|Type||Citrus soft drink|
|Country of origin||United States|
Diet Code Red
Throwback (with cane sugar)
Game Fuel Cherry-Citrus
Passionfruit Frenzy (New Zealand only)
Grape (Japan and New Zealand only)
|Related products||Mello Yello
Surge (soft drink)
Mountain Dew (stylized as Mtn Dew in the United States) is a carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in 1940 by Tennessee beverage bottlers Barney and Ally Hartman and was first marketed in Marion, Virginia; Knoxville, Tennessee and Johnson City, Tennessee with the slogan "Ya-Hoo! Mountain Dew. It'll tickle yore innards." A revised formula was created by Bill Bridgforth in 1958. The Mountain Dew brand and production rights were acquired by the Pepsi-Cola company in 1964, at which point distribution expanded more widely across the United States and Canada.
Between the 1940s and 1980s, there was just one variety of Mountain Dew, which was citrus-flavored and caffeinated. Diet Mountain Dew was introduced in 1988, followed by Mountain Dew Red, which was introduced and subsequently discontinued in 1988. While Mountain Dew Red was short-lived, it represented the beginning of a long-term trend of Mountain Dew being produced in different flavor variations. In 2001, a cherry flavor called Code Red debuted. This product line extension trend has continued, with expansion into specialty, limited time production, region-specific, and retailer-specific (Taco Bell, 7-Eleven) variations of Mountain Dew.
Production was first extended to the UK in 1996, though this initial debut was short-lived as it was phased out in 1998. A similar but very different-tasting product returned to the UK under the name "Mountain Dew Energy" in 2010 and returned to Ireland in Spring 2011. As of 2009, Mountain Dew represented a 6.7 percent share of the overall carbonated soft drinks market in the U.S. Its competition includes The Coca-Cola Company's Mello Yello, and Dr Pepper Snapple Group's Sun Drop; Mountain Dew accounts for 80 percent of citrus soft drinks sold within the US.
- 1 Origin
- 2 Packaging
- 3 Ingredients
- 4 Promotions
- 4.1 AMP Energy
- 4.2 Taco Bell's Mountain Dew Baja Blast
- 4.3 DEWmocracy 1
- 4.4 DEWmocracy 2
- 4.5 Game Fuel
- 4.6 Green Label
- 4.7 Doritos Quest
- 4.8 FanDEWmonium
- 4.9 Back by Popular DEWmand
- 4.10 The Dark Knight Rises partnership
- 5 Flavors and varieties
- 6 In popular culture
- 7 Killing the Mountain Dew Killer
- 8 See also
- 9 References
- 10 External links
The Hartman brothers developed Mountain Dew as a mixer. Soft drinks were regional in the 1930s, and the Hartmans had difficulty in Knoxville obtaining their preferred soda to mix with liquor, preferably whiskey, so the two men developed their own.
Charles Gordon, who had partnered with William Swartz to bottle and promote Dr. Enuf, was introduced to Mountain Dew when he met the Hartman brothers on a train and they offered him a sample. Gordon and the Hartman brothers subsequently made a deal to bottle Mountain Dew at Tri-City Beverages.
The Hartman brothers also asked Coca-Cola for input on their own soda; however, the Coca-Cola Company refused their offer.
"Mountain Dew" was originally Southern and/or Scots/Irish slang for moonshine (i.e., homemade whiskey), or poitín as it is called in Ireland. Using it as the name for the soda was originally suggested by Carl E. Retzke at an Owens-Illinois Inc meeting in Toledo, Ohio, and was first trademarked by Ally and Barney Hartman in the 1940s. Early bottles and signage carried the reference forward by showing a cartoon-stylized hillbilly. The first sketches of the original Mountain Dew bottle labels were devised in 1948 by John Brichetto, and the representation on product packaging has changed at multiple points in the history of the beverage.
PepsiCo (known then as The Pepsi-Cola Company) acquired the Mountain Dew brand in 1964, and shortly thereafter in 1973 the logo was modified as the company sought to shift its focus to a "younger, outdoorsy" generation. This direction continued as the logo remained the same through the 1970s, 1980s and into the late 1990s. Later updates to the logo were made in 1999 and again in 2005. On 15 October 2008, the Mountain Dew logo was redesigned to "Mtn Dew" within the U.S. market, as a result of a PepsiCo rebranding of its core carbonated soft-drink products. However, the variant flavors continued to use the previous design until May 2011, when it was revealed that the "Code Red", "LiveWire", "Voltage", and "Baja Blast" flavor variants would be given redesigned packaging, including new logos to correspond with the "Mtn Dew" style. The returning flavors "Pitch Black", "Supernova", "Typhoon", and "Game Fuel" were given redesigned packaging and logos for their re-release.
Beginning in summer 2010, a secondary type of Mountain Dew bottles began appearing on select U.S. shelves. Designed by 4sight, a design and innovation firm, these bottles featured a sleeker design, smaller packaging labels, and a built-in grip. This design was dubbed "Sidekick bottles" and was in testing in North Carolina, South Carolina, and Indiana markets. Currently, the bottles are being found more and more in the south-east region, and could potentially replace the standard bottle design.
In its primary market of the United States, the ingredient composition of Mountain Dew is listed as: "carbonated water, High-fructose corn syrup (in much of the U.S.), concentrated orange juice, citric acid, natural flavors, sodium benzoate, caffeine, sodium citrate, erythorbic acid, gum arabic, calcium disodium EDTA, brominated vegetable oil, and yellow 5." The ingredient makeup of Mountain Dew varies based on the country of production. For example, in Canada, the sweetener listed is "fructose/sucrose" and (until 2012) it was caffeine-free by default.
