|Type||Citrus soft drink|
|Country of origin||United States|
Mountain Dew (stylized as Mtn Dew) 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. A revised formula was created by Bill Bridgforth in 1958. The rights to this formula were obtained by the Tip Corporation of Marion, Virginia. William H. "Bill" Jones of the Tip Corporation further refined the formula, launching that version of Mountain Dew in 1961. In August 1964, the Mountain Dew brand and production rights were acquired from Tip by the Pepsi-Cola company, and the distribution expanded across the United States and Canada.
Between the 1940s and 1980s there was one variety of Mountain Dew, which was citrus-flavored and caffeinated in most markets. Diet Mountain Dew was introduced in 1988, followed by Mountain Dew Red, which was introduced and discontinued in 1988. 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 extended to the UK in 1996, but was phased out in 1998. A similarly named but different-tasting product has been sold in the UK under the name "Mountain Dew Energy" since 2010 and in Ireland since the spring of 2011. The product was renamed in 2014 to simply 'Mountain Dew'. As of 2017, Mountain Dew represented a 6.6% share of the carbonated soft drinks market in the US. Its competition includes The Coca-Cola Company's Mello Yello and Surge, and Dr Pepper Snapple Group's Sun Drop; Mountain Dew accounts for 80% 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
- 4.11 Dub the Dew
- 4.12 Puppy Monkey Baby
- 4.13 DEWcision 2016
- 5 Flavors and varieties
- 6 In popular culture
- 7 See also
- 8 References
- 9 External links
Tennessee bottlers Barney and Ally Hartman developed Mountain Dew as a mixer in the 1940s. Soft drinks were sold regionally in the 1930s, and the Hartmans had difficulty in Knoxville obtaining their preferred soda to mix with liquor, preferably whiskey, so the two developed their own. Originally a 19th century generic term for whiskey, especially Highland Scotch whiskey, the Mountain Dew name was trademarked for the soft drink in 1948.
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 by the Tri-Cities Beverage Corporation in Johnson City, Tennessee.
The Hartman brothers also asked Coca-Cola for input on their soda. The Coca-Cola Company refused their offer.
The Tip Corporation of Marion, Virginia bought the rights to Mountain Dew, revising the flavor and launching it in 1961. In 1964, Pepsico purchased the Tip Corporation and thus acquired the rights to Mountain Dew. In 1999, the Virginia legislature recognized Bill Jones and the Town of Marion for their role in the history of Mountain Dew.
"Mountain Dew" was originally Southern and/or Scots/Irish slang for moonshine (i.e., homemade whiskey). 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 (then The Pepsi-Cola Company) acquired the Mountain Dew brand in 1964, and shortly thereafter in 1969 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 then was retired in 1996 when another logo took its place for the next three years. Later updates to the logo were made in 1998 and then again in 2005. In October 2008, the Mountain Dew logo was redesigned to "Mtn Dew" within the U.S. market, as a result of PepsiCo announcing that it would rebrand its core carbonated soft-drink products by early 2009. However, the variant flavors continued to use the previous design until May 2011, when it was announced 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 2011 re-release.
In summer 2010, a secondary type of Mountain Dew bottles began appearing on some US shelves. Designed by 4sight, a design and innovation firm, these bottles featured a sleeker design, smaller packaging labels, and a built-in grip. The bottles were dubbed "Sidekick bottles" and were tested in North Carolina, South Carolina, and Indiana markets.
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, Ethylenediaminetetraacetic acid, 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 "glucose-fructose" (another name for high-fructose corn syrup), and until 2012, it was caffeine-free by default. Brominated vegetable oil, which is found in about 10% of all citrus-flavored soda drinks in the US, is banned in foods throughout Europe and in Japan.
In response to negative publicity around high-fructose corn syrup, 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 8-week production run began in March 2011, before it became a permanent addition to the Mountain Dew flavor line-up.
A 12 US fl oz (355 ml) can of Mountain Dew contains 54 mg of caffeine (equivalent to 152 mg/L).
An urban legend about Mountain Dew ingredients is that dye Yellow #5 (tartrazine) lowers sperm count. Tartrazine has never been scientifically linked to any of the alleged effects in the legends, nor has any other component of the drink. While some studies have shown that among children (with and without ADHD) tartrazine can increase ADHD-like symptoms (see Stevens, Kuczek, Burgess, Hurt & Arnold, 2010), the general consensus is that it does not. It can cause allergic-type sensitivity reactions (e.g. hives and asthma) in a small number of individuals, especially those who also have a sensitivity to aspirin.
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's labeling and ingredients changed, as did the flavor and appeal, according to fans. The Mountain Dew branding was also removed from cans during this change.
Taco Bell's Mountain Dew Baja Blast
Leading up to 2004, Pepsico conducted extensive research to develop a beverage with a taste and color to complement Taco Bell food products. The resulting product was named Mountain Dew Baja Blast, a light blue-green colored, tropical-lime-flavored variety of the popular soft drink. Taco Bell was given a ten-year exclusive rights period during which Baja Blast would not be available in any store or other food outlet, not even to Taco Bell's fellow Yum brand restaurants.
