“Coke and Pepsi are hoping to strike gold within the rapidly expanding RTD alcoholic beverage market,” Bryant stated. In his blog post, Mintel’s Bryant noted that PepsiCo has filed a trademark application that indicates it also plans to produce beverage alcohol products under the Rockstar brand. “HARD MTN DEW delivers on the bold, citrus flavors of the soft drink fans know and love, now with an added bite of 5% ABV.”Īs part of the business arrangement, Boston Beer will develop and produce HARD MTN DEW, while Blue Cloud Distribution Inc., a new entity, wholly owned by PepsiCo, is responsible for the wholesale operations of HARD MTN DEW, including sales, distribution and merchandising. drinkers,” said Lesya Lysyj, chief marketing officer of The Boston Beer Co., in a statement. and PepsiCo share a passion for pushing boundaries and delivering innovative new beverages that meet the evolving demands of U.S. and PepsiCo collaborated for the release of HARD MTN DEW, a new alcohol beverage featuring four flavors: original MTN DEW, Baja Blast, Black Cherry and Watermelon. HARD MTN DEW currently is available across Florida, Tennessee and Iowa ― with expanded availability to be announced throughout 2022. and the creation of HARD MTN DEW, a new 5% ABV alcohol beverage featuring four flavors: original MTN DEW, Baja Blast, Black Cherry and Watermelon. PepsiCo’s entry into the beverage alcohol space stems from its partnership with Boston-based The Boston Beer Co. “The Coca-Cola Co.’s FRESCA brand is not only trusted by consumers, but also directly delivers on consumer preferences for refreshment, flavor, and convenience ― attributes that also play well within beverage alcohol and where we can leverage our expertise,” said Bill Newlands, Constellation’s president and CEO, in a statement earlier this year. Leveraging its credentials as a popular mixer, FRESCA Mixed cocktails will balance the FRESCA flavor consumers expect with quality spirit bases rooted in Constellation’s expertise, the companies say. also has partnered with Victor, N.Y.-based Constellation Brands for the future launch of FRESCA Mixed, a new line of 5% ABV spirit-based, ready-to-drink (RTD) cocktails that is expected to launch this year in three flavors: Original, Black Cherry and Watermelon. We believe people will be excited to try this delicious beverage when it arrives on shelves later this year.”Īs noted earlier in this article, The Coca-Cola Co. “With this momentum, we are excited to expand our relationship with products inspired by another one of our most valuable brands: Simply. The proof is in the success of Topo Chico Hard Seltzer’s national expansion and the introduction of Topo Chico Ranch Water Hard Seltzer,” said Dan White, chief of new revenue streams for Coca-Cola North America Operating Unit, in a statement earlier this year. and Molson Coors have a thriving relationship in North America. ![]() Meanwhile, the 5% ABV Simply Spiked will launch this summer. Topo Chico Ranch Water Hard Seltzer, featuring a 4.7% ABV, can be found in stores across Alabama, Arizona, California, Colorado, Georgia, New Mexico, Oklahoma, Tennessee and Texas. ![]() ![]() began with the 2021 launch of Topo Chico Hard Seltzer, now followed up with Topo Chico Ranch Water Hard Seltzer and Simply Spiked. In a February blog post titled “Coke and Pepsi go hard with new RTD alcoholic drinks,” Caleb Bryant, associate director of food and drink at Chicago-based Mintel, details that the rivalry between the companies now will extend to the beverage alcohol space thanks to their respective new partnerships.įor instance, The Coca-Cola Co.’s partnership with Chicago-based Molson Coors Beverage Co. ![]() Power of brand recognitionĪs beverage brands look to cross into new territory, two non-alcohol beverage corporations have caught the attention of analysts: Atlanta-based The Coca-Cola Co. “The buzz around the late 2021 roll out of Tim Horton’s and Justin Bieber’s line of products boosted the Canadian fast food restaurant’s sales by 10.3% in the fourth quarter,” she continues, citing a recent New York Post article.
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