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

At an annual convention and trade show for beer distributors last week, the National Beer Wholesalers Association warned attendees of what they see as unfair encroachment by PepsiCo’s Blue Cloud Distribution, according to Wall Street analysts who wrote about the meeting. When asked about criticisms leveled at PepsiCo and Blue Cloud, Blue Cloud executives sent BD the following rebuttal, which is reprinted in its entirety...

PepsiCo will unveil a new lemon lime soda called Starry at the annual NACS show for convenience store operators that starts today, according to company sources. While details are scarce, BD has learned that the drink is a new brand within the lemon lime soda category dominated by Coca-Cola’s Sprite. Starry will include regular and zero sugar versions, according to the sources. It will be available nationally starting in...

BD spoke with Blue Cloud General Manager Emiliano Di Vincenzo to seek additional clarity and to update progress with both Hard Mtn Dew and Blue Cloud. Hard Mtn Dew distributor Blue Cloud Distribution, set up last year by PepsiCo, is currently delivering products in nine states, according to the company. Blue Cloud Distribution also has secured federal alcohol wholesale permits in...

Hard Mtn Dew was a bright spot in an otherwise challenging second quarter for Boston Beer. Founder and Chairman Jim Koch said the flavored malt beverage (FMB) product, produced under a license from...

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...

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.