SAM - Pepsi and Boston Beer Try to Resurrect Hard Soda
Didn't brewers already try this? Wasn't hard soda what Boston Beer (NYSE: SAM) CEO Jim Koch called a "boom splat phenomenon" that faded as quickly as it arrived? So why is the Samuel Adams maker dipping its toes back into the water?
The brewer just announced it was partnering with PepsiCo (NASDAQ: PEP) to launch a new hard soda under the beverage giant's Mountain Dew banner called Hard Mtn Dew, a flavored malt beverage (FMB) that will have 5% alcohol by volume.
Boston Beer and Pepsi expect the new drink to hit store shelves in early 2022, but after the previous implosion of the hard soda market , should investors expect it to make a difference this time?
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Pepsi and Boston Beer Try to Resurrect Hard Soda