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{{otheruses4|the soft drink|the homemade alcoholic beverage|Moonshine}}
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Revision as of 03:52, 18 November 2008

This article is about the soft drink. For the homemade alcoholic beverage, see Moonshine.
For the songs with 'Mountain Dew' in the title, see The Rare Old Mountain Dew or Good Old Mountain Dew.

Template:Globalize/USA

Mountain Dew
TypeCitrus soft drink
ManufacturerPepsiCo
Country of origin United States
Introduced1964 (nation-wide)
Websitewww.mountaindew.com Edit this on Wikidata

Mountain Dew is a drink distributed and manufactured by PepsiCo. The main formula was invented in Knoxville, Tennessee, named and first marketed in Knoxville and Johnson City, TN in the 40's, then by the Minges family in Fayetteville, North Carolina and across the United States in 1964.[1] When removed from its characteristic green bottle, Mountain Dew is bright yellow-green and semi-opaque.

As of 2007, Mountain Dew was the fourth-best-selling carbonated soft drink in the United States, behind only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet Mountain Dew ranked ninth in sales in the same year.[2]

In October 2008, it was announced that Pepsi would be redesigning their logo and re-branding many of their products. Mountain Dew will be renamed "Mtn Dew" [3]

Ingredients

Mountain Dew lists its ingredients as:

Removed Ingredients

  • lithium citrate"(Mountain Dew facts)".
  • Sugar

Mountain Dew (and its energy drink counterpart known as AMP) often incurs the disapproval of some health experts[4] due to its relatively high caffeine content for a soft drink (or energy drink). However, Mountain Dew marketed in Australia and Canada (see Dew Fuel/Mountain Dew Energy varieties below) – as well as several U.S. states – has no caffeine added at all (Health Canada prohibits caffeine in non-cola soft drinks[5], and Australia has a similar law[citation needed]). Nevertheless, Mountain Dew contains tartrazine (“FD&C Yellow No. 5” in the US), which could lead to allergic reactions in some people. This has also led to an urban legend that the Yellow No. 5 in Mountain Dew reduces the sperm count of male drinkers.[6] Mountain Dew, like many citrus flavored sodas, contains citric acid and sodium benzoate.

Although the original formulation of Diet Mountain Dew solely contained aspartame as a sweetener, the recently reformulated Diet Mountain Dew, advertised on its packaging as having a "Tuned Up Taste", contains three artificial sweeteners: aspartame, acesulfame potassium, and sucralose.

Marketing and promotion

File:Julian Beever Mountain Dew art photo by David Shankbone.jpg
Mountain Dew advertisement in Union Square, New York City by Julian Beever. The advertisement features Bumblebee from the film Transformers.

Mountain Dew’s name is a previously-existing euphemism for moonshine, which likely traces back to Ireland (see the Irish folk song “The Rare Auld Mountain Dew”), and has generally been marketed to highlight its potency. It was originally marketed as “zero proof moonshine” and had pictures of hillbillies on the bottle until 1973.

Bascom Lamar Lunsford’s original recording of “Old Mountain Dew”, an Appalachian old-time song, was used as the first advertising theme for the newly created Mountain Dew soda.


Marketing efforts, 2002–2007

Today’s target demographic is radically different. The drink is mainly marketed to people in the 12-30 year old demographic group, creating a connection to activities like extreme sports and to the video game culture.[7] Mountain Dew is the tour title sponsor of the extreme sports event the AST Dew Tour. The name Mountain Dew was first trademarked by two brothers, Barney and Ally Hartman, who ran a bottling plant in Knoxville, Tennessee.

In 2007 Green Label Art also released a limited edition series of bottles featuring 12 different designs from various artists (regular Mountain Dew was inside the bottles themselves). Originally handed out at select promotional events, the company has announced via their website (www.greenlabelart.com) they are looking into distribution for a wider area. In 2008 Green Label Art released a second limited edition series of bottles featuring 6 new designs.

Their promotional tactics for Diet Mountain Dew have recently brought forth their "Diet Dew Surprising Facts" campaign, which focuses on crazy but true facts that are reenacted in videos or through other spectrums of advertisement. Their coordination with RepNation brought on brand representatives throughout 50 campuses across the US.


