Baja Blast is back in stores for a limited time
By Kevin Mendoza
Mountain Dew Baja Blast has splashed the stores once again.
Mountain Dew Baja Blast is an exclusive flavor sold only at Taco Bell locations. Starting in 2004, The Pepsi Company and Taco Bell collaborated to create a never before seen partnership with a drink and restaurant chain.
According to a 2004 press release from QSR Magazine, "In a first-of-its-kind partnership with Pepsi, Taco Bell has announced the introduction of Mountain Dew Baja Blast, a soft drink available only at participating Taco Bell restaurants nationwide." This was the start of what made Baja Blast special.
It was not until 2014 that Pepsi CO decided to bring Baja Blast to retail stores. In an article by CSP, "Mountain Dew officially announced April 24, 2014 that it will, for the first time, make Mtn Dew Baja Blast available for a limited time in bottles and cans."
Baja Blast in Stores. Photo by Kevin Mendoza.
This was a limited time event to know if consumers would take advantage of getting the drink outside of Taco Bell. And it worked. In an article done by Mashed, they found that Baja Blast enjoyers were selling the drink for insane prices.
However, the hardcore members of "DEW Nation" can find them online. One eBay seller is offering up a pack of six for $55. Another seller on Etsy has a single bottle available for $8."
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!"
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."
Baja Blast has been sold in retail stores such as Target and Walmart every summer since 2014. 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.
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. 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. The beverage has already hit shelves in early 2022."
Hard Baja Blast from Boston Beer Press Release
With California experiencing insane heat patterns, it is a perfect time to have a cold drink. Locations such as Sacramento have set a new record with their highest recorded temperature at 116 degrees. Previously the record was 114 set on July 17th of 1925. With summertime still in full force, Baja Blast is still available in stores.