In response to consumer insistence on a more natural product, PepsiCo in 2009 released a limited run production of Mountain Dew Throwback, a variation consisting of sugar in place of high fructose corn syrup. Mountain Dew Throwback subsequently was re-released for brief periods (generally 8–12 weeks at a time), including a second wave from December 2009 to February 2010 and a third wave in the summer and fall of 2010. A fourth limited production run began in March 2011, lasting for a total of eight weeks before becoming a permanent addition to the Mountain Dew flavor line-up.
Two unfounded urban legends about Mountain Dew ingredients exist. One is that it causes shrunken testicles and/or penis size. The other is that it lowers sperm count. Both myths are typically attributed to the dye Yellow #5 (tartrazine). Tartrazine has never been scientifically linked to any of the alleged effects in the legends; nor has any other component of the drink. On the other hand, a scientific review study showed that among children (with and without ADHD) tartrazine can increase ADHD-like symptoms (see Stevens, Kuczek, Burgess, Hurt & Arnold, 2010). Thus, there is some evidence that Mountain Dew is at least as hazardous to health as some other caffeinated, sugar-sweetened soft drinks.
A 12 oz can of Mountain Dew contains 54 mg of caffeine.
AMP Energy is an energy drink distributed by PepsiCo under the Mountain Dew brand. Launched in 2001, AMP was originally known as "Mountain Dew AMP". From 2007 to 2008, several additional flavors of AMP were introduced. In 2012, AMP labeling and ingredients changed, as did the flavor and appeal, according to fans. The Mountain Dew branding was also removed from the cans during this change.
Taco Bell's Mountain Dew Baja Blast
Since 2004, Mountain Dew has given Taco Bell stores the exclusive right to carry Mountain Dew Baja Blast, a blue-colored, tropical-lime-flavored variety of the popular soft drink. Baja Blast was developed to appeal to Taco Bell customers, with the manufacturer conducting extensive research to ensure that the name, color and taste of the drink complemented Taco Bell food products.
Beginning in 2007, Mountain Dew began a promotion entitled "DEWmocracy", which involved fans of the beverage brand electing new flavors, colors, names, packaging graphics and advertisements for upcoming Mountain Dew products. The campaign has been the subject of recognition within the advertising industry, cited as one of the earliest and longest-running examples of a consumer product brand employing crowdsourcing to make decisions which are traditionally made internally by employees. In its initial phase, Dewmocracy participation and voting was conducted via an online game. Television advertisements at the time featured actor Forest Whitaker asking people to decide the next new flavor of Mountain Dew. Online voters selected from three choices: Supernova (a strawberry-melon flavor), Revolution (a berry flavor), and Voltage (a raspberry-citrus flavor). Each included ginseng. On 17 August 2008, Voltage was announced as the winning flavor. It was released on 29 December 2008. According to Beverage Digest, sales of Dewmocracy flavors totaled 25 million cases in 2008.
Mountain Dew announced a continuation of the Dewmocracy campaign –referred to as "Dewmocracy 2" – which launched in July 2009. A marked difference between Dewmocracy 2 and its predecessor is the involvement of a broader range of online components to conduct voting, expanding beyond the Dewmocracy website to include Facebook, Twitter, YouTube, and what is referred to as the "Dew Labs Community" – a private, online forum for the "most passionate Dew fans." In July 2009, Dew Labs sampling trucks distributed product samples of seven potential flavor variations. At the same time, 50 "Dew fanatics" were chosen based on their video submissions to the video website 12seconds.tv, and were shipped boxes of the seven prototype flavors. From the initial seven flavors, taste testers were asked to elect three final flavors for later release at retail stores. The three new candidate flavors were Distortion (a key lime flavor), Typhoon (a tropical punch flavor), and White Out (a smooth-citrus flavor). The three new candidate flavors were released on 19 April 2010 and voting lasted until 14 June. The following day, White Out was announced as the winner. Mountain Dew White Out was officially released for sale on 4 October 2010. A limited production White Out Slurpee (Mtn Dew White Out Freeze) was made available at 7-Eleven beginning in January 2011.
In 2007, after using the term "Game Fuel" to direct their sodas to the video-gaming subculture, Mountain Dew officially announced a new flavor variant with the title. Coinciding with the release of the Xbox 360 game Halo 3, Mountain Dew Game Fuel sported a label that was almost entirely image-based, showing promotional artwork for the game and featuring the game series' main character Master Chief prominently. This variant remained on shelves for 12 weeks, and was discontinued afterwards.
Two years later, the website for the popular MMORPG World of Warcraft was updated to reveal two Mountain Dew Game Fuel flavors would be coming to shelves in June 2009 and would promote the online video game. Shortly afterwards, official bottle art was released, and showed that one of the Game Fuel flavors would promote a certain player race in the game, while the other would promote a different race. It was also revealed that one of the two World of Warcraft Game Fuel flavors was exactly the same drink from the original Halo 3 promotion, with updated packaging. The second flavor was a new wild-fruit drink similar to the previously released Pepsi Blue. Both drinks were given World of Warcraft-based packaging, and sported the newly updated "MTN Dew" logo. Like their precursor, these two flavors lasted for 12 weeks and were discontinued.
On 24 August 2011, Mountain Dew officially announced another return of the Game Fuel promotion on their Facebook page. The original citrus-cherry would once again be returning, along with a new tropical companion flavor. The announcement gave a planned release date of October 2011 and stated that the packaging will feature codes that grant players double experience points in Call of Duty's upcoming release of Modern Warfare 3. Both flavors were mailed out to Dew Labs members in early September 2011, a month before the planned release date. Later that same month, it was revealed through the Facebook page that Game Fuel would be arriving to the public in mid-October, though it would vary by market. Just as promised, Game Fuel began appearing as early as the first week of October, and like their precursors, these flavors were discontinued after 12 weeks of being on shelves.
