Mountain Dew is entering the spiked seltzer wars
The PepsiCo-owned soft drink is partnering with the Boston Beer Company to make"HARD MTN DEW," a sugar-free canned beverage with 5% alcohol by volume. In a press release, the companies said they paired together because they"understand the importance of delivering new, breakthrough innovations to address the changing tastes of drinkers.""HARD MTN DEW" comes in three flavors, including original, watermelon and black cherry. They will hit shelves in early 2022.
Last month, Boston Beer, which also produces Truly Hard Seltzer, said the boozy seltzer fad was starting to fade and that the entrance of new brands is causing consumer confusion. That news sent shares spiraling 30% and its stock hasn't recovered.
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