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.
For additional HARD MOUNTAIN DEW information,
visit and follow @HardMountainDewPH on Facebook, Youtube, X (Twitter), Tiktok, and
Instagram.
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