In spring 2014, Mountain Dew began distributing its Baja Blast flavor in standard 12 ounce cans, 20 ounce bottles and 24 ounce cans for sale at supermarkets and retail businesses in the US. The new retail product bore the Taco Bell logo. Taco Bell's chief marketing officer, Chris Brandt, said the exclusive drinks have helped increase the company's beverage sales, even as soda sales have declined in the broader market. He noted that people are more likely to buy drinks when they're available exclusively at the chain. Due to the drink's success, many other new beverages were introduced at Taco Bell including a new Taco Bell exclusive, Mountain Dew Sangrita Blast, a non-alcoholic sangrita flavored Mountain Dew.
Beginning in 2007, Mountain Dew began a promotion entitled "DEWmocracy", which involved the public 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. The event ended on August 17, 2008, with Voltage announced as the winning flavor. It was officially released on December 29, 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 was the wider range of online voting methods, expanding beyond the Dewmocracy website to include Facebook, Twitter, YouTube, and 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 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 July 2011, Mountain Dew Typhoon was re-released briefly in 2-liter form.
In 2007, after using the term "Game Fuel" to market their sodas to the video-gaming subculture, Mountain Dew introduced a new flavor variant (citrus cherry) with the Game Fuel name. 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 stated that two Mountain Dew Game Fuel flavors would be sold in June 2009 and would promote the game. Shortly afterwards, the bottle art was released, and showed that the two flavors would promote different player races in the game. One of the two was exactly the same citrus cherry flavor 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 announced another return of the Game Fuel promotion on their Facebook page. The original citrus-cherry would once again return, along with a new tropical companion flavor. The announcement gave a planned release date of October 2011 and stated that the packaging would feature codes granting players double experience points in Call of Duty's 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 announced through the Facebook page that Game Fuel would be arriving to the public in mid-October, though it would vary by market. These flavors began appearing from the first week of October, and were also 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. In May 2014, the original citrus-cherry Game Fuel began reappearing on shelves, but this time, the soda does not seem to be promoting any video game.
In October 2014, Game Fuel returned with a new lemonade flavor for the promotion of Call of Duty: Advanced Warfare. Unlike past two-variant Game Fuel releases, both drinks sport the same artwork (unlike 2009's Horde Red and Alliance Blue or 2011's citrus cherry and tropical), albeit differing colors to match their respective flavors. After the promotion ended, Citrus Cherry reverted to promotionless packaging while lemonade flavor was permanently removed from shelves.
In October 2015, Game Fuel returned a new companion flavor, Berry Lime, for the promotion of Call of Duty: Black Ops III. After the promotion, Citrus Cherry once again reverted to promotionless packaging, while the Berry Lime flavor remained available as a slurpee.
Images leaked in May 2016 led to speculation that Game Fuel would once again see a new release later in 2016, with a new mango-flavored variant alongside the original citrus-cherry, promoting the game Titanfall 2. Mountain Dew announced the return of Game Fuel and the new flavor, Mango Heat, in September. Then, in October, Game Fuel was released with the Titanfall 2 promotion, with a lower calorie version of the original citrus-cherry variant returning alongside the new Mango Heat.
In 2017, Game Fuel returned with two previously discontinued flavors: Arctic Burst (originally released as a slurpee flavor in 2006 to promote Superman Returns) and Tropical Smash (originally Flavor #736, one of the four prototype flavors for "DEWmocracy II" that lost to Mountain Dew White Out and did not make the final round). As was the case with the 2013 promotion, the two flavors promoted two different Xbox games (Arctic Burst promoted Middle-earth: Shadow of War while Tropical Smash promoted Forza 7). For the first time, Citrus Cherry was not fully part of the promotion, instead promotionless Citrus Cherry was sold with the same white caps with codes under them as the other flavors in the promotion.
Green Label is an online magazine, a partnership between Mountain Dew and Complex Media producing sponsored content covering action sports, music, art and style, housed at Green-Label.com. The site replaces several websites and a YouTube channel that have been overseen by PepsiCo since 2007. The initiative originated in 2013 and will continue through the year.
Green Label Art
Mountain Dew's Green Label promotion originated in 2007, when a line of limited edition aluminum bottles was put into 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 packaging. In June 2010, a contest entitled "Green Label Art: Shop Series" was announced, involving 35 independent skateboard store owners who partnered with local artists to design and submit future can artwork designs. Approximately one million votes were submitted by the conclusion of the contest in October of the same year, with Street Science Skate Shop – a store in Tracy, California – named the winner of a cash prize. This winning can design was scheduled to appear on Mountain Dew cans at some point in 2011.
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 The Announcement. The advertisement concludes with the tagline "Hip Hop is different on the mountain".
Dew Tour/Green Label experience
Sponsorship of action sports athletes has been a part of Mountain Dew marketing 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 events held in five U.S. cities over 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", 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. 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. Green Label Gaming has since come under controversy over a sponsored Game Jam-themed reality show by Matti Leshem.[how?]
