#Alcoholic mountain dew full#

Last holiday season, Mountain Dew continued testing marketing on Twitch, the gamer-heavy streaming platform. These advertising efforts coincided with the release of popular video games in subsequent years, such as Halo 3, World of Warcraft and Call of Duty, among others. Mountain Dew first began to market to gaming culture in 2007, when it ran campaigns referring to the soda as “game fuel.” That fall, the brand also released its Game Fuel flavor, containing citrus cherry and 30% more caffeine than classic Mountain Due. This effort included an e-commerce component, building an online community around the brand’s sponsorships of gaming events. In more recent years, the brand has pivoted to target the gaming and streaming space. This type of consumer enthusiasm shows potential interest in other Mountain Dew varieties, Gallo noted. The demand for the tropical lime variation was large enough that by 2014, Mountain Dew and Taco Bell launched a canned version at retail stores and supermarkets. One of its most successful releases was via the Taco Bell collaboration to create the Baja Blast. Last fall, the company released an entire cookbook filled with recipes infused with the green beverage. In recent years, PepsiCo has invested in Mountain Dew’s digital presence, including a website dedicated to recipes using the drink. On the other hand, Mountain Dew’s loyal following has helped the brand remains a big part of its overall business Mountain Dew sales account for 7% of all soft drink sales in the U.S., according to Euromonitor. Earlier this month, the parent company announced it was selling off its Naked and Tropicana juice brands due to underperformance. Meanwhile, some of PepsiCo’s other beverage segments have been losing market share as customers have been turned off by their high sugar content. Beverage revenue was up 21% year-over-year during PepsiCo’s second-quarter earnings in July, due to restaurants opening back up - but it is not representative of growth that PepsiCo can bet on long-term. Getting into alcohol could be an important source of revenue for Pepsi - while Pepsi doesn’t break out soda sales specifically, the company’s beverage sales declined early in the pandemic when restaurants closed. Other examples of recent launches include Coca-Cola’s Topo Chico hard seltzer. The brand is the latest big CPG player to enter the alcoholic beverage category.

#Alcoholic mountain dew full#

In some ways, the move brings the drink full circle the phrase “Mountain Dew” was reportedly developed by bottlers Barney and Ally Hartman as a whiskey mixer in the 1940s. Hard Mtn Dew will contain 5% alcohol by volume, zero sugar and no caffeine, a departure from the brand’s sweet formulation. “They’ve already set up a new division to sell, deliver and merchandise the product, so alcohol is a game-changer for them.” Now, Gallo said, Pepsi is looking to extend Mountain Dew’s brand equity into the increasingly crowded alcohol RTD space. The latest collaboration builds on past ones that gave Mountain Dew a boost, said Mark Gallo, a beverage sales and distribution manager who’s previously worked for Anheuser-Busch and Heineken.