He says the customers purchasing it span demographics and that it’s “a good mix” of people making Hard MTN DEW purchases. The task ahead of Hard MTN DEW will be to maintain early momentum for the longer haul.Ĭarl couldn’t say exactly what’s behind its e popularity, and he hasn’t tried the product himself. Within nine months, however, that demand had softened, official brand partner Travis Scott found himself in legal trouble following a deadly accident during his AstroWorld performance, and Anheuser-Busch InBev had pulled the plug on the seltzer brand.

Cacti became a top-5 seltzer brands in its first week and bested competitors including Truly Hard Seltzer Lemonade and Vizzy variety packs. This has echoes of Cacti Agave Spiked Seltzer, which debuted to gangbusters demand that outpaced supply in early weeks. “Customers are very much into it, that’s for sure.” “I would say it’s probably about 5-to-1 outselling other new products like seltzers,” says Carl (who declined to give his last name), the manager of Ulmerton Liquors in Largo, Florida. According to accounts from retailers in those states, drinkers are buying the four flavors of Hard MTN DEW (Original, Baja Blast, Black Cherry and Watermelon) at rates far beyond other recent hard seltzer and FMB launches.Ĭhain retail sales data for Hard MTN DEW will be available soon, but based on anecdotal accounts from grocery and liquor stores, the numbers should look promising. 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. From Barons to Barrels with Captain Pabst.Message in a Bottle with Brewery Ommegang.Beer is Labor with East Brother Beer Co.Let Go or Get Dragged by Jerard Fagerberg.Ferments at Low Temps by Stephanie Byce.

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