PepsiCo is launching its first alcoholic beverage, HARD MOUNTAIN DEW, in the Philippines today.
Launched in the United States in 2022, HARD MOUNTAIN DEW is a ready-to-drink alcoholic beverage that contains zero caffeine, no added sugar, 5% alcohol by volume (ABV), and 100 calories per serving.
“We’re excited to bring in HARD MOUNTAIN DEW to give our Filipino consumers a new take on Mountain Dew, our number one soda brand in the Philippines*. As our first ready-to-drink alcoholic beverage, HARD MOUNTAIN DEW’s bold flavors bring fun back into the lives of busy adults who want a responsible way to go from work to play,” said Nitin Bhandari, Sr. Director and General Manager, Philippines, Malaysia, Singapore.
According to Bhandari, by offering an innovative take on Mountain Dew, PepsiCo is taking a step toward the company’s larger vision for ready-to-drink alcoholic beverages.
“PepsiCo has a rich history of pushing boundaries and delivering innovative new products that responsibly meet the evolving needs of drinkers, both globally and nationwide. We see the ready-to-drink category as a great area of opportunity, as it has grown by 10% and is expected to accelerate over the next few years,” he added.
As the company expands into the RTD alcoholic beverage space, Bhandari affirmed the company’s commitment to adhering to responsible marketing on all its alcoholic products.
“Our alcoholic beverages are thoughtfully crafted for adults of legal drinking age who enjoy responsible consumption. In compliance with local regulations, our packaging prominently displays the word “HARD” with an enhanced visual design and a clear 5% ABV identified on the can. This effectively differentiates our alcoholic products while meeting consumer expectations and regulatory requirements,” he said.
Available starting August 15, 2024, in 330ml single-serve cans and 4-pack bundles, HARD MOUNTAIN DEW is available at major supermarkets, convenience stores, pubs, and bars in key select cities in two bold flavors Original and Beach Blast.