An Article by CNBC stated, "Boston Beer will develop and produce the drink, called Hard Mtn Dew, while Pepsi has created a new entity to sell, deliver and market the product. With the booming success of Baja Blast, Mountain Dew announced a new Hard Seltzer Baja Blast where consumers can enjoy the great taste of Baja Blast with a nice 5% Alcohol added to it. Mountain Dew also announced their “ Summer of Baja." These beverages will be available at all major retailers and convenience stores, but only for a limited time. In the same 2014 press release, Greg Lyons, Vice President of Marketing, Mountain Dew stated, "Mtn Dew Baja Blast has been a fan-favorite for 10 years, and we’re thrilled for this first-time opportunity to make it available on store shelves this summer."īaja Blast has been sold in retail stores such as Target and Walmart every summer since 2014. In a 2014 Press Release Chris Brandt, Chief Marketing Officer at Taco Bell stated, "Every week, over 36 million people would dine at Taco Bell solely for a Mountain Dew Baja Blast! " Another seller on Etsy has a single bottle available for $8." One eBay seller is offering up a pack of six for $55. However, the hardcore members of "DEW Nation" can find them online. In an article done by Mashed, they found that Baja Blast enjoyers were selling the drink for insane prices.
This was a limited time event to know if consumers would take advantage of getting the drink outside of Taco Bell.
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