PepsiCo Introduces First Alcoholic Beverage in the Philippines: HARD MOUNTAIN DEW

HARD MOUNTAIN DEW is crafted to appeal to adults looking for a fun and convenient drink that fits their busy lifestyles. With a 5% alcohol by volume (ABV), the beverage contains zero caffeine, no added sugar, and only 100 calories per serving, making it a balanced choice for those who want to enjoy a drink without overindulging.

“We’re thrilled to introduce HARD MOUNTAIN DEW to the Philippines, where Mountain Dew has long been our top soda brand,” said Nitin Bhandari, Sr. Director and General Manager for PepsiCo in the Philippines, Malaysia, and Singapore. “This launch marks a significant milestone for us as we enter the ready-to-drink alcoholic beverage category. HARD MOUNTAIN DEW brings a fresh and exciting option for Filipino consumers, offering them a responsible way to transition from work to play with a brand they already know and love.”

Bhandari emphasized that this new product is part of PepsiCo’s broader strategy to explore and expand into the rapidly growing ready-to-drink (RTD) alcoholic beverage market. “PepsiCo has a long history of innovation, consistently delivering products that resonate with consumers. The RTD alcoholic beverage category is a promising area for growth, with the market expanding by 10% and expected to accelerate even further in the coming years. HARD MOUNTAIN DEW is our way of tapping into this opportunity while continuing to meet the evolving needs of our consumers.”

PepsiCo is also committed to responsible marketing practices as it ventures into this new category. Bhandari assured that the company adheres strictly to local regulations and guidelines in promoting its alcoholic products. “Our alcoholic beverages are crafted for adults of legal drinking age who appreciate responsible consumption. We’ve made sure that our packaging clearly communicates the product’s alcoholic content, with the word ‘HARD’ prominently displayed and a clear indication of the 5% ABV on the can. This ensures that consumers are fully informed while enjoying our products in a responsible manner.”

Starting August 15, 2024, HARD MOUNTAIN DEW will be available in two bold flavors, Original and Beach Blast, in 330ml single-serve cans and 4-pack bundles. The product will be sold in major supermarkets, convenience stores, pubs, and bars across select cities in the Philippines. This launch not only expands PepsiCo’s product portfolio but also provides Filipino consumers with a new way to enjoy the beloved Mountain Dew brand in an exciting and innovative format.