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 ...

During a third-quarter earnings conference call on Oct. 5, analysts naturally wanted to know more about the strategy behind PepsiCo’s decision to form an...