Hard Mountain Dew Blasts Onto the Seltzer Scene

Boston Beer, owner of Truly, will partner with PepsiCo on the 2022 launch

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


Long before late-night taco lovers were spiking their Baja Blast with tequila, Mountain Dew had a close association with alcohol.

The caffeinated soda has always been zero-proof, but its name was drawn from an Appalachian term for moonshine. It was first concocted amid the Great Depression by Barney and Ally Hartman as a mixer for their favorite bourbon.

Now Mountain Dew is getting an official alcoholic kick with the upcoming launch of Hard Mountain Dew.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in