AMP Energy

Main article: AMP Energy

AMP is an energy drink produced and distributed by PepsiCo under the Mountain Dew soft drink brand. It was launched in 2001 to compete directly with Red Bull. Originally, AMP was known as Mountain Dew AMP. In 2007 and early 2008, several additional flavors of AMP were produced to match up with Mountain Dew flavors.

DEWmocracy

DEWmocracy[8] was a campaign launched by Mountain Dew to select the next new flavor of Mountain Dew to be released in 2008. Three flavors were introduced; Supernova, a strawberry-melon flavor; Revolution, a berry flavor; and Voltage, a raspberry-citrus flavor. On August 17, Voltage was announced as the winning flavor. It will be released on December 29, 2008. [9]

Doritos Quest

In 2008, Doritos debuted a new mystery flavor known as "Quest," with prizes being given as online puzzles are solved. The flavor has been identified as Mountain Dew. [10]

Mountain Dew Aluminum Bottle Series

The Green Label Art is by Mountain Dew and currently has 21 Green Label Art aluminum bottles in its collection. There were 9 bottles in the 2007 version called "the collection". In Volume 1 (released in 2008) it featured 6 new bottles. In Volume 2, 6 bottles and 1 special edition were released at a conference in Los Angeles called Pushead. There were also 4 Nascar bottles and four 4th of July bottles(not apart of the green label art bottles). One bottle was released for Halo 3 which had the Mountain Dew limited edition Game Fuel in it. [11]

ARCHIVE 2007:

Adam Juresko, "Paper Tigers"
Chris Pastras with Paul Rodriguez, "Pharaohs of Dew"
Dr. Revolt, "Splish Splash"
Jeffstaple, "Staple X"
JT Woodruff with Hawthorne Heights, "Umbrellas"
Mark Nardelli with 5Boro, "Pop Art Pirate"
Mark Nardelli with 5Boro, "Don't Sleep"
Methamphibian, "Tundra"
TWEEQiM, "Dew Lords of the Deep"

VOLUME 1, 2008:

Chuck Anderson, "Just Like Snowflakes"
Dez, "Do the Dew"
Haze, "MD Superstar"
Peat Wollaeger, "Bill Hilly"
Scott Lenhardt & Danny Davis, "Reflections of Dew"
Troy Denning, "Concrete Dragon"

VOLUME 2, 2008:

Billy the Artist, "Open Eyes"
Mark Smith, "Happy Heads"
Mike Sutfin, "Hessian Henchman"
PJ Richardson, "J Church"
Stephan "Maze" Georges, "Dew Celebration"
Troy Denning, "Fearless Fury"


RARE and Hard-to-find:

Pushead Bottle

Halo 3:

Halo 3 Edition Bottle

Stars and Stripes Edition:

4 Stars and Stripes

Nascar Edition:

4 Nascar

Varieties

File:Mountain Dew Baja Blast logo.png
Mountain Dew Baja Blast

Active brands

  • Mountain Dew (1948 - Present) – PepsiCo’s original and signature flavor in the Mountain Dew family.
  • Diet Mountain Dew (1984 - Present) – No-calorie Mountain Dew. Diet was formerly known as “Sugar-Free Mountain Dew” until 1986.[12] In 2006 Diet Mountain Dew was reformulated with a new “Tuned Up Taste,” it is now sweetened with a blend of sucralose, aspartame, and acesulfame potassium. The previous formulation only used aspartame.
  • Caffeine-Free Mountain Dew (? - Present) – Non-caffeinated Mountain Dew. Available in various parts of the United States and Canada. In Canada it is simply labeled as “Mountain Dew” since caffeine isn't allowed in non-cola beverages.
  • Diet Mountain Dew Fountain (? - Present) – A variation of Diet Mountain Dew that uses treated water instead of carbonated water in its formula.[13] Available as a fountain beverage at QuikTrip convenience stores and other limited locations.
  • Caffeine-Free Diet Mountain Dew (? - Present) – No-calorie, non-caffeinated Mountain Dew. Available in limited locations in the United States. In Canada it is simply labeled as “Diet Mountain Dew.”
  • Code Red (2001 - Present) – Cherry Mountain Dew. Code Red is not the same as the original Mountain Dew Red.
  • Diet Code Red (2002 - Present) – A No-calorie No-sugar cherry Mountain Dew. Available in limited areas only.
  • LiveWire (2003 - Present) – Orange Mountain Dew. LiveWire was initially introduced in 2003 as a limited edition flavor for the Summer. In 2005, after seeing two years of limited summer releases, LiveWire became a permanent addition to the Mountain Dew family.
  • Baja Blast (2004 - Present) – Tropical lime and pineapple flavored Mountain Dew. Available exclusively as a fountain drink at Taco Bell restaurants.
File:DEWmocracy.PNG
The DEWmocracy trio.
  • Voltage (2008) – A blue colored raspberry-citrus and ginseng flavored Dew. This flavor is one of the three “candidate flavor” finalists for DEWmocracy's “People’s Dew” national vote. It was released in stores on May 19 as a limited edition flavor so that people could taste test which flavor they like best before voting. It has been announced on August 18 that Voltage is the final winner; therefore, it became a permanent addition. It will be released on December 29, 2008. [9]

