEO Ramon Laguarta told analysts on an earnings call Tuesday. After what appears to be an encouraging launch of alcohol-based Mountain Dew earlier this year, the brand's owner PepsiCo ( PEP) may be about to push deeper into the ready-to-drink booze space.

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