Boston Beer, PepsiCo Collaborate to Produce HARD MTN DEW for 2022

Dear Client: One of the biggest themes which have emerged this year is the blurring of lines and the convergence between and among all beverage categories, and in particular having brands transcend from their category into adjacencies (Topo Chico Hard Seltzer, Truly vodka, Natty Vodka, Bang Mixx). And now we bring you the news that Boston Beer Co. and PepsiCo are creating a "business collaboration" to produce HARD MTN DEW, an alcoholic version of Pepsi's Mountain Dew brand.   Boston will