Mountain Dew to Launch New Hard Soda Flavor at Retirement Community in Florida, Where Everyone is ‘Definitely Over 21’
To celebrate the launch of its latest orange-flavored hard soda, Mountain Dew plans to party at a retirement community in Florida, a location synonymous with both oranges and everyone being well above the legal drinking age.
Announced on Wednesday, the drinks brand’s latest flavor, HARD MTN DEW Livewire, arrives just one year after the official launch of the HARD MTN DEW line. The debut line featured three alcoholic versions of fan-favorite soda flavors: Regular, Black Cherry and Watermelon. Following what fans considered an incredibly long wait, a spiked Baja Blast flavor released in February 2022.
“Since the launch of HARD MTN DEW, we’ve pushed boundaries and challenged convention, even going so far as to marry a fan to show our love and commitment to HARD DEW Nation,” said Erica Taylor, Senior Brand Director for HARD MTN DEW.
“To launch new HARD MTN DEW Livewire, we’re inviting fans to celebrate spring break with us in the least conventional way possible. In the one place synonymous with both oranges and everyone being definitely over 21, we’re ready to party like only HARD DEW can.”
Fans are offered the chance to join in on the boozy fun by visiting DefinitelyOver21.com and describe how they would spend their spring break at a retirement community with HARD MTN DEW. Submissions are open from March 1 through March 10.
The lucky winner will receive a trip to the “Definitely Over 21” party in Florida for themselves and one guest. Also included is roundtrip airfare, transportation, a $1,000 spending allowance and two nights lodging. Contestant entrants are required to be at least 21 years old and a resident of the U.S.
Full rules and regulations for the contest can be found here.
HARD MTN DEW Livewire is now available for purchase in Florida, Iowa, Minnesota, Arkansas, Illinois, Oklahoma, Ohio, Las Vegas and Virginia.
Planning a spring break launch party at a retirement community is certainly not the strangest thing the drinks brand has done. In August 2022, Mountain Dew debuted a competition-style campaign titled “HARD DEW, I DO,” in which the brand promised to marry a passionate fan to its hard soda. The lucky winner was a man from Indiana, who officially married a can of the drink in October at the Little Vegas Wedding Chapel in Las Vegas.
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