Soda pop brand MTN DEW has announced that it will be turning Taco Bell's popular Baja Blast flavor into a new spiked seltzer. The new beverage arrives thanks to a partnership between Pepsi and the Boston Beer Company, which sees the tropical lime-flavored beverage being added to the HARD MTN DEW lineup.
Baja Blast will be the fourth flavor in the HARD MTN DEW range, joining Original, Watermelon, and Black Cherry. . According to the Boston Beer, the new beverage will arrive with a 5% ABV and will contain just 100 calories per can. In addition, it will contain no added sugar or caffeine.
Overall, the new seltzer should appeal to Taco Bell fans, considering Baja Blast is one of the brand's top-sold drinks. The new seltzer is currently slated to hit shelves in the U.S. in late February.
Image Credit: Taco Bell
What's Driving This Trend
- Soda Pop-branded Hard Seltzers
- Pepsi-Co's partnership with Boston Beer Company to make spiked seltzers based on popular soda flavors represents new opportunities for cross-industry collaborations.
- Low-calorie Alcoholic Beverages
- The HARD MTN DEW lineup's limited-calorie, no-sugar, and low caffeine seltzers spotlight an opportunity to explore the growing popularity of 'healthier' alcoholic beverage options.
- Brand Collaboration Beverages
- The launch of branded beverages created by culinary and drink industry partnerships like MTN DEW x Taco Bell x Boston Beer Company sees profitable openings for sustainable brand collaborations and limited-time offer innovations.
Who This Affects Most
- Beverage Industry
- The new addition of Baja Blast Hard Seltzer and the HARD MTN DEW lineup suggests opportunities for the alcohol industry to incorporate more flavors and varieties of their offerings.
- Fast-food Industry
- MTN DEW's Baja Blast Hard Seltzer release provides potential collaborations between fast-food chains and alcoholic beverage manufacturers to generate new products, drive sales and expand branding opportunities.
- Consumer-packaged Goods Industry
- Collaborations behind products such as the Baja Blast Hard Seltzer represent an innovative shift from typical product releases and demonstrate the consumer packaged goods industry's opportunities to capitalize on trendy collaborations.
