“Customers are very much into it, that’s for sure.” “I would say it’s probably about 5-to-1 outselling other new products like seltzers,” says Carl (who declined to give his last name), the manager of Ulmerton Liquors in Largo, Florida.
According to accounts from retailers in those states, drinkers are buying the four flavors of Hard MTN DEW (Original, Baja Blast, Black Cherry and Watermelon) at rates far beyond other recent hard seltzer and FMB launches.Ĭhain retail sales data for Hard MTN DEW will be available soon, but based on anecdotal accounts from grocery and liquor stores, the numbers should look promising. Were legal drinking age adults really asking for a spiked version? ( Boston Beer says Mountain Dew soda was originally created as a mixer for spirits 80 years ago.) And how was Pepsi, which hadn’t until now distributed alcohol, planning to legally and logistically move into this highly regulated space? The latter, at least, has an answer: Pepsi created a new business division, Blue Cloud, to seek alcohol distribution licenses in Hard MTN DEW’s 17 proposed launch markets.Ĭurrently available in three states-Iowa, Florida, and Tennessee-Hard MTN DEW has come out of the gates swinging. To start, the standard version of Mountain Dew is itself a flavor mystery. “That’s unusual.”Ī nnounced in August, the flavored malt beverage (FMB) initially drew its share of “WTF” reactions. She says her Kroger sold out of its first delivery of 18 cases of Hard MTN DEW within four days. “Unfortunately it sold out before I could force myself to try it,” says Lauren Reardon, assistant store manager of a Kroger grocery store in La Verne, Tennessee. 22 debut, one thing has become clear from retailer reports: Drinkers are more than ready to get all jacked up on boozy Mountain Dew. Hard MTN DEW’s development, production, and distribution are convoluted. Big plays, smart moves, and otherwise curious indicators of beer's possible future.
Ferments at Low Temps by Stephanie Byce.Susan Stapleton is the entertainment editor at The Des Moines Register. Shoppers can buy the new offering in 24-ounce single-serve cans or in a 12 pack with three of each of the four flavors in 12-ounce cans.Ĭitrus-flavored beverage Mountain Dew, now stylized as Mtn Dew, originally came out in 1940 and was intended to be a mixer for alcohol.Īs Hard Mtn Dew rolls out statewide, fans can look for availability at. The Boston Beer Co., brewers of Samuel Adams beer, teamed up with Mtn Dew on the hard seltzer that’s 5% alcohol by volume. Hard Mtn Dew comes in Baja Blast, black cherry and watermelon, as well as the classic Mtn Dew flavor.Īt 100 calories, the new hard seltzer features zero added sugar and no caffeine.įlorida and Tennessee are the other test markets for the new hard seltzer. Hard Mtn Dew launched across Iowa on Tuesday with four flavors for those 21 and older.
Mtn Dew is getting in on the hard seltzer game, and Iowa is one of three markets nationwide to get to sip the boozy concoction first.
0 kommentar(er)