Game Fuel returned in October 2012 to promote Halo 4, in the original citrus-cherry flavor. In August 2013, Mountain Dew announced that Game Fuel would be returning to stores in the fall of 2013, with a new blueberry version titled "Electrifying Berry". In October 2013, boxes of original citrus-cherry Game Fuel appeared on store shelves with packaging promoting Xbox ONE and the games Dead Rising 3 and Forza Motorsport 5 and with cans featuring Dead Rising 3 graphics. The new Electrifying Berry flavor of Game Fuel simultaneously appeared with packaging promoting Kinect Sports Rivals and the game Ryse: Son of Rome, graphics from which appear on the cans as well.
Green Label is an online magazine covering action sports, music, art and style. It is a partnership between PepsiCo Americas Beverages' brand Mountain Dew and Complex Media for producing sponsored-content that is housed at Green-Label.com. The site replaces several websites and a YouTube channel that have been overseen by PepsiCo Americas Beverages since 2007. The initiative originated in 2013 and will continue through the year. PepsiCo Americas Beverages will work with Complex Media on the creation and production of content for the site.
Green Label Art
Mountain Dew's Green Label promotion originated in 2007, when a small line of limited edition aluminum bottles were put into limited-release production, featuring artwork from a range of tattoo artists and other artists. This initial series marked the first use of the term Green Label Art to describe the use of artistic works on Mountain Dew product packaging. In June 2010, a contest entitled "Green Label Art: Shop Series" was announced, involving 35 independent skateboard retail store owners who partnered with artists local to their areas in order to design and submit future can artwork designs. Approximately one million votes were submitted by the conclusion of this contest in October of the same year, with Street Science Skate Shop – a store in Tracy, California – being named the winner of a cash prize. This winning can design is scheduled to appear on Mountain Dew cans at some point in 2011, according to Skateboarder magazine.
Green Label Sound
In 2008, a Mountain Dew-sponsored music label was launched under the name Green Label Sound. In December 2010, a Mountain Dew Code Red television advertisement was produced, incorporating the hip-hop artist Jay Electronica performing his song titled "The Announcement". The advertisement concludes with the tagline: "Hip Hop is different on the mountain", representing continued incorporation of hip hop (along with other music genres) into Mountain Dew promotional campaigns they also sponsor skateboarders like Paul Rodriguez J.R.
Dew Tour/Green Label experience
Sponsorship of individual athletes who participate in professional action sports has been a part of the Mountain Dew brand since the late 1990s, with present sponsorship including Eli Reed (skateboarder), Paul Rodriguez (skateboarder), and Danny Davis (snowboarder). Mountain Dew also sponsors its own namesake festival, "The Dew Tour", which is an action sports tour made up of multiple events held in five U.S. cities over the course of several months. The first Dew Tour was held in the summer of 2005 with events in skateboarding, BMX and Freestyle Motocross. In 2008 it expanded to add a "Winter Dew Tour" as well, comprising snowboarding and snow skiing competitions. It is "the most watched and attended action sports event in the world," according to Transworld Snowboarding magazine. In coordination with its Dew Tour sponsorship, a sponsored television show entitled Mountain Dew's Green Label Experience premiered on Fuel TV in July 2010, for the primary purpose of broadcasting interviews with action sports athletes from each of the stops on the Dew Tour.
Green Label Gaming
Under the term Green Label Gaming – coined in 2007 – Mountain Dew has broadened its sponsorship of independent video game designers and players. The brand is often the subject of media attention for its popularity among video game enthusiasts, as several flavors of Mountain Dew have been produced in partnership with video games such as Halo and World of Warcraft. In December 2008, Mountain Dew produced a 30-minute television special which documented independent gamers in Japan and the U.S., which aired on the Spike TV network. In 2009, Mountain Dew sponsored two prominent gaming events: the Independent Games Festival and the Game Developers Conference.
In October 2010, Mountain Dew started the "FanDEWmonium" promotion, a competition in which new flavors would compete to become permanent similar to the two DEWmocracy campaigns, but with eight diet flavors instead of three regular ones. Five of the participating flavors were diet versions of previous DEWmocracy flavors: Diet Super Nova, Diet Voltage, Diet Distortion, Diet Typhoon, and Diet White Out. Another flavor, Diet Ultra Violet, was returning from its own limited release in 2009. The two remaining competitors were brand-new Diet flavors created specifically for the promotion – Crave (green apple-flavored), and Flare (berry-citrus-flavored). Each of the eight flavors was available for tasting at specific tour locations, and special cans were also mailed to some Dew Labs members.
Also similar to the DEWmocracy campaign, those who taste-tested the Diet flavors were asked to go online and vote for which flavors they thought should be permanently sold in stores. After the first round of voting was completed, two flavor finalists were chosen to receive a limited release to store shelves for a final round of voting. Diet Voltage and Diet Super Nova were sold in stores for an eight-week period beginning in March 2011. After votes were cast, it was officially announced that Diet Super Nova had won, with 55% of all votes, and it returned in January 2012 for another 12-week limited release. Afterwards, it was removed from shelves permanently due to poor sales during its 12-week release.
Back by Popular DEWmand
On 7 January 2011, Mountain Dew posted on their Facebook that Pitch Black would return to the shelves on May 2011, also stating that this may be the start of many re-releases of old favorites. The Company promoted Pitch Black's return heavily with giveaways and contests. About a month before the planned release date, a photo was posted on a Mountain Dew Company worker's Pongr, which showed Pitch Black and 2008's Supernova. Two weeks before the release, Dew Labs announced the return of 2010's Typhoon in 2-Liter bottles exclusively at Walmart Supercenters. The 3 flavors were officially re-released to stores on May 2.