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 Crave (originally Flavor #722), Diet Distortion, Diet Typhoon, and Diet White Out. Another flavor, Diet Ultra Violet, was returning from its own limited release in 2009. The remaining competitor was a brand-new Diet flavor created specifically for the promotion - 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 announced that Diet Super Nova had won, with 55% of all votes, and it returned in January 2012. Afterwards, it was removed from shelves permanently after a 12-week release due to poor sales.
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 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 three flavors were re-released to stores on May 2.
At the same time of the DEWmand Promotion, Mountain Dew launched the Throwback Shack, a 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 Mountain Dew website. Mountain Dew later stated 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.
The Dark Knight Rises promotion inspired a permanent 24 oz. version of Mountain Dew.
Dub the Dew
In August 2012, Villa Enterprises held a promotion known as Dub the Dew, where users were asked to submit and vote on name ideas for a green apple flavor of Mountain Dew. The promotion was infamously hijacked by users, particularly those originating from the imageboard 4chan, who submitted and upvoted entries such as "Diabeetus", "Fapple", "Bill Cosby Sweat", "Jimmie Rustle's Jumpin' Juice", and numerous variations of "Gushing Granny". Although the promotion was not directly connected to Mountain Dew, a representative from the company did offer to "help clean up" the site. Adweek compared the incident to another recent campaign hijacked under similar circumstances, where musician Pitbull was sent to perform in Kodiak, Alaska in a Walmart promotion.
Puppy Monkey Baby
On February 7, 2016 for Super Bowl 50, Mountain Dew aired a spot featuring a CGI character dubbed "The puppy monkey baby" (also styled PuppyMonkeyBaby). The promotion has garnered a wide amount of media coverage, both positive and negative. According to iSpot.tv, the spot was rated #1 of all the Super Bowl commercials of the night, having generated 2.2 million online views and 300,000 social media interactions after airing.
The ad features a computer-generated mash-up of three things that the public generally finds to be cute or harmless; a Pug puppy (the head), a monkey (the body and tail), and a dancing baby (the hips and legs). The puppy monkey baby dances with three men who are presumably watching the Super Bowl, offering them Mountain Dew Kickstart, which is similarly described as being a combination of three things (Mountain Dew, juice, and caffeine).
The media response to the advertisement has been mixed to negative. Melissa Cronin of Gawker described it as a "horror-hallucination of brand awareness", while noting the beverage itself contains brominated vegetable oil, a chemical that is banned in several countries. Jim Joseph, chief integrated marketing officer at Cohn & Wolfe, called it "weird".
On April 18, 2016, Mountain Dew announced the return of two popular favorites, Baja Blast and Pitch Black. Fans can vote on which flavor stays permanently on store shelves via the Mountain Dew website. Voting ended on July 9, and, after many delays, Pitch Black was announced the winner on July 18, 2016. Pitch Black continues to be produced and became part of the brand's lineup starting in September.
Flavors and varieties
Following the success of Code Red in 2001, over 40 Mountain Dew flavors have been introduced. This table covers all Mountain Dew flavor variants to date.
|Mountain Dew Soda Flavors||Dates of production||Notes||Picture|
|Mountain Dew||1940–present||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 the 1990s. 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.|
|Mountain Dew Code Red||2001–present (U.S.)
2009–17 (New Zealand)
2013, 2014–present (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%. Versions of Code Red were later released in New Zealand in 2009 (with the cherry flavor changed to berry), in Germany in 2010 and in Canada for DEWmocracy Canada in 2013, where it finished in 2nd place. Code Red was released along with the two other losing flavors from DewMocracy 2013, and won the vote, making it a permanent flavor in Canada.|
|Mountain Dew Live Wire||2003–present (America)
2011–present (New Zealand)
2014–2016 (Philippines post Dewmocracy version)
2016–present (Philippines Dewmocracy version)
|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 product line. It was released in New Zealand in 2011. It was released in Malaysia in 2013 and in both the Philippines and Singapore in 2014.
As of 2016 in the Philippines it became a limited edition flavor for the Dewmocracy lineup despite its status as a permanent flavor in the past.
