In 2004, Burwick – then serving as PepsiCo’s chief marketer – was “instrumental” in the creation of the soft drink’s Baja Blast flavor, according to a spokesperson. Mountain Dew launched more than 80 years ago, intended as a mixer for alcoholic spirits, according to a press release. There’s nothing else like it in soft drinks.” We’ve got to remember it came of age in the ’90s, so a lot of the people who adopted it then and in the first part of the century are still drinking it because it is a very strong brand, a unique brand. “About 80% of the consumers and Mountain Dew are legal drinking age. “The core demographic for Mountain Dew now is 30 years old, 30 to 35,” he continued. “Dave turned it into what you know today, so they felt very comfortable doing business with us and having us do the marketing, frankly, because he’s the best marketer Mountain Dew’s ever had,” Koch said during the Beer Industry Summit last month. Boston Beer developed and produced the FMB and will market it, while PepsiCo has set up a new wholesale entity – Blue Cloud Distribution – to sell, deliver and merchandise it.īoston Beer founder Jim Koch recently said PepsiCo planned to get into the alcohol industry with or without his company, but wanted to work with them due to Burwick’s connection to PepsiCo and the MTN Dew brand. Unlike the original soda inspiration, Hard MTN Dew has no caffeine and zero added sugar.īoston Beer and PepsiCo announced Hard MTN Dew in August. The 5%-ABV, 100-calorie flavored malt beverage (FMB) is available in four flavors – MTN Dew, Baja Blast, Black Cherry and Watermelon – in 24 oz.
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