The PepsiCo-owned soft drink is partnering with theBoston Beer Company(SAM)to make “HARD MTN DEW,” a sugar-free canned beverage with 5% alcohol by volume. In a press release, the companies said they paired together because they “understand the importance of delivering new, breakthrough innovations to address the changing tastes of drinkers.” Listen to the briefing to hear the fascinating history of Mountain Dew and just how much market share the brand commands.
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