At the same time of the DEWmand Promotion, Mountain Dew launched the Throwback Shack, a flash-based website where participators could enter to win exclusive Dew merchandise, including a "secret stash" of Mountain Dew Revolution, a losing competitor from 2008's DEWmocracy.
The promotional advertisements were then taken down from the official Mountain Dew website. On a later date, Mountain Dew then confirmed via tweet that there would not be any more flavors returning 'by Popular DEWmand' for now, as it was only intended to be a summer program.
The Dark Knight Rises partnership
After much speculation over a leaked Instagram photo of a potential new flavor, it was officially announced that Mountain Dew was teaming up with Warner Bros. Pictures' and Legendary Pictures' film The Dark Knight Rises and released a limited-edition flavor on 18 June 2012. A website — DEWGothamCity.com — was launched, on which fans were able to enter codes to access exclusive content and details on the movie before its 20 July release date. Some Mountain Dew products temporarily featured packaging to promote the movie, including thermochromic 16 oz. cans that change color when cooled. The limited-edition flavor, Dark Berry, was mixed berry-flavored, and was available for 8 weeks.
Flavors and varieties
Following the success of Code Red in 2001, over 30 subsequent flavors bearing the "Mountain Dew/Mtn Dew" name have been introduced. Original Mountain Dew, Caffeine-Free Mountain Dew, Diet Mountain Dew, Caffeine-Free Diet Mountain Dew, Code Red, Diet Code Red, Live Wire, Voltage, Throwback, White Out, Diet Supernova, Johnson City Gold, and Game Fuel Cherry Citrus are the currently available drinks on the Mountain Dew line (some are region-specific and may not appear in certain areas). This table covers all Mountain Dew flavor variants to date.
|Dates of production||Notes||Picture|
|Mountain Dew||1948 – Present||The original flavor. A yellow-green-colored, citrus-flavored soda that was developed in the 1940s by Barney and Ally Hartman, who were beverage bottlers in Tennessee. A revised formula was created by Bill Bridgforth in the year 1958. Flavor changed to use high fructose corn syrup in 1990's. Old recipe using cane sugar is now Throwback.|
|Caffeine-Free Mountain Dew||1976 – Present||Non-caffeinated Mountain Dew. Available in various parts of the United States. In Australia, it was once sold as regular Mountain Dew, but as of June 2012 Australian Mountain Dew is now sold with caffeine in it. Until 2012, the Canadian version of Mountain Dew was caffeine-free, but has been reformulated as Mountain Dew "Citrus Charge" and now contains caffeine.|
|Diet Mountain Dew||1988 – Present||A no-calorie Mountain Dew that was first introduced in 1988. It was formerly known as "Sugar-Free Mountain Dew" until 1986, when it was given its current name. In 2006 Diet Mountain Dew was reformulated with a new "Tuned Up Taste", using a blend of sucralose, aspartame, and acesulfame potassium as sweeteners. The previous formulation was sweetened exclusively with aspartame. In limited areas in the United States, Diet Mountain Dew has treated water instead of carbonated water as a fountain drink.|
|Mountain Dew Red
|1988||Simply known to be Fruit-flavored Mountain Dew, Red was the first Mountain Dew flavor variation, and was discontinued the same year it was released. Its legacy lives on as Mountain Dew Code Red, but the two are entirely different flavors. It was only available in Alabama.|
|Diet Mountain Dew Red
|1988||Simply known to be a zero-calorie version of Mountain Dew Red. Like the original version, it was also discontinued in the same year it was introduced and was only available in Alabama.|
|Caffeine-Free Diet Mountain Dew||1989 – Present||A no-calorie, non-caffeinated Mountain Dew. Available in limited locations in the United States. In Australia it is simply labeled as "Diet Mountain Dew."|
|Mountain Dew Sport
|1989–1991 1995–1996||Following initial test marketing in 1989, this Mountain Dew-flavored sports drink was released in a limited number of U.S. regions in 1990. A 2-calorie variant was released, as well as a Diet version. They were all short-lived, being discontinued in 1991.|
|Diet Mountain Dew Sport
|1989–1991||A zero-calorie version of Mountain Dew Sport. Like the original version, it was also discontinued in 1991.|
|Mountain Dew Code Red||2001 – Present (U.S.) 2009–present (New Zealand) 2010–Present (Germany) 2013 (Canada)||A cherry-flavored Mountain Dew. Introduced in 2001, it was the first widely successful flavor extension; In its first year of production, Code Red increased overall sales of Mountain Dew by 6%. Code Red was later released in New Zealand in 2009, however the cherry flavor changed to berry, in Germany in 2010 and in Canada for DEWmocracy Canada in 2013, where it finished in 2nd place.|
|Diet Mountain Dew Code Red||2002 – Present||A no-calorie, no-sugar cherry-flavored Mountain Dew. Available in limited areas only, it was first introduced in late 2002.|
|Mountain Dew Live Wire||2003 – Present (U.S.) 2011-present (New Zealand) 2013–Present (Malaysia)||An orange-colored, orange-flavored Mountain Dew. Live Wire was initially introduced in 2003 as a limited-edition flavor for the summer. In 2005, after two years of limited summer releases, Live Wire became a permanent addition to the Mountain Dew product line. It appears that Live Wire became region-specific in 2011, as many areas across the U.S. began noticing its disappearance from shelves. It was also released in New Zealand in 2011.|
|Mountain Dew Pitch Black
|2004, 2011 (U.S.) and 2011 –2012 (New Zealand) 2013-present (Malaysia)||A dark purple-colored, grape-flavored Mountain Dew released for the 2004 Halloween season. Pitch Black was re-released in 2011 as a part of the "Back by popular DEWmand" promotion in the United States and was also released in New Zealand. The US version stayed on shelves through May and July.|
