Coming in 2022 – Hard Mtn Dew. You 100% read that right.
PepsiCo and Boston Beer Co. are currently working on the new alcoholic beverage, slated to be released in multiple flavors next year.
This release is hot on the heels of Coca-Cola’s Topo Chico Hard Seltzer that hit the market earlier this year, leveraging Topo Chico fame to grab some of the hard seltzer market. Energy drink maker Bang, as well as Four Loko have made hard seltzers, with Rock Star Hard Seltzer coming to market in the near future.
At least three flavors of Hard Mtn Dew are planned, including Black Cherry, Watermelon, and regular Mountain Dew, each 5% alcohol by volume and boasting zero sugar.
The announcement of Hard Mtn Dew comes just weeks after Boston Beer announced that hard seltzer darling Truly are down 26% – most likely due to an increasingly crowded seltzer market.
Boston Beer Company’s Truly Hard Seltzer debuted in 2016 and has been on fire ever since. The flavored seltzers are one of the top 3 selling brands in the category in America. Building off that success, Boston Beer has announced their next creation in an already explosive category – Truly Lemonade.
Keeping with Truly’s “healthier” approach, Truly’s new Lemonade and family of flavors boast 100 calorie, 1 gram of sugar, and 5% alcohol by volume.
According to Casey O’Neill, Senior Manager of Product Development at Boston Beer says the Lemonade series has more flavor than the traditional hard seltzer.
“It really is the best of both worlds and brings together flavor and refreshment in a way that nothing else in the category does right now. Drinkers will have to taste it to believe it, but we’re confident they’ll love Truly Lemonade as much as we do.”
Truly Lemonade is available in Original Lemonade, Black Cherry Lemonade, Strawberry Lemonade, and Mango Lemonade in 12oz/12ct variety packs, 16 & 24-ounce single-serve cans, nationally starting in January.
Style: Hard Seltzer/Hard Lemonade Hybrid
Availability: 12oz, 16oz, 24oz Cans. Nationally
Debut: January 2020
PIC: Beer Street Journal
Boston Beer Company is expanding their Brewing The American Dream program nationally. Brewing the American Dream provides loans and industry-specific coaching, mentoring, and educational resources to business owners who find it difficult to access the capital and guidance needed to sustain and grow their businesses.The national expansion will target at least $1 million in new loans, across the United States. Boston Beer is also introducing a new Online Community, giving small businesses access to online resources in the food/beverage/hospitality segment. The site wil provide access to unparalleled resources to help them succeed.
The beer brewer has partnered with Accion, a microlender. To date, over $1 million has been loaned to over 150 businesses with a reported very low default rate.
“What differentiates Brewing the American Dream is the combination of loans and hands-on education,” said Jim Koch, brewer and founder of Samuel Adams. “Working with Accion, we identify small business applicants who are often viewed as too risky by traditional banks — yet at the forefront of job creation and growth within their local communities — and where a relatively modest loan can have a meaningful impact. From there, we get down in the trenches with them through one-on-one mentoring and coaching to help them grow their businesses.”
I was surprised when so many people seemed upset that Sam Adams Noble Pils was seemingly retired. Alpine Spring Lager is taking its place as the spring seasonal. As it turns out, yes Noble Pils is NOT the spring seasonal anymore, Pils has been promoted to year round status.
Noble Pils uses Bohemian floor malted barley and all 5 noble hops. It won in a landslide in the brewery’s 2009 Beer Lovers Choice Selection. This pilsner will return full time in Late February, 2012.
Boston Beer Company launched the Hardcore Cider brand in 1997. The Hardcore line is headed for retirement to give way to a new cider brand by the brewery. Some of the country has already seen some of these offerings, as Boston Beer has been quietly test marketing the cider on shelves in New England.
The launch of this new cider brand comes at a time where the company believes that there is very little brand loyalty among cider drinkers. According to Angry Orchard sales sheets, the cider category has grown 23% in 2011, with a profitable forecast in 2012. Target market? 23-30 year old males/females.
Angry Orchard will use only European & Italian apples. Apparently US domestic apples do not provide the same taste as imported apples.
French Bittersweet – Tannic “wine like” flavors, tart, great mouthfeel.
Italian Culinary Apples – Fruity. Adds complexity to cider
Crisp Apple, 5% ABV – The fresh apple aroma and slightly sweet, ripe apple flavor makes this cider hard to resist. 12oz bottles, Draft. 5% ABV (Lead Brand)
Apple Ginger, 5% ABV – The fresh ginger and apple flavors blend together for a sweet, yet slightly tart taste with a distinct ginger aroma. The result is a smooth, refreshing cider that goes down easy. 12oz bottles only.
Traditional Dry, 5.5% ABV – Our Traditional Dry Cider is made in the style of English draft ciders. This cider is bittersweet and slightly spicy with a bright apple aroma. The dryness makes you pucker and look forward to another sip. 12oz bottles only.
Expect these ciders launching nationally in March – April, 2012.
Samuel Adams has announced the winners of it’s The Samuel Adams Brewing the American Dream program that was instated to give small business owners the tools that they need to succeed — or as some may call it, realize the American Dream. The first ever recipients were Jim Woods of MateVeza out of San Francisco, CA and Chris Spinelli & Jon Mervine of Roc Brewing Co out of Rochester, NY. They will travel to Samuel Adams in Boston, MA to meet with employees about various topics including brewing and business. The goal of the program is to help start up brewers overcome the same challenges that Jim Koch faced as he was starting Sam Adams.
Jim Koch never forgot the hurdles that he faced in the beginning. After being turned down for several loans, he brewed his first batch of Boston Lager in his kitchen, bottled it, and hand delivered it. Jim will mentor Jim, Chris, and Jon as they begin to grow their breweries through this Experienceship. He will provide assistance in not only the brewing side of things but also the business side — ie. marketing, labeling, distribution, creative, legal, etc. All parties involved are very excited about the program. Jim Woods of MateVeza said, . “The greatest thing about the craft beer movement is the people behind it. This is a complicated industry, and gaining the tools and expertise necessary to bring MateVeza to the masses is truly a dream come true.”