Hard Mountain Dew's Release Date: A New Chapter for the Beloved Brand

For fans of Hard Mountain Dew, the wait is almost over. The new hard version of the classic soda, created in partnership with Boston Beer, will be rolling out across nine states by the end of summer. But when can you expect to get your hands on this highly-anticipated drink?

According to Beverage Digest data, Hard Mtn Dew currently comes in four familiar flavors - Original, Baja Blast, Black Cherry, and Watermelon - but with the added edge of 5% alcohol. The brand has previously nailed hitting demographics by launching certain affinity products, from Mtn Dew Game Fuel to camouflage soda cans.

The campaign will run across streaming, digital, and social media in states where it is currently sold, although the expansion to more states is expected. The rollout will be slower than what fans would like, due to laws surrounding alcohol distribution, which vary state-by-state and require certain federal permits and business licenses.

Despite its historic release, Hard Mtn Dew's rollout will be a measured approach with its launch. The brand has identified its core consumer demographic as young males between their mid-30s and under, who hunt, fish, and play video games. Getting them to buy the product repeatedly will be key.

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'With this release, it's almost as if Mtn Dew is going back to its roots,' says Stanford of Beverage Digest. 'Aside from an established brand identity, they have a built-in audience who will, at least, be willing to try it.'

The drink contains no caffeine or added sugar and packs 100 calories per serving. Hard Mtn Dew's commercials will showcase the excitement and thrill of acquiring this new product, featuring scenarios such as a businessman proudly holding his Hard Mtn Dew after working hard to acquire it.

As the brand celebrates retail availability in its seventh state, Missouri, fans can expect to see more states announced soon. For now, mark your calendars for the end of summer, when you'll be able to get your hands on this new and improved version of Hard Mountain Dew.

Hard mountain dew release date