Boston Beer Company has launched its first-ever media campaign to support Hard MTN Dew, its ready-to-drink, fermented sugar-brew produced through a licensing partnership with PepsiCo.
The campaign includes three six-second commercials and one 15-second commercial encouraging legal-drinking-age consumers to “freak out, responsibly,” as the product launches in more markets. In the shorter ads, legal-drinking-age consumers make flying leaps to catch a can, slide across convenience store parking lots to grab a can, and run through a plate of glass toward a truck delivering Hard MTN Dew.
With this new campaign, Boston Beer seeks to boost awareness of Hard MTN Dew as it rolls out in select states through PepsiCo’s Blue Cloud Distribution. The ads will run exclusively on social media and streaming platforms, including Hulu, Spotify, Digital Video, YouTube, Facebook, Instagram, Snapchat and Twitter.
Hard MTN Dew launched in Missouri this month, marking the brand’s seventh market. Since rolling out to Florida, Iowa and Tennessee in late February, the product has also been introduced in Arkansas, Oklahoma and Minnesota. The media campaign will expand with Hard MTN Dew’s distribution.
During Boston Beer’s first-quarter earnings call, CEO Dave Burwick said Hard MTN Dew will be in 15 markets before the end of the summer. At the time of the call in late April, Burwick said that Hard MTN Dew had attained a 27% share of dollar sales in the flavored malt beverage (FMB) segment in its first three markets.
“I’ll say this with confidence: it’s the highest trial I’ve ever seen – ever, ever,” he said.
Boston Beer and PepsiCo announced Hard MTN Dew in August 2021. The former is responsible for the beverage’s development, production and marketing, while the latter sells, delivers and merchandises it under the Blue Cloud Distribution flag.
The 5%-ABV, 100-calorie FMB is available in four flavors – MTN Dew, Baja Blast, Black Cherry and Watermelon – in 24 oz. single-serve cans and 12 oz. variety 12-packs. Unlike the original soda inspiration, Hard MTN Dew has no caffeine and zero added sugar.