|Mountain Dew Baja Blast||2004 – Present||A sea green, tropical lime-flavored Mountain Dew introduced in 2004, available exclusively as a fountain drink at Taco Bell restaurants.|
|Mountain Dew Pitch Black II
|2005||A dark purple-colored, sour grape-flavored Mountain Dew, released as a limited edition flavor for Halloween in 2005. Referred to as the "sequel" to the original Pitch Black, which was released in 2004.|
|Mountain Dew Game Fuel (Halo 3 Edition)
|2007||A red-orange-colored, citrus-cherry-flavored Mountain Dew first released in August 2007 for a total of 12 weeks to promote the release of Halo 3, an Xbox 360 game. Two years later, this flavor saw a limited return to shelves promoting the MMORPG World of Warcraft. It was sold under the name "Mountain Dew Game Fuel Horde Red" with redesigned packaging and a new counterpart flavor. On 24 August 2011, it was officially announced that this flavor would once again return to shelves to coincide with the upcoming game Call of Duty: Modern Warfare 3. Its taste has been compared to "LiveWire", "Code Red" and the energy drink AMP Overdrive (another drink sold under the Mountain Dew brand name).|
|Mountain Dew Revolution
|2008||A sky blue-colored, wild berry fruit-flavored Mountain Dew with ginseng for flavor enhancement. One of the three "candidate flavor" finalists for DEWmocracy's "People's Dew" national vote. Revolution held the majority amount of votes until the end of the promotion, when dropped to 3rd place and lost to Mountain Dew Voltage. In 2011, the "Mountain Dew Throwback Shack" began to have a prize of "A Hidden Stash of Dew" which was then revealed to be glass bottles of Revolution with lab labels on them. Demand for Revolution has increased since Pitch Black, Typhoon, and Supernova were returning to shelves, but Mountain Dew said that there were currently no plans to rerelease Revolution, but they "Never say Never".|
|Mountain Dew Supernova||2008, 2011 (America) 2012–present (Finland), 2013 (Canada)||A magenta-colored, strawberry-melon-flavored Mountain Dew with ginseng. One of the three "candidate flavor" finalists for DEWmocracy's "People's Dew" national vote, it lost to Mountain Dew Voltage. It had held the least amount of votes until the end, when it ended up coming in 2nd place. This flavor was re-released as a part of the "Back by popular DEWmand" promotion in early May 2011 and stayed on shelves through July. In 2012 it got released in Finland and is produced under license by Hartwall. In 2013 it was released in Canada for DEWmocracy Canada, where it finished in 4th place.|
|Mountain Dew Voltage||2008 – Present (America) 2011–present (New Zealand) 2013-present (Canada)||A blue-colored, raspberry-citrus-flavored Mountain Dew with ginseng for flavor enhancement. A part of the first DEWmocracy promotion, it was released in stores on 19 May 2008 as a limited edition flavor so that people could taste test which flavor they like best before voting. Voltage was announced to be the winner with 42% of all votes on 17 August 2008. It was officially released as a permanent flavor on 29 December 2008 and was later released in New Zealand in 2011 under the name "Electro Shock" and described as a "charge of wild berry flavor."
A Diet Voltage was released in 2011 as a part of the "FanDEWmonium" promotion and made it to the finals with Diet Mountain Dew Supernova, meaning it had a limited release in U.S. stores while voting took place, until Diet Supernova was revealed to be the winner. It came in second in voting, against Diet Mountain Dew Supernova with 45% out of all votes. Mountain Dew Voltage was released in 2013 for DEWmocracy Canada where it got the most votes and Won. becoming a permanent Canadian flavor.
|Mountain Dew Game Fuel
(World of Warcraft "Horde Red" Edition)
|2009||In 2009, the original "Game Fuel" flavor returned to shelves for 10 weeks under this name in connection with the World of Warcraft video game. The name and label design were updated to reflect the World of Warcraft theme. It was rereleased on October 2011 with updated packaging to promote the video game Call of Duty: Modern Warfare 3 and again in 2012 to promote Halo 4.|
|Mountain Dew Game Fuel
(World of Warcraft "Alliance Blue" Edition) (Discontinued)
|2009||A blue violet-colored, wild fruit punch-flavored Mountain Dew flavor released alongside "Mountain Dew Game Fuel Horde Red" for a 10-week period in 2009. Like Horde Red, Alliance Blue was a promotional flavor for the MMORPG World of Warcraft.|
|Diet Mountain Dew Ultra Violet
|2009, 2011||A lavender-colored, mixed berry-flavored Mountain Dew. It was originally available for three months in 2009; and was the first Mountain Dew flavor available exclusively in Diet. It was released on 3 August 2009 at a first taste party in Brooklyn, New York. This flavor returned for the "FanDEWmonium" promotion, but ultimately lost to Diet Mountain Dew Supernova, coming in sixth place and not making it into the final round. Its flavor is sometimes compared to that of "Revolution" due to their berry-themed flavoring.|
|Mountain Dew Throwback||2009 – Present||A variation of Mountain Dew in the U.S. consisting of natural sugar in place of high fructose corn syrup, first released in a limited production run during the summer of 2009. Mountain Dew Throwback has since been re-released for brief periods (generally 8–12 weeks at a time), including a 2nd wave from December 2009 - February 2010 and a 3rd wave in Summer/Fall 2010. A fourth limited production run began in March 2011, lasting for a total of eight weeks before becoming a permanent addition.|
|Mountain Dew Cherry Fusion
