August 10, 2021, 4 minutes readAlthough the hard seltzer market might seem saturated, brands that have never ventured into the alcohol market before are using a loyal customer base and legacy product (aka soda), to enter the market and possibly disrupt it.Mountain Dew is a good example of this. It announced that it was partnering with the Boston Beer Company to create HARD MTN DEW. This flavored malt beverage contains 5% alcohol per cup.PepsiCo owns Mountain Dew and hopes to have the product on shelves and in stores by 2022.Kirk Tanner, CEO of PepsiCo North America, stated that MTN DEW has been challenging the status quo for 80 years. "MTN DEW has brought bold flavors and unmatched beverage innovations to millions of customers." The Boston Beer Company partnership brings together two respected leaders from our respective industries to address changing tastes. We are delighted to be able to create HARD MTN DEW with the bold, citrus flavors that fans have come to expect.Related: 11 Ways Alcohol Drinking Can Make You Smarter and HealthierThe new drink was quickly dubbed the Four Loko by the masses, the famous canned and caffeinated alcoholic beverage that was banned from the market in 2010. However, it returned to the market with a better recipe.Mountain Dew will be releasing a hard seltzer! Kody Lane (@VeryKodyLane August 10, 2021I will not be complicit in this evil. Mountain Dew has a perfect flavor. It shouldn't be altered with watermelon or black cherries. Making it a hard seltzer would be a terrible idea. I will stick to soft drinks. Jared Walczak (@JaredWalczak), August 10, 2021Mountain Dew created a seltzer that feels illegal two penny whore (@whore_two), August 10, 2021They turned soda into seltzer just as Jesus made wine from water. Cheers kai (@Kaindest1) August 10, 2021What about 5%?okay so mountain dew seltzer?Are we going to need it? Kareem (@kareem305king), August 10, 2021The end of our republic will come with the introduction of Mountain Dew alcoholic beverage. It could also lead to the end of humanity as we know. Eric Reynolds (@ereynolds161) August 10, 2020Hard Mountain Dew is a great choiceStreets like 2010 Four Loko did BLACK JOE DIR (@BIGBABYSCUMBAG), August 10, 2021It's going to be hard Mountain Dew? LETS FUCKING GOOO Cumquila (@SaltyGyoza) August 10, 2021Hard Mountain Dew (@Dravved), August 10, 2021OMG, who is?????? You asked: asked?? Gabrielle Alexa Noel (@gabalexa) August 10, 2021All of human history has led to this moment. Hard Mountain Dew Beebs were created by @BrothersBrendan on August 10, 2021Four Loko walked so Hard Mountain Dew could run Henny Hardaway. (@_AssassinCreed, August 10, 2021).Others asked, "Do we really need this?" Others said the product was illegal, while others insist that it is legal.Both companies have not made it clear whether the new beverage will contain caffeine. Some claim that the drink is the "fabled fifth loco" and others say it's "four Loko walking so Hard Mountain Dew can run."You can choose from three flavors: black cherry, watermelon, and the original Mountain Dew flavor. All beverages are zero-sugar.PepsiCo stock rose by more than 14% over the past year, as of Tuesday afternoon.Related: Boston Beers: Post-Pandemic Prospects: Don't Worry (NYSE: SAM).