|Mountain Dew Pitch Black||2004, 2011, 2016–present (America) 2011–12 (New Zealand)
|A dark purple-colored, grape-flavored Mountain Dew released for the 2004 Halloween season. Pitch Black was also re-released in Slurpee form as a limited edition flavor during the 2006 Halloween season. Pitch Black was re-released in soda form in 2011 as a part of the "Back by popular DEWmand" promotion and in 2016 as a part of the "DEWcision" contest where it won over Baja Blast and became a permanent addition in the United States. Also available in fountains at Speedway Gas stations as of 2016. It was released in New Zealand from 2011 to 2012. It was released in Malaysia in 2013 and in both the Philippines and Singapore in 2014.|
|Mountain Dew Baja Blast||2004–present (Springs of 2014, 2015, 2016, 2018, 2019 in Cans/Bottles U.S.)||A sea green, tropical lime-flavored Mountain Dew introduced in 2004, available exclusively as a fountain drink at Taco Bell restaurants. On May 5, 2014, Baja Blast was made available in stores for a limited time by popular demand. In January 2015, information began leaking on the internet about a second store release of Baja Blast, accompanied by the debut in-store release of Sangrita Blast. On April 19, Baja Blast and Sangrita Blast were made available in stores for a limited time. In 2018, Baja Blast was made available in Canada in some Taco Bell Stores. On April 18, 2016, The flavor was re-released for the "DEWcision" contest for a limited time where it lost to Pitch Black at the end of the contest.|
|Mountain Dew Game Fuel (Citrus Cherry)||2007, 2009, 2011, 2012, 2013, 2014–present||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. This flavor has had a limited return to shelves in 2009, 2011, 2012, 2013, 2014, 2015, 2016 and 2017 to promote World of Warcraft, Call of Duty: Modern Warfare 3, Halo 4, Dead Rising 3, Call of Duty: Advanced Warfare, Call of Duty: Black Ops III and Titanfall 2 respectively, each time with redesigned packaging to promote its associated video game. Additionally, it is sold in 16 oz. bottles on Amazon.com. Its taste has been compared to "LiveWire", "Code Red" and the energy drink AMP Overdrive. From 2017 until early 2018 it was seen in Arbys restaurant fountains across America.|
|Mountain Dew Voltage||2008–present (America)
2011–14 (New Zealand)
|A deep blue-colored, raspberry-citrus-flavored Mountain Dew with ginseng. 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 the winner with 42% of all votes on 17 August 2008. It was 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 flavour."
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 Throwback||2009–present||A variation of Mountain Dew in the U.S. containing 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 eight weeks, before it became a permanent addition.|
|Mountain Dew White Out||2010–present (U.S.) 2012–present (Japan) 2013 and 2014 (Canada)
2014 (New Zealand)
|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 White Out won the campaign with 44% of the votes. It became a permanent flavor and was officially for sale on 4 October 2010 . It 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. Along with Supernova and Code Red, White Out was released for Back By Popular DEWmand 2014 in Canada.|
|Mountain Dew Electric Apple||2012–present||This flavor was introduced exclusively at Villa Pizza restaurants as part of their "Dub the Dew" promotion. Following a hacker attack on their website, it was simply named "Apple Mountain Dew." In 2014, it was renamed "Mountain Dew Electric Apple" and joined by a companion flavor, Extreme Pomegranate.|
|Mountain Dew Solar Flare||2014–present||A tropical punch-flavored soda. Its color is red-orange. Solar Flare is a new flavor variant that is only available at fountain machines at 7-Eleven locations. It appears that Solar Flare became region-specific in 2016, as many areas across the U.S. began noticing that it was pulled from many 7-Elevens.|
|Mountain Dew Black Label||Pre-released at Colleges and Universities starting September 2015 - Officially released March 2016–present.||Mountain Dew Black Label is a Mountain Dew flavor variant that was released in 16 oz. cans in 2015 to coincide with the "Deeper, Darker Dew" promotion. It will be a Crafted Dark Berry-flavored soda, and its color is a reddish magenta.|
|Mountain Dew White Label||Pre-released at Colleges and Universities starting January 2017, Officially released March 2017–present.||"Mountain Dew White Label is a pineapple grapefruit flavored soda. It sold in 16 oz cans similar to that of Black Label and Green Label, and is described as "Mysteriously Exotic Dew"".|
|Mountain Dew Spiked Lemonade||2017–present||Mountain Dew Spiked Lemonade is a non-alcoholic "original" lemonade flavored soda described as being "spiked with thirst quenching prickly pear cactus juice" It claims to have been created with "no artificial sweeteners" and "real fruit juice" Mountain Dew Spiked is currently under two designs. One design features "Spiked" under the Mountain Dew logo while another design features "Extra" under the Mountain Dew logo. It seems as if the "Extra" logo will be used in Canada while "Spiked" for the American version. In June 2017, Sangrita Blast was replaced in Taco Bell restaurants with Mountain Dew Spiked Lemonade. In early 2018, both Spiked variants were discontinued due to low sales, making this flavor now exclusive to Taco Bell.|
