A sure sign that we’re never going back to normal is the concoction that PepsiCo. and Boston Beer came up with. HARD MTN DEW. As if regular Mtn. Dew doesn’t destroy enough livers, teeth and lives already, in it’s 63 flavors and variations. Now instead of just getting jacked on caffeine and sugar, you can get your malt liquor buzz going too. “Doing the DEW” takes on a whole new meaning.
Some quotes:
“As recognized leaders in the alcohol and non-alcoholic industries, both Boston Beer and PepsiCo understand the importance of delivering new, break-through innovations to address the changing tastes of drinkers.”
“MTN DEW, a one of a kind multi-billion dollar brand, will deliver the excitement and refreshment that drinkers know and love,” –Dave Burwick, Boston Beer’s CEO.
“For 80 years MTN DEW has challenged the status quo, bringing bold flavors and unmatched beverage innovation to millions of fans,” –Kirk Tanner, CEO of PepsiCo
Are these guys serious? On August 10, they joined forces, to come up with perhaps the worst idea of all time for a malt bevearge. The only possible upside; not slopping Jagermeister all over the countertop trying to pour it into your super sized bottle of DEW. There are plenty of descriptions for this nightmare of a beverage; dangerous, disgusting and toxic are a few that immediately come to mind. Innovative, bold, exciting and refreshing are the adjectives they use and I’m sure they are working on plenty of marketing ideas for the rollout.
Luckily for us they’re not as quick as Moderna and Pfizer to bring their innovative elixir to market. We’re going to have to wait until 2022 for the chaos to ensue. It’s only 5% ABV though, so if you really want to “Do the Dew,” you’ll probably still need to slop in some Jager.