PepsiCo and Boston Beer to create alcoholic Mountain Dew drink

The Boston Beer Company and PepsiCo today announced plans to form a business partnership to manufacture the alcoholic beverage HARD MTN DEW.

Source: Boston Beer Company

PepsiCo and Sam Adams Brewer Boston beer work together to create an alcoholic version of Mountain Dew.

Boston Beer will develop and produce the drink called Hard Mtn Dew, while Pepsi has created a new unit for the sale, delivery and marketing of the product. The drink is slated to hit shelves in early 2022.

Hard Mtn Dew will belong to the flavored malt beverage category and contain 5% alcohol by volume. Early pictures of the products also show that they contain no sugar.

The first hint that Pepsi might move into the alcohol category came in October when Pepsi CEO Ramon Laguarta told analysts that the company would be considering the move. An announcement from the rival followed coke that Topo Chico Hard Seltzer would make it, its first alcoholic beverage for US consumers in decades, through a partnership with Molson Coors drinks. Pepsi also filed a trademark application in June to sell Rockstar branded beer and hard seltzer.

Pepsi has been trying for several years to use the weight of the Mountain Dew name to bring the lemonade into new categories like energy drinks. The enterprise launched Mtn Dew Rise Energy earlier this year. According to Euromonitor, Mountain Dew holds around 7% market share in carbonated soft drinks, which puts it in fifth place.

For Boston Beer, the partnership with Pepsi comes because the company’s own products are struggling. In the last quarter the company did rosy projections for his truly tough Seltzer were hit by a reality check, causing the stock to plummet 26% in one day and the brewer lowering its guidance for the full year.

Meanwhile, the beer category as a whole is struggling. Last year, total beer volume fell 2.8%, although total alcohol consumption rose by the highest level in nearly two decades, according to industry tracker IWSR. Boston Beer too recently announced a partnership with Beam Suntory to bring its iconic brands into new categories.

Boston Beer shares were down more than 2% on Tuesday. The stock is down more than 32% since January and has a market value of $ 8.2 billion.

Pepsi shares rose slightly in trading on Tuesday. The stock is up 4% year-to-date and is valued at $ 213.3 billion.

Corridor of Fame Resort & Leisure Firm Extends Settlement with PepsiCo Drinks North America

CANTON, Ohio – () – The Hall of Fame Resort & Entertainment Company (“HOFV” or the “Company”) (NASDAQ: HOFV, HOFVW), the only resort, entertainment and media company focused on the power of professional football, announced today announced that it has expanded its business agreement with PepsiCo Beverages North America as the Hall of Fame Village non-alcoholic beverage partner, with support from Johnson Controls (“The Destination”). Pepsi beverage products continue to be sold at destination and in all of its assets, including the Tom Benson Hall of Fame Stadium, the DoubleTree by Hilton hotel, and the National Youth Football and Sports Complex.

“We are proud to partner with Pepsi to share its line of products in our Destination Assets,” said Erica Muhleman, Executive Vice President, New Business Development / Marketing & Sales at HOFV. ‚ÄúThis partnership is an example of yet another world-class organization on our list of renowned affiliated brands that recognizes our value as a company as we continue to grow our diverse businesses. As soccer fans and visitors alike are sure to return to personal events and vacation trips, this agreement allows us to continue offering our guests high quality branded beverage options in each of our hotels. ”

The expanded partnership enables the continued sale of Pepsi beverage products such as Gatorade, Aquafina, Pepsi and Diet Pepsi to athletes and spectators visiting the destination. The extended options not only include regular provision at the destination, but also the presence at all events planned by HOFV this year, including:

  • Women’s football alliance championship weekend

  • The Highway 77 Music Festival with Dan + Shay, Kelsea Ballerini and others

  • Two Pro Football Hall of Fame anchors

  • The Black College Football Hall of Fame Classic

  • The Hall of Fame game with the Pittsburgh Steelers and Dallas Cowboys

Pepsi is just one of many well-known brands associated with HOFV, including Topgolf Swing Suites, Shulas Restaurant Group, Republic Services, Blue Technologies, and Spectra Partnership.

About the Hall of Fame Resort & Entertainment Company

The Hall of Fame Resort & Entertainment Company (NASDAQ: HOFV, HOFVW) is a resort and entertainment company that works with the Pro Football Hall of Fame to harness the power and popularity of professional football and its legendary players. Hall of Fame Resort & Entertainment Company, headquartered in Canton, Ohio, owns the Hall of Fame Village, operated by Johnson Controls, a versatile sports, entertainment, and media destination around the Pro Football Hall of Fame campus. Further information about the company can be found at www.HOFREco.com.

About PepsiCo

PepsiCo products are enjoyed by consumers more than a billion times a day in more than 200 countries and territories around the world. PepsiCo posted net sales of more than $ 70 billion in 2020, powered by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker, Tropicana, and SodaStream. PepsiCo’s product portfolio includes a wide variety of enjoyable foods and beverages, including 23 brands, each with estimated annual retail sales of more than $ 1 billion. Leading PepsiCo is our vision to be the world leader in convenient foods and beverages by winning on purpose. “Winning with Purpose” reflects our ambition to win sustainably in the market and to embed purpose in all aspects of our business strategy and our brands. For more information, visit www.pepsico.com.

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