Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
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.
The product line, announced today, will be a collaboration between Boston Beer Company and PepsiCo.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in