Boston Beer Inc (SAM  ) and PepsiCo (PEP  ) are teaming up to produce a flavored malt beverage under the latter's popular Mountain Dew brand.

As I wrote last month, Boston Beer's financial prospects became considerably dimmer with the growing saturation of the popular-yet-finite flavored malt market. The gradual re-opening of many restaurants and bars has eaten into a market previously dominated by take-home products, diluting Boston Beer's guidance considerably. A partnership with PepsiCo, however, seems like a reasonably strong shot at recovery.

"We know that adult drinkers' tastes are evolving, and they are looking for new and exciting flavorful beverages. The combination of our experience in brewing and developing the best-tasting hard seltzers and hard teas, and MTN DEW, a one of kind (sic) multi-billion dollar brand, will deliver the excitement and refreshment that drinkers know and love," said Boston Beer CEO Dave Burwick.

Even with a saturated market, it is hard to deny the marketability of a Mtn Dew branded malt beverage. The sugar and caffeine heavy beverage ranks as the fourth most popular fizzy drink in the United States, but aside from its taste, the drink is also known for being surprisingly "memeable"; as White Claw's meme assisted success has demonstrated, even being the butt of a few jokes can be immensely lucrative.

At 5% alcohol content, the beverages will contain roughly the same "kick" as other flavored malts and typical domestic beers. The first cases are expected to hit store shelves in 2022.

On Tuesday, the announcement caused a pre-market spike with Boston Beer shares jumping 2% by market open. The short pop was followed by a downward trend that has largely gone undisturbed for the rest of the week, with shares down 8% by noon on Friday.