Mountain Dew to enter alcoholic beverage category as Danone sets “plant-based 2.0” strategy in motion

US – Mountain Dew, a beverage brand owned by American beverage and snack giant PepsiCo, is set to enter the alcoholic beverage category with the launch of a new flavored malt beverage with alcohol by volume of 5%. 

The new beverage produced in collaboration with Boston Beer Co. will be marketed to adults of legal age and merchandised consistently with other alcoholic beverages, the companies said. 

“For 80 years Mtn Dew has challenged the status quo, bringing bold flavors and unmatched beverage innovation to millions of fans,” said Kirk Tanner, chief executive officer of PepsiCo Beverages North America.  

“The Boston Beer Co. partnership combines two recognized leaders in our respective industries to address the changing tastes of drinkers, and we are thrilled at the opportunity to create Hard Mtn Dew that maintains the bold, citrus flavor fans know and expect.” 

As part of the business arrangement, Boston Beer will develop and produce new Hard Mtn Dew, and PepsiCo has set up a new entity to sell, deliver and merchandise the product. 

Early images of the product, which is expected to debut in early 2022, show it will contain zero sugar and be available in three varieties: original, black cherry and watermelon. 

The move into the alcoholic beverage category continues a recent expansion of the Mtn Dew brand. Earlier this year the company partnered with NBA player LeBron James to launch Mtn Dew Rise Energy, a new energy drink designed to offer a mental boost and immune support.  

Mtn Dew also has introduced several flavor extensions this year, the major one being the watermelon flavor which PepsiCo said will be a permanent addition to the brand’s portfolio. 

Danone debuts Silk Greek plant-based yogurt alternatives 

Meanwhile, French dairy multinational Danone is introducing Silk Greek Style Coconutmilk Yogurt Alternatives to target plant-based consumers who are yet to try out dairy alternatives. 

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Certified vegan and Non-GMO Project verified, Silk Greek is formulated with live and active cultures, vitamin D2 and pea protein.   

Danone says that the product is “the result of a multiyear effort to deliver the signature traits of Greek yogurt without the dairy.” 

“Seventy percent of plant-based beverage buyers are not yet buying plant-based yogurt alternatives,” said Lia Stierwalt, senior director of marketing for Silk plant-based yogurt alternatives.  

We saw an incredible opportunity to appeal to those who are already familiar with a plant-based lifestyle, as well as those who love Greek style yogurt.”  

The launch of the silk greek plant-based yogurt sets Danone’s recently launched “Plant-based 2.0” platform in motion. According to the company, its new platform aims to bring more plant-based consumers into the alternative dairy fold by making taste and texture improvements to alternative dairy ingredients.  

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