Hard MTN Dew Code Red Flavor Arrives With a Mission: Save the Redheads

The Hard Mtn Dew lineup is growing, and it’s all in an effort to save the last of the natural redheads. 

On March 27, the soda-turned-adult beverage company announced that it’s adding Hard Mtn Dew Code Red to its Hard Mtn Dew lineup in “all its cherry-citrusy deliciousness.” It’s honoring the moment by also releasing a PSA explaining that the world needs to do all it can to save the world’s redheads, along with a ton of giveaways with redheads in mind. 

“With redheads making up just 2% of the world’s population, the fiery gene is at risk of disappearing forever,” the brand shared in a statement provided to Food & Wine. But it’s not just sitting on the sidelines, hoping a drink will make the difference. Instead, it’s sharing its Code Red: Save the Redheads initiative, which gives fans a free subscription to the dating website of their choice to find the “redhead partner of their dreams.” A few winners will also receive “cold, hard cash” to purchase more Hard Mtn Dew Code Red. 

“Hard Mtn Dew goes where few have gone before — whether that’s marrying a fan to a can or attempting to be abducted by aliens — so lending a hand to help the redhead population to launch Code Red was a no-brainer,” Erica Taylor, senior brand director for Hard Mtn Dew, shared in a statement. “We’re asking Hard Dew fans far and wide, redhead or not, to support the cause, share with friends, and spread the Code Red/redhead love.”

Starting today through April 10, anyone can join this cause by heading to SaveTheRedheads.com and filling in all their information. Winners will be selected based on “authenticity, originality, passion for redheads, and love of Hard Mtn Dew.” (Nautrally, you must be 21 or older to enter.) 

As for the drink, the brand added that it’s 5% ABV and will be available at retailers nationwide in 24-ounce cans. It will also soon permanently join the Hard Mtn Dew Mix Pack, which includes the original Hard Mtn Dew, Hard Mtn Dew Livewire, and Hard Mtn Dew Baja Blast.