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Mountain Dew Hard Dew 2024: A Fierce New Look for an Iconic Brand's Adult Beverage

PepsiCo Design and Innovation has earned the coveted Golden A' Packaging Design Award for 2025 with its latest creation, Mountain Dew Hard Dew. This ready-to-drink alcoholic beverage features a striking visual identity inspired by tattoo art, channeling the legendary energy of Mountain Dew into a bold new offering for adults. The design draws from biker tattoos for the U.S. market and fierce dragon motifs for Asia-Pacific, using vivid blues and greens to create packaging that stands out on shelves and resonates with adventurous consumers.

Mountain Dew Hard Dew's packaging is more than just eye-catching-it's a celebration of the brand's irrepressible spirit. The design team sought to extend Mountain Dew's "Do the Dew" attitude into a product that invites adults to embrace fun and excitement. By incorporating tattoo-inspired elements, the packaging connects with a sense of rebellion and individuality, while the dragon motif for Asia-Pacific markets adds a layer of cultural relevance and visual fire to the product's identity.

This award-winning design not only elevates the Mountain Dew brand but also sets a new standard for innovation in alcoholic beverage packaging. The Golden A' Design Award recognizes creations that advance the fields of art, science, and technology, and Mountain Dew Hard Dew's packaging exemplifies this by merging cultural inspiration, bold aesthetics, and brand storytelling. The result is a product that appeals to passionate Dew fans seeking new experiences and redefines what it means to "Do the Dew."

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