Hard Mountain Dew Tells Its Superfans to 'Freak Out Responsibly'

The first marketing push comes as the new flavored malt beverage expands to seven states

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A businessman charges through a plate-glass window, a grill master abandons his flaming barbecue and a mail carrier flees her job mid-route, hurdling over a hedge. They all race to the same convenience-store parking lot where they get into an epic wrestling match.

What causes this dog pile of flailing limbs and spiking heart rates?

The appearance of Hard Mountain Dew, a boozy seltzer with a fandom so rabid that demand for the product has outstripped its availability, according to the brand.

Hard Mountain Dew, a partnership between PepsiCo and Boston Beer Company, dropped in only three states—Tennessee, Iowa and Florida—in February.



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