|2009–2010||A red-colored, cherry-flavored fountain drink only available at Wienerschnitzel restaurants in the Western United States. It has a stronger cherry flavor in comparison to Code Red. Because this flavor was removed from the official Wienerschnitzel online menu, it is presumed to be discontinued.|
|Mountain Dew Distortion
|2010||A deep green-colored, lime-flavored Mountain Dew. Part of the second Mountain Dew "DEWmocracy: Collective Intelligence" promotion. It lost to Mountain Dew White Out and came in 3rd place with only 16% out of all votes. Due to its similarity in color to the original Mountain Dew, Distortion was packaged in a clear bottle with a black label (as opposed to the green-plastic bottle with a green label used in the original Mountain Dew) in an attempt to avoid confusion. A Diet Distortion was created for the FanDEWmonium promotion, which came in eighth place, not making it to the final round.|
|Mountain Dew Typhoon
|2010, 2011||A red-orange-colored, strawberry-pineapple flavored Mountain Dew. Part of the second Mountain Dew "DEWmocracy: Collective Intelligence" promotion. It lost to Mountain Dew White Out and came in 2nd place with 40% of all votes. A Diet Typhoon was created for the FanDEWmonium promotion, which came in fifth place, not making it to the final round. It was announced on 15 April 2011 that Typhoon would return in May 2011 as part of the "Back by Popular DEWmand" promotion and it stayed on shelves in 2-Liter bottles exclusively at Walmart Supercenters through July.|
|Mountain Dew White Out||2010 – Present (U.S.) 2012–present (Japan) 2013 (Canada)||A white-colored, smooth citrus-flavored Mountain Dew. Part of the second Mountain Dew "DEWmocracy: Collective Intelligence" promotion. It was released in stores on 19 April as a limited edition flavor so that people could taste test which flavor they like best before voting. Voting ended on 14 June, and it was announced that White Out had won the campaign with 44% of the votes. It became a permanent flavor and was officially for sale on 4 October 2010 and was later released in Japan in 2012. A Diet White Out was created for the FanDEWmonium promotion, which came in third place, not making it to the final round. It has been available in slurpee form since January 2011. White Out was also released in Canada for Dewmocracy Canada in 2013, but finished in 3rd place.|
|Diet Mountain Dew Flare
|2011||A deep yellow-colored, berry-citrus-flavored Diet Mountain Dew. Part of "FanDEWmonium" promotion series of flavors but it lost to Diet Mountain Dew Supernova and came in fourth place, not making it into the final round.||[dead link]|
|Diet Mountain Dew Crave
|2011||A light green-colored, sweet and sour apple-flavored Diet Mountain Dew. Part of "FanDEWmonium" promotion series of flavors but it lost to Diet Mountain Dew Supernova, coming in seventh place and not making it to the final round.|
|Diet Mountain Dew Supernova
|2011, 2012||A magenta-colored, strawberry-melon-flavored Diet Mountain Dew with a "shot of ginseng" for flavor enhancement. This flavor began as one of the "FanDEWmonium" promotion series of flavors. Diet Supernova was released in U.S. stores alongside Diet Mountain Dew Voltage on 6 March 2011 for a duration of eight weeks as a limited edition diet flavor so that people could taste test which flavor they preferred before voting. It won FanDEWmonium with 55% out of all votes, and this flavor became a permanent addition to the Diet Mountain Dew flavor line-up. It will be returning to stores for a 12-week limited release in February and afterwards, it will be left to the local bottlers to decide whether or not to keep it permanent in their area according to a post on Diet Mountain Dew's Facebook on 16 January 2012. As of 1 February, the flavor has been spotted in stores. However, it was removed from shelves permanently after its 12-week limited release due to poor sales during its limited release.|
|Mountain Dew Game Fuel Cherry-Citrus
(Call of Duty: MW3 Edition) (Discontinued)
|2011||The same red-orange-colored, cherry-citrus formula used for the original Halo 3 Game Fuel in 2007 that returned as "Game Fuel Horde Red" in 2009 for World of Warcraft. For its 2011 release, its packaging was redesigned to promote the video game Call of Duty: Modern Warfare 3. Though this drink's concept was leaked in early August 2011 by means of an eBay auction, it was officially announced on Mountain Dew Facebook page on 24 August 2011 and was officially released to U.S. stores on 10 October that year and stayed on shelves until the end of 2011.|
|Mountain Dew Game Fuel Tropical
(Call of Duty: MW3 Edition) (Discontinued)
|2011||A dark green-colored, Tropical-flavored Mountain Dew flavor to coincide with the release of the video game Call of Duty: Modern Warfare 3. Like its counterpart, its concept was leaked in early August 2011 by means of an eBay auction, and was officially announced on Mountain Dew Facebook page on 24 August 2011 and was officially released to U.S. stores on 10 October that year and stayed on shelves until the end of 2011. It was originally tested by 500 Dew Labs members as a "Mystery" flavor, and was described by many to resemble the taste of "Baja Blast" and "Distortion".|
|Mountain Dew Dark Berry
|2012 (U.S., Finland and Denmark) 2012–present (Romania)||A limited-edition mixed-berry-flavored Mountain Dew that coincides with the film The Dark Knight Rises. It first gained popularity in late May when a 3-in-one photo of its 12-pack box design leaked on Instagram. On 14 March, Dark Berry was officially announced by the official Mountain Dew Facebook page. It's 8-week release period began on 18 June.|
