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.
PepsiCo's Blue Cloud Aims to Service "All Retail Customers" in Phased Roll Out
March 17, 2022
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 ...
Alcohol Permits Issued in 17 States. Eight Additional States Registered
December 17, 2021
PepsiCo’s new Blue Cloud Distribution unit has now secured federal alcohol wholesale permits in at least 17 states as it prepares to launch Hard Mtn Dew next year. The company has registered a corporation called “Blue Cloud Distribution” in another eight states. Should federal alcohol wholesale permits be issued for those, Blue Cloud would then ...
NOTE: The Green Sheet included with this article maps the states where PepsiCo has secured an alcohol wholesale distribution permit from the US Alcohol and Tobacco Tax and Trade Bureau (TTB), which collects federal excise taxes on alcohol and regulates labeling and marketing for alcohol products.