|Mountain Dew Kickstart Orange Citrus||2013–present||An orange-flavored soda that was released on February 25, 2013. The drink is advertised to have caffeine and electrolytes to provide energy for the morning. As of March 26, 2015, this flavor of Kickstart also is available as a fountain drink at Taco Bell locations. Mountain Dew Kickstart Orange Citrus appeared in Australian stores in April 2017. On September 1, it was announced that Kickstart (Orange Citrus) would be discontinued both due to poor sales and to make way for Mountain Dew Ice (Cherry).|
|Mountain Dew Kickstart Fruit Punch||2013–present||A fruit-flavored soda that was released on February 25, 2013. The drink is advertised to have caffeine and electrolytes to provide energy for the morning.|
|Mountain Dew Kickstart Black Cherry||2014–present||A Black-Cherry flavored soda that was released in January 2014, advertised to contain caffeine and electrolytes to provide energy for the evening. At the beginning of March 2014, select Taco Bell locations began offering "Mountain Dew Kickstart Freeze", which was a slushee version of the Black Cherry Mountain Dew Kickstart flavor. It replaced the Distortion Freeze (see table above) but was discontinued at the beginning of October 2014 and was replaced with the Starburst Strawberry Freeze.|
|Mountain Dew Kickstart Pineapple Orange Mango||2015–present||This is a combination of Pineapple, Orange, and Mango flavors, and will be Golden in color. It also contains Coconut Water.|
|Mountain Dew Kickstart Blood Orange||2016–present||Mountain Dew Kickstart Blood Orange is a flavor of Mountain Dew Kickstart that came out in early 2016. It contains Antioxidants - Vitamins C and E.|
|Mountain Dew Kickstart Watermelon||2016–present||A red-orange colored, Watermelon flavor Mountain Dew. It also contains Coconut Water.|
|Mountain Dew Kickstart Blueberry Pomegranate||2016–present||Mountain Dew Kickstart Blueberry Pomegranate is a flavor of Mountain Dew Kickstart that will came out in early 2016. It contains Antioxidants - Vitamins C and E.|
|Mountain Dew Kickstart Midnight Grape||2016–present (America), 2017–present (Australia)||Mountain Dew Kickstart Midnight Grape is a flavor of Kickstart that came out in 2016. It contains 5% juice.|
|Mountain Dew Kickstart Raspberry Citrus||2017–present||Mountain Dew Kickstart Raspberry Citrus came out the first quarter of 2017, and contains coconut water.|
|Mountain Dew Kickstart Mango Lime||2017–present||Mountain Dew Kickstart Mango Lime came out the first quarter of 2017, and contains 5% Juice.|
|Mountain Dew Ice||2017–present||An clear-colored lemon lime flavored soda. It is a very similar to Storm.|
|Mountain Dew Kickstart Original||2018–present||Mountain Dew Kickstart Original Dew will be released in early 2018 alongside a diet version, and will have the flavor of original Mountain Dew.|
|Mountain Dew Kickstart Ultra||2018–present||Mountain Dew Kickstart Ultra will be released in early 2018 as the diet version of Kickstart Original Dew, and will have the flavor of original Mountain Dew.|
|Mountain Dew Merry Mash-Up||2018–present||Mountain Dew Merry Mash-Up is cranberry pomegranate flavored and has been rolled out throughout the holiday season.|
|Dates of production||Notes|
|Caffeine-Free Diet Mountain Dew||1989–present||A no-calorie, non-caffeinated Mountain Dew. Available in limited locations in the United States.|
|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 Cherry||2010, 2013–present||A red colored, cherry flavor Mountain Dew. It was initially test marketed for a brief time in selected locations on Pepsi's Fusion fountain machine (designed to compete with Coca-Cola's Freestyle machine). It is currently available in select Pizza Hut locations in the United States.|
|Mountain Dew Goji Citrus Strawberry||1980s, 2017–present||A goji berry, strawberry, and citrus flavored, pink-violet colored Mountain Dew that was released In Japan during the 1980s. It was previously released in Japan during the 1980's under the name "Mountain Dew Aurora", then rereleased in 2017 exclusively at select convenience stores in United States as "Mountain Dew Goji Citrus Strawberry".|
|Dates of production||Notes|
|Mountain Dew Golden Lime||1980s||A Lime Flavored Mountain Dew released In Japan during the 1980s.|
|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. A zero-calorie version was also released, and both were discontinued in the same year.|
|Mountain Dew Sport||1989–91||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.|
|Mountain Dew Dry Ginger||1990s||A Ginger Flavored Mountain Dew released In Japan during the 1990s.|
|Dew Fuel||2002–07||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. A sugar-free version was also made, which was essentially a caffeinated version of Diet Mountain Dew sold in Canada. In early 2007, Pepsi-QTG Canada cited that Dew Fuel is out of production.|
|Mountain Dew Citrus Smooth||2003–06||A Canadian variation of Mountain Dew, using a similar formula. This flavor was introduced in 2003. Its production was discontinued in 2006, when Mountain Dew in Canada received a matching design as its US counterpart.|
|Darth Dew||2005||A limited production tangy grape 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 Pitch Black II||2005||The "sequel" flavor to Pitch Black, released a year later from the original for the 2005 Halloween season. This too was a grape flavor but was different from the original Pitch Black flavor as it was a sour grape flavor. The tagline was "Back with a sour bite."|
|Mountain Dew MDX||2005–07||A Mountain Dew-flavored energy soda introduced in 2005 in 14-US-fluid-ounce (410 ml) bottles. In 2006, its packaging was changed to 20-US-fluid-ounce (590 ml) bottles. Its production was discontinued in 2007.|