|Mountain Dew Johnson City Gold||2012–present (Test Markets Only)||A malt flavored version of Mountain Dew, named after Johnson City, Tennessee, that was test-marketed starting in late August 2012 in the Chicago area, Denver, Colorado, and Charlotte, North Carolina. The beverage will featured a malt flavor with a kick of lemon-lime.|
|Mountain Dew Game Fuel Cherry-Citrus (Halo 4 Edition)
|2012–2013||After Mountain Dew UK announced Game Fuel Energy would be coming to the UK and Ireland, a YouTube video showed a bottle of Cherry-Citrus Game Fuel in U.S. packaging, showing that it might be returning for Halo 4 in the United States, which is also announced to have a promotion with Halo. On 1 October 2012, Mountain Dew posted a picture on their Facebook page, confirming that Game Fuel will be returning for Halo 4.|
|Mountain Dew Kickstart Orange Citrus||2013 – Present||A orange-citrus-flavored morning soda that was released on February 25, 2013. the drink will come in energy drink sized cans like the fruit punch one does, but has less caffeine than other energy drinks.|
|Mountain Dew Kickstart Fruit Punch||2013 – Present||A Fruit flavored morning soda that was released on February 25, 2013. the drink will come in energy drink sized cans like the orange one does, but has less caffeine than other energy drinks.|
|Mountain Dew Game Fuel Cherry-Citrus
(Dead Rising 3 Edition)
|2013–Present||The same red-orange-colored, cherry-citrus formula used for the original Game Fuel releases in 2007, 2009, 2011, and 2012. For its 2013 release, its packaging was redesigned to promote the video game Dead Rising 3 for the Xbox One.|
|Mountain Dew Game Fuel Electrifying Berry
(Ryse: Son of Rome Edition)
|2013–Present||A purple-colored, berry-flavored Mountain Dew to coincide with the release of the video game, Ryse: Son of Rome for the Xbox One.|
|Mountain Dew Kickstart Black Cherry||TBA 2014||A Black-Cherry flavored Soda that will be Released sometime in 2014. not much is known about this flavor at the time.|
|Mountain Dew Kickstart Limeade||TBA 2014||A Lime flavored Soda that will be Released sometime in 2014. not much is known about this flavor at the time.|
|Dates of production||Notes||Picture|
|Mountain Dew Blue Shock||2001 – Present||Berry-citrus flavored Mountain Dew. Blue Shock was initially test-marketed in Chicago in can and bottle formats, but sales did not meet expectations and as a result, it was released in 2002 in the U.S. exclusively in Slurpee form at 7-Eleven stores. As of 2011, it remains listed as a current flavor according to 7-Eleven. It was once available at select Marcus Theatres in Icee form. It is also available as "Mtn Dew Blue Shock Freeze" at RaceTrac stores in the Southeast US.|
|Dew Fuel||2002–2007||A caffeinated version of Mountain Dew produced in Canada. Marketed as a natural health product and not as a soft drink, due to Health Canada regulations 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.|
|Darth Dew||2005||A limited production tangy grape flavored Mountain Dew Slurpee flavor. It was available exclusively at 7-Eleven stores as part of a promotion for the theatrical release of Star Wars Episode III.|||
|Mountain Dew MDX||2005–2007||A Mountain Dew-flavored energy soda introduced in 2005 in 14-US-fluid-ounce (410 ml) bottles. In 2006, its packaging format was transitioned to 20-US-fluid-ounce (590 ml) bottles. Its production was discontinued in 2007.|
|Mountain Dew Pitch Black Freeze||2006||A re-release of Pitch Black in Slurpee form produced as a limited edition flavor during the 2006 Halloween season.|
|Mountain Dew Maximum Cream Slush||2004–2008||A frozen, no-sugar, no-carbonation fruit slush sold in participating 7-11 convenience stores.|
|Mountain Dew 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. The official name was "Arctic Burst".|
|Mountain Dew 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 had a tropical, mango taste.|
|Sugar-Free Mountain Dew MDX||2005–2006||No-calorie Mountain Dew flavored energy soda which was short-lived, being discontinued one year after entering production in 2005.|
|Dew Iced||2007–2008||A Mountain Dew flavored smoothie that was available exclusively at Cold Stone Creamery stores in 2007 and 2008.|
|Mountain Dew Game Fuel (slurpee)||August 2007||A red-orange colored, cherry citrus flavored slurpee that is available only at participating 7-11 convenience stores. Like the original version, it was introduced in August 2007 and was used to promote the Xbox 360 game "Halo 3".|||
|Mountain Dew Blue Shock Freeze||2008 – Present||A blueberry Slurpee flavor only available at 7-Eleven stores.|
|Mountain Dew Thin Ice Freeze||2009||A Limited Edition blueberry-flavored Slurpee that was distributed only at 7-Eleven stores.|
|Mountain Dew X-treme||2010 – Present||A Grape-flavored Mountain Dew similar to "Pitch Black". It was released in Kuwait during December 2010 and has so far made its way into Saudi Arabia.|
|Mountain Dew White Out Freeze||2011 – Present||A smooth citrus, limited edition Slurpee flavor only available at 8-Eleven stores.|
|Mountain Dew Coolatta||2011||In 2011, Dunkin' Donuts announced a new Mountain Dew-flavored Coolatta, but it was discontinued later that year.|||
|Mountain Dew Energy||2010 – Present (UK) 2011–present (Ireland) 2013–present (Italy)||A new line of Mountain Dew released in the UK in June 2010, originally in 500ml bottles, but as of February 2011 it has expanded to 440ml cans (Normal and sugar free) and 1 Litre bottles. Mountain Dew Energy was released in Ireland in April 2011. Produced in a lemon and lime flavor, it has a higher caffeine content as Mountain Dew sold in the U.S., at 18 mg per 100ml, versus 91 mg per 20 fl oz in the U.S. version (which is ~15.385 mg per 100ml). The UK version is produced with real sugar instead of high-fructose corn syrup, as with most other soft drinks in the UK. Mountain Dew did initially launch in the UK and Ireland in 1996; however it was discontinued in 1998 due to low sales volumes at that time. The high (compared to regular soft drinks) level of caffeine and sugar gives much the same "boost" as other caffeine-heavy energy drinks, making the drink particularly popular with 16- to 24-year-olds. The drink is produced by Britvic in the UK.|
