The new product, developed in partnership with Boston Beer, will be available in 2022.
The American multinational corporation PepsiCo, specializing in the production of soft drinks and other food products, is preparing to launch a new product on the market.
The Reuters news agency reports that this is an alcoholic drink that will be based on the popular taste of Mountain Dew, which is part of the food giant's portfolio. Boston Beer will be involved in the development and direct production of the drink.
In the United States, the new drink will go on sale in the first quarter of 2022. Thus, in a few months PepsiCo will respond to its main competitor Coca-Cola Company, which created its first alcoholic drink Topo Chico Hard Seltzer in partnership with Molson Coors.
It is known that the first product in the new line for PepsiCo will be "Hard Mtn Dew" - it will belong to the category of flavored malt drinks with an alcohol content of 5%.
The upcoming entry of PepsiCo into the segment of low-alcohol drinks became known in the fall of 2020. Then it was reported that the company will make a final decision on the new direction in the coming quarters. In June 2021, PepsiCo applied for brand registration for the production of beer, cocktails and malt drinks. Earlier this year, the company also released the first energy drink based on Mountain Dew. The brand currently ranks fifth in terms of sales in the carbonated drinks market, where its market share is estimated at 7%.