Alcoholic Beverage, Hard Mtn Dew Releases its First Commercial Ad

SUMMARY 

• The Hard Mtn Dew ad campaign, which is a six-video series, directed by David Laden of Hungry Man, shows the extreme to which enthusiasts will travel to get their hands on a can.
• Missouri has joined the list of states that can legally distribute the beverage.
• Mtn Dew has never been packaged with alcohol since its creation in 1940.
• The core consumer demographic is largely made up of young males between their mid-30s and under.
• Each serving contains no caffeine or added sugar and is 5% alcohol.
• Their commercial will air on streaming, digital, and social media in states where the drink is currently sold.

Hard Mtn Dew is here, and its commercial launch is guaranteed to be a hit! The six-video series, directed by David Laden of Hungry Man, shows the extreme to which enthusiasts will travel to get their hands on a can.

At the 0:06 seconds mark of the video, an employee was shown unloading a shipment of Hard Mountain Dew to a liquor store when a man dressed in a formal attire appears out of nowhere and grabs one. He took a big risk as he dashes through a piece of glass held by two other workers, shattering it. 

Another feature is the same guy triumphantly holding his Hard Mtn Dew, which he earned through hard labor, and then a woman dressed in yoga attire leaps down from the top of the liquor store to steal it. 

Hard Mtn Dew is celebrating the launch of its seventh state, Missouri, with the promotion. Missouri has joined the list of states that can legally distribute the beverage, which includes Tennessee, Florida, lowa, Arkansas, Oklahoma, and Minnesota. By the end of the summer, the drink will be accessible in nine states, according to Beverage Digest. 

Hard Mtn Dew is now available in four familiar flavors: Original, Baja Blast, Blast Cherry, and Watermelon, all of which contain 5% alcohol. The beverage’s 4 variants all contain no caffeine or added sugar, and each serving has 100 calories. 

The highly-anticipated drink first arrived on the scene in February, causing cases to fly off the shelves wherever they were sold. The PepsiCo-owned brand has NEVER been packaged with alcohol since its creation in 1940, despite being developed as a mixer, according to Beverage Digest editor, Duane Stanford.

This new ‘hard’ version was developed in collaboration with Boston Beer, the same company that manufacturers Truly Hard Seltzer. 

Hard Mtn Dew’s core consumer demographic, Stanford says, is largely made up of young males between their mid-30s and under, who hunt, fish, and play video games. From Mtn Dew Game Fuel to camouflage soda cans, the business has already nailed these groups by developing select affinity products. 

“it’s almost as Mtn Dew is going to its roots with this release, they have a built-in audience who will, at the very least, be willing to try it out, in addition to well-established brand identification,” Stanford said. “Only the passage of time will tell.”

Despite its historic release, Hard Mtn Dew’s official release will come later than what fans anticipated. According to Stanford, these delays are mostly due to the laws surrounding alcohol distribution, which vary state by state and each requires alcohol distributors to obtain certain federal permits and commercial licenses. 

He added, ‘They’re also learning the business as they go.”Because alcohol is new territory for them, so they should take a slower, measured approach with its launch. Hard Mtn Dew’s commercial will air on streaming, digital, and social media in states where the drink is currently sold, with the ad campaign likely to grow as more states is revealed.