|AMP Energy — Powered by Mountain Dew (UK)||2013 - Present||In August 2013, PepsiCo. released a citrus-flavored energy drink under the 'AMP' brand in the UK. Rather than being an entirely separate brand as is the case with its North American counterpart — the UK version of AMP Energy was released under the 'Mountain Dew' brand. It contains a higher caffeine content than Mountain Dew Energy at 31 mg/100ml and contains real sugar as is common with other UK soft drinks.|
|Mountain Dew Energy Game Fuel (Halo 4 Edition)
|September 2012 – January 2013 (United Kingdom)||A limited-edition raspberry-citrus flavor released in the United Kingdom to promote the release of Halo 4. Though it shares its colouring of the Bottle with the American cherry-citrus Game Fuel (see table above), it is an entirely different flavour.|
|Sugar Free Mountain Dew Energy||2011 – Present||A sugar-free version of Mountain Dew Energy, sold in the UK. Available in a 440ml can from 2011, or 500ml or 1 Liter bottles since 2013.|
|Adrenaline Mountain Dew||2010 – Present (Poland)
2013 – Present (Norway)
|In August 2010, this new flavor was released to Poland. Much like previous attempts, Adrenaline is marketed as a Mountain Dew energy drink, and contains ingredients such as caffeine, taurine, guarana extract, ginseng, and vitamins B2 and B12. The drink is available in 250ml cans and in 500ml black-tinted bottles (similar to Mountain Dew Energy's green-tinted bottles). The Uk Variant of Adrenaline Mountain dew is called AMP.|
|Mountain Dew Grape||2011 – Present||A deep purple-colored, Grape-flavored Mountain Dew. Since its introduction in mid-2011, it has only been available in Japan exclusively in Pepsi and Boss vending machines. It is only offered in 12 oz (340 g) cans and not available in stores in Japan. Its taste has often been compared to that of Grape flavored Jolly Rancher candies.|
|Mountain Dew Citrus Charge||2012–Present||In March 2012 "Mountain Dew Citrus Charge" was released in Canada. It is essentially a caffeinated version of Mountain Dew, like what is sold in the United States, with a slightly lower caffeine content of 51 mg per serving. In March 2010, the ban was lifted on synthetic caffeine in non-cola beverages in Canada, which paved the way for the introduction of this addition to the Mountain Dew lineup.|
|Mountain Dew Energised||2012–Present||In June 2012, Australia relaunched its Mountain Dew brand and added caffeine to it, like Canada's relaunch only a few months prior. It was first introduced to Australian KFC restaurants, and then spread to markets and convenient stores.|
|Mountain Dew Passionfruit Frenzy||2012–Present||Passionfruit Frenzy is an upcoming Mountain Dew flavor variant released in New Zealand on 15 October 2012. Mountain Dew Passionfruit Frenzy is a passion fruit-flavored drink, and will be golden-green in color.|
In popular culture
- Comedian and musician Stephen Lynch referenced Mountain Dew in his 2003 song "D & D."
- Singer and songwriter Lana Del Rey sings about Diet Mountain Dew in her 2012 song "Diet Mountain Dew", from her début album Born to Die.
- The South Park episode "I Should Have Never Gone Ziplining" refers to Mountain Dew and its high level of sugar and caffeine.
- Homer Simpson opts to purchase "Crab Juice" instead of Mountain Dew in "The City of New York vs. Homer Simpson" during season 9 of The Simpsons. There are other references to the drink in The Simpsons, some of which depict a dislike for the drink.
- Christian rapper KJ-52 raps about getting help for addiction to Mountain Dew in the song "Gimme Dat".
- Jonathan Coulton referenced Mountain Dew in his song "Code Monkey".
- Texas Ranger, youngest son of Ricky Bobby in the movie Talladega Nights: The Ballad of Ricky Bobby, says he is "All jacked up on Mountain Dew" on the "Baby Jesus Prayer" scene referring to its high level of caffeine and the popularity of the drink in the south.
- In the 2006 film Idiocracy, the President of the United States is named Dwayne Elizondo Mountain Dew Herbert Camacho, played by Terry Crews. This name reflects the degree to which commercialism has grown in the time period in which the movie is set.
Killing the Mountain Dew Killer
In 1996, Coca-Cola began production of a fully loaded citrus soda called Surge (prototype name "MDK" or "Mountain Dew Killer") that was set to compete with Pepsi's Mountain Dew. Sales were very high during the first few years of release, but began to slip. This led to the discontinuation of Surge soda in 2003. This was due to many reasons including the fact that schools had banned it and parents didn't buy it for their kids because it was touted as having too much caffeine and sugar. In December 2011, a community page on Facebook called "Surge Movement" was also created to bring back the soda.
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- officially stylized as DEWmocracy
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|url=missing title (help). Retrieved 27 January 2011.
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- [dead link]
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- [dead link]
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|1968 Mountain Dew advert from the South African Springbok Radio preservation society (in Afrikaans).|
- Media related to Mountain Dew at Wikimedia Commons
- Official website
- Official UK website
- Mountain Dew Baja Blast official website
- Official DEWmocracy website