Hard Mountain Dew Offers $1 Million for Proof of Bigfoot

Bigfoot folklore has persisted for centuries, especially in the heavily forested Pacific Northwest. Historical records maintained by the Washington State Military Department say descriptions of a large, hairy, bipedal, ape-like creature are rooted in Indigenous oral histories and gained widespread national attention in the mid-20th century. Scientific consensus remains skeptical after decades of searches by amateur trackers and serious researchers, classifying the creature as a cryptid because no physical specimen or undisputed biological evidence exists.

That enduring legend is now at the center of Hard Mountain Dew’s nationwide “Bigfoot Bounty” campaign, which offers a $1 million grand prize to anyone who can provide scientifically verifiable proof of the creature’s existence. The promotion reflects the aggressive marketing tactics shaping the increasingly crowded flavored malt beverage market, where manufacturers are competing for consumer attention and brand engagement.

The contest runs from September 4 through November 30, 2024, and is open to U.S. residents who are 21 and older. Contestants cannot qualify by submitting blurry photographs or anecdotal accounts. Their entries must include at least four distinct types of supporting evidence before they can be considered for verification.

Hard Mountain Dew brought in Bryce Johnson, a prominent Bigfoot researcher, actor, and producer of the Travel Channel docuseries *Expedition Bigfoot*, to help establish and evaluate the evidentiary standards. Acceptable submissions include physical track casts of handprints or footprints, high-resolution thermal imaging footage, and suspected hair samples suitable for DNA testing.

The brand also lists clear audio recordings of unexplained vocalizations, environmental or physical evidence, and verifiable photography or videography among the accepted forms of proof. Hard Mountain Dew has structured the promotion to keep consumers engaged even if definitive proof of Sasquatch remains elusive and the grand prize goes unclaimed.

Hard Mountain Dew officially debuted in February 2022 through a high-profile partnership between the Boston Beer Company—producers of Samuel Adams, Truly Hard Seltzer, and Twisted Tea—and PepsiCo. The 5% alcohol-by-volume (ABV), sugar-free beverage gives both companies a way to capitalize on the massive brand equity of PepsiCo’s original carbonated soft drink while expanding their footprint in the adult beverage market.

A secondary tier will award 100 randomly selected participants a cash prize of $15, the average retail value of a 12-pack of Hard Mountain Dew. According to Erica Taylor, the senior brand director for Hard Mountain Dew, the autumn timing coincides with the fall outdoor recreation season and the brand’s identity of pursuing adventurous, outdoor activities.

“Hard Mountain Dew has always been about chasing bold experiences, and Bigfoot Bounty takes that mindset to the next level,” Taylor said in a statement. “Every fall, someone’s got a story of a shape in the trees or a sound they can’t explain. Whether you catch Bigfoot or just catch a good story trying, there’s nothing better than an ice-cold Hard Mountain Dew at the end of the hunt.”