|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 was green in color and had a tropical, mango taste.|
|Dew Iced||2007–08||A Mountain Dew-flavored smoothie that was available exclusively at Cold Stone Creamery stores in 2007 and 2008.|
|Mountain Dew Max Air||2007, 2014||A Mountain Dew variant that was released In Japan in 2007. The drink used a different formula than normal Mountain Dew and was carbonated more. in 2014, the flavor was quietly re-released in 600ml bottles for a limited time.|
|Mountain Dew Max Air 2||2008||A Mountain Dew variant that was released In Japan in 2008. The drink was carbonated more than the first Max Air, but used less flavoring.|
|Mountain Dew Revolution||2008||A sky blue-colored, wild berry fruit-flavored Mountain Dew with ginseng. One of the three "candidate flavor" finalists for DEWmocracy's "People's Dew" national vote. Revolution held the highest number of votes until the end of the promotion, when it dropped to 3rd place and lost to Mountain Dew Voltage. In 2011, the "Mountain Dew Throwback Shack" offered a prize of "A Hidden Stash of Dew" which was 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.|
|Mountain Dew Supernova||2008, 2011 (America) 2012–present (Finland), 2013 and 2014 (Canada) 2016–present (Denmark)||A magenta-colored, strawberry and melon (raspberry and lemon in Finland and Denmark) 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 fewest votes until the end, when it finished 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 was 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. In 2014, it was released again in Canada for Back By Popular DEWmand Canada, along with the two other losing flavors of DEWmocracy 2013 in Canada.|
|Mountain Dew Game Fuel "Alliance Blue"||2009||A blue violet-colored, wild fruit punch-flavored Mountain Dew flavor released alongside "Mountain Dew Game Fuel Horde Red" (Citrus Cherry Game Fuel) for a 10-week period in 2009. Like Horde Red, Alliance Blue was a promotional flavor for 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 Thin Ice Freeze||2009–16||A blueberry-flavored Slurpee that was sold at 7-Eleven stores. It was discontinued in 2016 and is no longer listed as a flavor on their official website.|
|Mountain Dew Max Air 3||2009||A Mountain Dew variant that was released In Japan in 2009 and was the last in the Max Air series. It used the strong favor from the first, and the strong carbonation from the second.|
|Mountain Dew Cherry Fusion||2009–10||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 Flavor #286||2009||A yellow colored, Pineapple flavored Mountain Dew. One of the seven semifinalist flavors of the second "DEWmocracy: Collective Intelligence" promotion but it lost.|
|Mountain Dew Flavor #648||2009||A red-orange colored, Watermelon flavor Mountain Dew. One of the seven semifinalist flavors of the second "DEWmocracy: Collective Intelligence" promotion but it lost.|
|Mountain Dew Distortion||2010
|A deep green-colored, lime-flavored Mountain Dew. Part of the second "DEWmocracy: Collective Intelligence" promotion. It lost to Mountain Dew White Out and came in 3rd place with only 16% 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. Beginning on September 26, 2013, select Taco Bell locations began offering "Mountain Dew Distortion Freeze", which was a slushee version of the Mountain Dew Distortion flavor available during 2010. It was discontinued at the beginning of March 2014 and was replaced with the Kickstart Freeze.|
|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. Beginning on September 26, 2013, select Taco Bell locations began offering "Mountain Dew Typhoon Freeze", which is a slushee version of the Mountain Dew Typhoon flavor available during 2010 and 2011. It was discontinued at the beginning of June 2014 and was replaced with the Dr. Pepper Vanilla Float Freeze.|
|Mountain Dew Grape||2010 (United States), 2011–13 (Japan)||A deep purple-colored, Grape-flavored Mountain Dew. It was initially test marketed for a brief time in selected in selected locations on Pepsi's Fusion fountain machine (designed to compete with Coca-Cola's Freestyle machine). Later, on May 24, 2011, it was released in Japan and was only available in Japan for a limited time exclusively in Pepsi and Boss vending machines. It was 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 Lemon||2010||A yellow colored, Lemon flavor Mountain Dew. It was initially test marketed for a brief time in selected in selected locations on Pepsi's Fusion fountain machine (designed to compete with Coca-Cola's Freestyle machine).|
|Mountain Dew Lime||2010||A green colored, Lime flavor Mountain Dew. It was initially test marketed for a brief time in selected in selected locations on Pepsi's Fusion fountain machine (designed to compete with Coca-Cola's Freestyle machine).|
|Mountain Dew Wild Berry||2010||A violet colored, berry flavor Mountain Dew. It was initially test marketed for a brief time in selected in selected locations on Pepsi's Fusion fountain machine (designed to compete with Coca-Cola's Freestyle machine).|
|Mountain Dew Orange||2010||An orange colored, orange flavor Mountain Dew. It was initially test marketed for a brief time in selected in selected locations on Pepsi's Fusion fountain machine (designed to compete with Coca-Cola's Freestyle machine).|
|Mountain Dew Strawberry||2010||A magenta colored, strawberry flavor Mountain Dew. It was initially test marketed for a brief time in selected in selected locations on Pepsi's Fusion fountain machine (designed to compete with Coca-Cola's Freestyle machine).|
