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.
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