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While hard seltzers are conventionally formulated with an alcohol base, 8th Wonder Brewery’s recent launches are two cannabis-infused seltzers. Made of small batch tequila, sparkling water, natural flavor and a hint of fresh agave, Mico Tequila Seltzers come in three flavors – lime, grapefruit and cucumber mint. (Credit Mico Tequila)These craft tequila seltzers have 100 calories per can with 5 percent ABV. “Mico Tequila Seltzers use our artful tequila making process and combine it with refreshing natural flavors that complement the spirit for a refreshing canned cocktail unlike any other on the market.” “After mastering our three tequila expressions and working hands-on with our distillers, we are proud to launch a new way to enjoy premium craft tequila in a refreshing, ready-to-drink cocktail,” says Mico Tequila’s co-founder and president Subir Singh. Most recently, Mico Tequila, a small-batch tequila distiller, entered the category arena during the peak of summertime heat with its ready-to-drink Mico Tequila Seltzers.
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However, Boston Beer’s partnership with a beverage category giant such as PepsiCo signals that it is already making moves to recapture commercial potential.Īccording to Innova Market Insights, flavored alcoholic beverages and hard seltzers launches accounted for 12 percent share of alcoholic beverages category NPD during April 2020 to March 2021.Īmong the latest innovation highlights, hard seltzers have begun to expand into various types of alcohol bases including beer and tequila. This announcement sent company shares down by 30 percent. (Credit: Truly)In a category that was first led by the likes of White Claw and LaCroix, the entrance of new brands is causing “consumer confusion” in recent months, as Boston Beer highlighted in a statement.īoston Beer CEO Dave Burwick commented that the company “overestimated the growth of the hard seltzer category in the second quarter and the demand for Truly, which negatively impacted our volume and earnings for the quarter and our estimates for the remainder of the year.” Kirk Tanner, PepsiCo Beverages North America CEO, adds: “The Boston Beer Company partnership combines two recognized leaders in our respective industries to address the changing tastes of drinkers.”īoston Beer, which is known for its Truly Hard Seltzer, previously acknowledged that the boozy seltzer hype has begun to lose some of the original momentum it had gained during the early genesis of the trend that started in the US market.īoston Beer is known for its Truly hard seltzer. “We know that adult drinkers’ tastes are evolving, and they are looking for new and exciting flavorful beverages,” comments Dave Burwick, Boston Beer’s CEO. PepsiCo has set up a new entity to sell, deliver and merchandise the product.
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This hybrid drink incarnation is expected to launch in early 2022.Īs part of the business arrangement, Boston Beer will develop and produce Hard Mtn Dew, which will maintain a characteristic bold, citrus flavor and an Alcohol by Volume (ABV) of 5 percent. Despite growing speculation over the last few months that the hard seltzer craze may have peaked, the market is still fizzing with the arrival of new product launches, including PepsiCo’s Mountain Dew-branded alcoholic beverage.