|Mountain Dew Raspberry||2010||A violet colored, raspberry flavor Mountain Dew. It was initially test marketed for a brief time in selected in selected locations on Pepsi's Fusion fountain machine (designed to compete with Coca-Cola's Freestyle machine).|
|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.|
|Diet Mountain Dew Crave||2009, 2011||A light green-colored, sweet and sour apple-flavored Diet Mountain Dew. It was originally one of the seven semifinalist flavors of the second "DEWmocracy: Collective Intelligence" promotion and had the number #722, but it lost and did not make the final round. It was later released as part of "FanDEWmonium" promotion series of flavors under the name "Crave" but it lost to Diet Mountain Dew Supernova, coming in seventh place and once again not making it to the final round.|
|Diet Mountain Dew Voltage||2011||A raspberry citrus-flavored Diet Mountain Dew, which also contains a "shot of ginseng". This flavor was one of the "FanDEWmonium" promotion series of flavors 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.|
|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 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 became a permanent addition to the Diet Mountain Dew flavor line-up. It returned for a 12-week limited release in February but was removed from shelves permanently after 12 weeks due to poor sales.|
|Mountain Dew Coolatta||2011||In 2011, Dunkin' Donuts announced a new Mountain Dew-flavored Coolatta, but it was discontinued later that year.|||
|Mountain Dew Game Fuel Tropical||2011||A dark green-colored, Tropical-flavored Mountain Dew flavor to coincide with the release of Call of Duty: Modern Warfare 3. Like its counterpart, its concept was leaked in early August 2011 by means of an eBay auction, was announced on Mountain Dew's Facebook page on 24 August 2011 and was released to U.S. stores on 10 October that year. It 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 Citrus Charge||2012–17||In March 2012 "Mountain Dew Citrus Charge" was released in Canada. (In March 2010, the ban was lifted on synthetic caffeine in non-cola beverages in Canada.) It is essentially a caffeinated version of Canadian Mountain Dew, like the US version of Mountain Dew, with a slightly lower caffeine content of 51 mg per serving. In early 2017, Mountain Dew in Canada was rebranded once again, this time receiving matching packaging to that of its American counterpart.|
|Mountain Dew A.M.||2012||This flavor was introduced exclusively at select Taco Bell locations as a part of their new breakfast menu. It is simply a mixture of the original Mountain Dew flavor and Tropicana Orange Juice (both Pepsi products), and is greenish-orange in color.|
|Mountain Dew Dark Berry||2012 (U.S., Iceland, Denmark and Philippines) 2012–2016 (Romania)||A limited-edition mixed-berry-flavored Mountain Dew that coincided 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 announced by the Mountain Dew Facebook page. Its 8-week release period began on 18 June.|
|Mountain Dew Johnson City Gold||2012–13||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 featured a malt flavor with a kick of lemon-lime. Mountain Dew promised a return after 2013 after "Dew Fans" voted for names with 6 different kinds of cans for certain regions of the United States, named Liberty Malt, Southern Gold, Rusted Malt, Gold Mountain Malt, Great Plains Gold & Miner's Malt. As of late 2015, there is no word when it will be released to the public.|
|Mountain Dew Energy Game Fuel||September 2012–January 2013 and September 2013–January 2014||A limited-edition raspberry-citrus flavor released in the United Kingdom to promote the release of Halo 4 in 2012 and the Xbox One in 2013. Though it has a similar-colored bottle as the American cherry-citrus Game Fuel (see table above), it is an entirely different flavour.|
|AMP Energy — Powered by Mountain Dew (UK)||2013–17||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 British soft drinks. In 2017, the U.K. Mountain Dew Twitter page responded to a user, saying they have discontinued AMP in order to focus on their Citrus Blast flavor.|
|Mountain Dew Cold Fusion||2013–16||A Cherry-lime flavored Slurpee that was released in most US Convenience Stores, including Sheetz. It was discontinued in 2016 and is no longer listed as a flavor on their official website.|
|Mountain Dew Game Fuel Electrifying Berry||2013–14||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 Sangrita Blast||2013–17 (2015 in cans and bottles )||A dark red, cherry and pomegranate-flavored Mountain Dew introduced in 2013, available exclusively as a fountain drink at Taco Bell restaurants. In January 2015, information began leaking on the internet about a second store release of Baja Blast, accompanied by the debut in-store release of Sangrita Blast. On April 19 of that year, Baja Blast and Sangrita Blast appeared on shelves for a limited time run. At the beginning of May 2015, select Taco Bell locations began offering "Mountain Dew Sangrita Blast Freeze", which was a slushee version of the Mountain Dew Sangrita Blast flavor. It was discontinued at the beginning of September 2015 and was replaced with the Starburst Cherry Freeze. Mountain Dew Sangrita Blast itself was discontinued in early 2017 and replaced with Mountain Dew Spiked Lemonade.|
|Mountain Dew Kickstart Limeade||2014–2017 (America), 2017–present (Australia)||A Lime flavored soda that was released in January 2014, advertised to contain caffeine and electrolytes to provide energy for the evening. When Mountain Dew Kickstarts Raspberry Citrus and Mango Lime were released first quarter 2017, it was announced Mountain Dew Kickstart Limeade & Strawberry Kiwi would be the first two Kickstart to be discontinued. However, it later appeared in Australian stores in April 2017, making it now exclusive to Australia.|
