Boston Beer CEO Says Trial ‘Higher Than I’ve Ever Seen.’ Scarcity, Cross-Border Sales Likely Bolstering Demand. Boston Beer’s Hard Mtn Dew, distributed by PepsiCo’s Blue Cloud unit, has now expanded to...

A collection of recent developments from around the industry to keep you up to speed...

While still early, there is growing evidence that leveraging established brands for new alcohol products is a winning way to break through tired or saturated categories.

As you will read in today’s issue, demand for PepsiCo’s Hard Mtn Dew appears to be outpacing the company’s ability to add distribution (story below). That’s a nice place to be and likely not by accident. PepsiCo and partner Boston Beer have launched in states where non-alcoholic Dew is already a strong seller, so there is built-in demand.

Hard Mtn Dew has created a stir among some independent liquor store operators in three states where Boston Beer and PepsiCo launched the alcoholic soda one month ago. Operators in Florida, Tennessee, and Iowa told BD that they have so far ...

A collection of recent developments from around the industry to keep you up to speed...

Coca-Cola Bottling Company United, Coca-Cola’s third largest US bottler, has named Mike Suco as the company’s eighth president and CEO in its 120-year history. Currently an SVP and chief commercial officer, Suco will succeed the retiring John Sherman as head of the Birmingham, Alabama-based bottler whose territory includes...

One of the big themes BD will mine this year is the new aggressive approach by non-alcoholic beverage powerhouses to find revenue growth in the alcohol beverage market. What appeared last year to be an experiment is quickly looking like strategy.

Of particular interest now are the divergent paths taken by Coca-Cola, PepsiCo, and Monster Beverage, spurred by the fragmented nature of the US alcohol distribution system.

Coke has quickly expanded its Topo Chico licensing test started a year ago with Molson Coors. That deal now includes Simply, a household name in the chilled juice segment. And Coke has partnered with a second brewer and spirits company, Constellation Brands, to create a canned cocktail headlined by Fresca. In both cases, distribution will be handled by the brewers’ networks.

PepsiCo’s go-to-market strategy couldn’t be more different than Coke’s. The company has opted to build its own alcohol distribution and merchandising network around a flavored malt beverage called Hard Mtn Dew. (Be sure to check out our Blue Cloud map published last month and available only to subscribers.) Boston Beer will develop and produce the drink under license from PepsiCo.

Monster Beverage has chosen yet another path....

Constellation Brands, under a new agreement with Coca-Cola, will launch a Fresca-branded canned alcoholic cocktail in the U.S. this year. Called Fresca Mixed, the ready-to-drink beverage will be spirit based, according ...