Retired brands

  • Red (1988) – Fruit Mountain Dew. Red was the first Mountain Dew flavor variation.
  • Diet Red (1988) – No-calorie fruit Mountain Dew.
  • Mountain Dew Sport (1990–1991) – Only test marketed in several states, as a Mountain Dew flavored sports drink.
  • Diet Mountain Dew Sport (1990–1991) – Only test marketed in several states, as a no-calorie Mountain Dew flavored sports drink.
  • Blue Shock (2001) – Berry-citrus flavored Mountain Dew.[14] Blue Shock failed to sell in the test market, Chicago, and was later released nationwide only in Slurpee form exclusively at 7-Eleven stores. Brought back briefly for a limited time in March 2007 and in July 2008.[15]
  • Dew Fuel (2002–2007) – A caffeinated version of Mountain Dew offered in Canada. Marketed as a natural health product and not as a soft drink due to Health Canada regulations[16] that only allow caffeine in 'dark-colored' varieties of soft drinks such as cola and root beer. Originally called “Mountain Dew Energy” until given its present name in 2006. In early 2007, Pepsi-QTG Canada cited that Dew Fuel is out of production.
  • Dew Fuel Sugar-Free (2002 - 2007) – No-calorie Dew Fuel. The caffeinated version of Diet Mountain Dew offered in Canada. Was originally called “Mountain Dew Energy Sugar-Free” until 2006.
  • Pitch Black (2004) – Black grape Mountain Dew. Limited edition flavor for Halloween.
  • Darth Dew (2005) – Tangy grape Mountain Dew Slurpee flavor that could be considered as “Pitch Black 1.5”.[17] Was available exclusively at 7-Eleven stores as part of a promotion for the theatrical release of Star Wars Episode III.
  • Pitch Black II (2005) – Sour grape Mountain Dew. Limited edition flavor for Halloween. “Sequel” to the original Pitch Black.
  • Arctic Burst (2006) – A Mountain Dew Slurpee flavor available exclusively at 7-Eleven stores as part of a promotion for the theatrical release of Superman Returns. The Slurpee is blue in color and said to taste like blueberry. While the official name is “Arctic Burst”, as seen on the actual Slurpee machine,[18] it has also been seen mislabeled under the name “Arctic Blast” in some official online advertisements.[19]
  • Kryptonite Ice (2006) – A Mountain Dew Slurpee flavor available exclusively at 7-Eleven stores as part of a promotion for the theatrical release of Superman Returns. The Slurpee is green in color and the flavor seems to be tropical, like mango.
  • Game Fuel (2007) – A limited edition citrus cherry Mountain Dew flavor released in August 2007 to promote the release of Halo 3, an Xbox 360 game. The taste of Game Fuel has been compared to the energy drink Amp Overdrive, a drink sold under the Mountain Dew brand name.
  • Mountain Dew MDX (2005 - 2007) – A Mountain Dew flavored energy soda. It was named “Mountain Dew X” during its national test marketing phase.
  • Sugar-Free Mountain Dew MDX (2005 - 2007) – No-calorie Mountain Dew flavored energy soda.
  • Dew Iced (2007) – A Mountain Dew flavored smoothie available exclusively at Cold Stone Creamery stores for a limited time.
  • Revolution (2008) – A sky blue-colored, wild berry fruit and ginseng flavored Dew. One of the three “candidate flavor” finalists for DEWmocracy's “People’s Dew” national vote, it lost to Mountain Dew Voltage.
  • Supernova (2008) – A purple colored strawberry, melon and ginseng flavored Dew. One of the three “candidate flavor” finalists for DEWmocracy's “People’s Dew” national vote, lost to Mountain Dew Voltage.[20]

