# Grown-Up Hard Sodas The Boston Beer Company and PepsiCo Collaborated on HARD MTN DEW By Laura McQuarrie | Published 2021-08-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/hard-mtn-dew References: [prnewswire](https://www.prnewswire.com/news-releases/the-boston-beer-company-partners-with-pepsico-for-us-launch-of-new-hard-mtn-dew-alcoholic-offering-301351922.html) & [bostonbeer](http://www.bostonbeer.com) Now that countless breweries are venturing into the creation of hard seltzers, it's not surprising to see partnerships like [The Boston Beer Company](https://www.trendhunter.com/trends/slingers-signature-cocktails) and [PepsiCo](https://www.trendhunter.com/trends/hard-mtn-dew-baja-blast) and unique new products like the [HARD MTN DEW](https://www.trendhunter.com/trends/baja-blast) alcoholic beverage. With 5% ABV, the flavored malt beverage addresses the changing tastes of drinkers and it has the potential to suit a wide variety of occasions. HARD MTN DEW is set to hit shelves as of early 2022. The zero-sugar canned drinks are being introduced with bold and fruity flavors like Black Cherry and Watermelon, as well as dark cans that depict colorful, ferocious animals that give the beverages a grown-up edge. Still, these beverages for adults are said to "[maintain] the bold, citrus flavor fans know and expect." ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 13% | Activity: 50% | Freshness: 10% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Grown-up Hard Sodas:** The trend of alcoholic beverages with unique and bold flavors and packaging designs that cater to adult drinkers. - **Zero-sugar Alcoholic Beverages:** The trend of low-carb and low-calorie alcoholic beverages that target health-conscious drinkers looking for less sugar and calories in their drinks. - **Beverage Industry Partnerships:** The trend of cross-industry collaborations resulting in unique and disruptive beverage products catering to changing consumer tastes. ### Sectors Adopting This - **Alcoholic Beverage Industry:** Opportunity for alcoholic beverage companies to create innovative flavors and reduce sugar content in their products to cater to health-conscious adult drinkers. - **Packaging Industry:** Opportunity to create bold and creative packaging designs that appeal to adult consumers looking for unique and modern alcoholic beverage options. - **Flavoring Industry:** Opportunity to develop new and unique flavor profiles for alcoholic beverages that cater to adult consumers' changing tastes and preferences. ## Related on Trend Hunter - [Fan-Favorite Hard Soda Flavors](https://www.trendhunter.com/trends/hard-mtn-dew-baja-blast.md) - [Soda Pop-Branded Hard Seltzers](https://www.trendhunter.com/trends/baja-blast.md) - [Citrusy Soda Canned Cocktails](https://www.trendhunter.com/trends/hard-mtn-dew-livewire.md) - [Hard Soda Variety Packs](https://www.trendhunter.com/trends/hard-mtn-dew-baja-blast-variety-pack.md) - [Hard Soda Expansions](https://www.trendhunter.com/trends/texas-town.md) - [Soda-Inspired Alcoholic Refreshments](https://www.trendhunter.com/trends/svns-hard-7up.md) - [Canned Malt-Based Teas](https://www.trendhunter.com/trends/peace-hard-teas.md) - [Non-Carbonated Hard Tea Refreshments](https://www.trendhunter.com/trends/mikes-harder-tea.md) - [Hard Malt Teas](https://www.trendhunter.com/trends/lipton-hard-iced-tea.md)