“Alcohol is a new territory for them, so they should take a slower, measured approach with its launch.” “They’re also learning the business as they go,” he said. These lulls are largely due to the laws surrounding alcohol distribution, which vary state-by-state and each require alcohol distributors to obtain certain federal permits and business licenses, according to Stanford. The brand has previously nailed hitting these demographics by launching certain affinity products, from Mtn Dew Game Fuel to camouflage soda cans.ĭespite its historic release, Hard Mtn Dew’s rollout will be slower than what fans would like. That core consumer demographic, Stanford says, is largely made up of young males between their mid-30s and under, who hunt, fish and play video games. Getting them to buy the product repeatedly, though, will be the key. “Aside from an established brand identity, they have a built-in audience who will, at least, be willing to try it. ![]() “With this release, it’s almost as if Mtn Dew is going back to its roots,” Stanford told The Drum. This new ‘hard’ version is created in partnership with Boston Beer, which also manufactures Truly Hard Seltzer. Since its inception in 1940, the PepsiCo-owned brand has never been packaged with alcohol, although according to Beverage Digest editor Duane Stanford it was initially introduced as a mixer. The highly-anticipated drink first arrived on the scene in February, causing cases to fly off the shelves wherever they were sold. It contains no caffeine or added sugar and packs 100 calories per serving. Hard Mtn Dew currently comes in four familiar flavors – Original, Baja Blast, Black Cherry and Watermelon – but with the added edge of 5% alcohol. According to Beverage Digest data, the drink will be available in nine states by the end of the summer. Missouri now joins other states Tennessee, Florida, Iowa, Arkansas, Oklahoma and Minnesota that can legally distribute the drink. The campaign comes as Hard Mtn Dew celebrates retail availability in its seventh state, Missouri. Suddenly, a woman in yoga gear leaps down from the top of the liquor store to steal it. He sprints through a piece of glass two other workers are holding, shattering it.Īnother features the same businessman proudly holding his Hard Mtn Dew that he worked so hard to acquire. And we would suggest that our fellow bikers to not try this at all especially on public roads or areas.One six-second spot shows an employee unloading a shipment of Hard Mtn Dew to a liquor store, when a man in business attire comes out of nowhere to grab one. Of course, as always, we would assume that this activity was performed by ‘professional riders under safe conditions’. And we are wondering how safe it would be to manage the concentration on riding fast and where the drone is going. ![]() We are pretty certain that there are many adrenaline filled bikers out there who would be willing to replicate the drone chasing stunt once they see it on screen. While the new Mountain Dew ad does look involving, it makes us think about the safety aspect of it. You see, we wouldn’t really talk about it if it was some normal motorcycle activity or sport. ![]() Is it because it features motorcycles? Well, yes and no. Now, you might be wondering how is this news. The whole thing is quite stunning visually as the riders go through the woods jumping around and the drone is expertly handled by a person who remains invisible!Įventually, one of the riders catches it, there’s cheer all around and the video comes to an end. Each rider has a net on their back and the one to catch the drone first wins the race or whatever it is. The crate opens, a drone comes out flying and a chase begins! It starts with a group of riders on dirt bikes standing side by side as if to start a race while there’s a wooden crate lying few metres in front of them which appears to be their point of focus. As over the top their ads usually are, this one featuring dirt bikes and a drone goes one step ahead. Mountain Dew has released a new advertisement themed around the usual adrenaline pumping activities.
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