Non-Pepsi bottlers

Only three non-Pepsi franchises exist in the United States for the production of Mountain Dew. At the time of Mountain Dew’s acquisition by Pepsi, there were 56 franchise agreements, only 16 of which were not held by a Pepsi bottler. The three remaining agreements are permanent; however, the size of their territories are believed to be small enough to make them insignificant to Pepsi.[21]

  • West Jefferson Dr Pepper (WJDP) of West Jefferson, NC. The company does not ship outside its contracted territory, however, several Web sites sell the product at a premium price. The premium price can be justified by the fact that WJDP is the last bottler in the U.S. to produce Mountain Dew with cane sugar[22] (instead of High Fructose Corn Syrup, or HFCS). WJDP is notable for producing all their non-diet products with cane sugar, most of which are Cadbury Schweppes Americas Beverages (formerly Dr Pepper/Seven Up, Inc.) products.
  • RC Cola Bottling of Winchester, Winchester, VA. The company produces Mountain Dew, but uses High Fructose Corn Syrup (HFCS) like all Pepsi bottlers. This bottler markets Caffeine-Free Mountain Dew and Caffeine-Free Diet Mountain Dew, and the products are available in most grocery stores in the northern Shenandoah Valley of Virginia and in nearby West Virginia.
  • Dr Pepper of Staunton, Staunton, VA. This company does not produce any Mountain Dew, but instead buys it from the regional Pepsi bottling plants. Their territory extends from south of the RC Winchester territory to south of Staunton. The Pepsi bottler in this area carries Sun Drop instead of Mountain Dew.

References

  1. ^ "www.dewcollector.com/articles.shtml".
  2. ^ "Special Issue: Top-10 CSD Results for 2007" (PDF). Beverage Digest. Bedford Hills, New York. 2008-03-12. p. 2. Retrieved 2008-09-14.
  3. ^ Pepsi to redesign core products icon. The new imagery is slated to be used starting late 2008 or in early 2009. [1]
  4. ^ "Redding.com "Too much caffeine could be jolt to your well-being"".
  5. ^ "Canadian Food and Drugs Act".
  6. ^ "Snopes.com "Don't Overdew It"".
  7. ^ "mountaindew.com/about_dew/history/history04.php".
  8. ^ officially written by PepsiCo as DEWmocracy
  9. ^ a b DEWmocracy
  10. ^ Taste Test: Mountain Dew "Quest" Doritos | The A.V. Club
  11. ^ Green Label Art
  12. ^ "www.usasoda.com/pepsidew.htm".
  13. ^ "www.mountaindew.com/about_dew/product_info/dmd.php".
  14. ^ "www.bizjournals.com/dallas/stories/2002/05/27/daily35.html".
  15. ^ "slurpee.com/".
  16. ^ "Canada Food and Drug Regulations (C.R.C., c. 870) Table VIII".
  17. ^ "www.starwars.com/episode-iii/release/promo/news20050505.html".
  18. ^ ""Mountain Dew Arctic Burst" labeled Slurpee Machine".
  19. ^ "Google cached "Mountain Dew Kryptonite Ice" & "Mountain Dew Arctic Blast" (aka mislabeled "Mountain Dew Arctic Burst") coupon advertisement (found to be inactive as of [[March 27]], [[2008]])". {{cite web}}: URL–wikilink conflict (help)
  20. ^ "www.mountaindew.com/about_dew/product_info/index.php".
  21. ^ "www.dewcollector.com/articles2.shtml".
  22. ^ "www.glassbottlesoda.org/bottlers/wjefferson.shtml".
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