|Mountain Dew Energised Code Red||2014||A Berry-flavored variant of Mountain Dew Energised that was released in Australia, it was available from April to September of that year.|
|Mountain Dew Extreme Pomegranate||2014–15||This flavor was available exclusively at Villa Pizza restaurants for a short time as a companion flavor to Mountain Dew Electric Apple.|
|Mountain Dew Game Fuel Lemonade||2014–15||A yellow-colored, Lemonade-flavored Mountain Dew introduced on October 6, 2014 to promote Call Of Duty: Advanced Warfare.|
|Mountain Dew Lemonade & Ginger (Vault Flavor 1)||2014||Lemonade and Ginger was a Mountain Dew flavor that was taste tested on college campuses alongside Dewitos.|
|Mountain Dew Dewitos (Vault Flavor 2)||2014||In late 2014, Mountain Dew were reported to be testing a Doritos flavored Mountain Dew on US college campuses.|
|Mountain Dew Kickstart Strawberry Kiwi||2015–17||This is a strawberry kiwi flavored soda, and will have a bright red-orange color. It also contains Coconut Water. When Mountain Dew Kickstarts Raspberry Citrus and Mango Lime were released first quarter 2017, it was announced Mountain Dew Kickstart Limeade & Strawberry Kiwi would be the first two Kickstart to be discontinued|
|Mountain Dew Dewshine||2015–17||Dewshine is a citrus flavored soda, and is clear in color. It is made of real sugar, similar to that of Throwback. Similar to another flavor, Johnson City Gold, Dewshine is non-alcoholic, despite the name being a portmanteau of the highly alcoholic beverage "moonshine" and Mountain Dew. At this time, Dewshine is only available in glass bottles. There is no word on any future can, 2-liter, or on-tap fountain releases. Originally Dewshine was only in the 12 oz. bottles made out of glass but has now been but in limited edition Dewshine 25 oz. jugs only on Amazon.com|
|Mountain Dew Game Fuel Berry Lime||October 2015–16||Game Fuel (Berry Lime) is dark blue/green in color and, as its name indicates, was a Berry-Lime-flavored drink. It debuted in October 2015 to promote Call Of Duty: Black Ops III.|
|Mountain Dew Kickstart Orange Cranberry||2015||Orange Cranberry was tested alongside Midnight Grape, though never released.|
|Mountain Dew Game Fuel Mango Heat||October 2016-17||Game Fuel (Mango Heat) was a mango flavored drink, with a weak ginger finish and was light orange in color.|
|Mountain Dew Green Label||2017–18||"Mountain Dew Green Label is a Mountain Dew flavor released in March 2017. It has a Crafted Apple Kiwi flavor. and its can describes it as a "Curiously Daring Dew". The flavor's tagline is "DEW with crafted green apple kiwi". Along with the Spiked variants, Green Label was discontinued in early 2018, presumably due to low sales.|
|Mountain Dew Spiked Raspberry Lemonade||2017–18||Mountain Dew Spiked Raspberry Lemonade is a non-alcoholic "original" raspberry lemonade flavored soda described as being "spiked with thirst quenching prickly pear cactus juice" It claims to have been created with "no artificial sweeteners" and "real fruit juice" Mountain Dew Spiked is currently under two designs. One design features "Spiked" under the Mountain Dew logo while another design features "Extra" under the Mountain Dew logo. It seems as if the "Extra" logo will be used in Canada while "Spiked" for the American version. In early 2018, both Spiked variants were discontinued due to low sales.|
|Mountain Dew DEW-S-A||2017||Mountain Dew DEW-S-A is a combination of Code Red, White Out and Voltage, with a purple/violet tint, released as a limited edition from May through August 2017. It is advertised as a partnership with Dale Earnhardt Jr.|
|Mountain Dew (Game Fuel) Arctic Burst||2017–18||A Mountain Dew Slurpee flavor available exclusively at 7-Eleven stores as part of a promotion for the theatrical release of Superman Returns. 11 years after its original release, in October 2017, it was rereleased, this time to promote the release of the Middle Earth: Shadow of War. Its companion flavor was Game Fuel (Tropical Smash), another previously discontinued flavor.|
|Mountain Dew Game Fuel Tropical Smash||2009, 2017–18||A golden colored, Tropical flavored Mountain Dew. Originally one of the seven semifinalist flavors of the second "DEWmocracy: Collective Intelligence" promotion and was known as "Flavor 736", but it lost. It was rereleased 8 years later alongside another discontinued flavor, 2006's Arctic Burst, as a Game Fuel flavor, and retitled "Game Fuel Tropical Smash", promoting the video game Forza Motorsport 7.|
|Mountain Dew Holiday Brew||2017–18||Mountain Dew Holiday Brew was released in late 2017, alongside Pepsi Salted Caramel, and had the flavor of original Mountain Dew combined with Mountain Dew Code Red. Holiday Brew refers to the traditional Christmas colors of green and red, such as that of New Mexican chile's green and red.|
|Dates of production||Notes||Picture|
|Mountain Dew Blue Shock||2001–present
2016–present (Philippines Democracy)
|Berry-citrus flavored Mountain Dew. Blue Shock was initially test-marketed in Chicago in can and bottle formats, but sales did not meet expectations so it was released in 2002 in the U.S. exclusively in Slurpee form at 7-Eleven stores. As of 2014, 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. In 2014, as part of the DEWmocracy Malaysia promotion, Blue Shock was released in bottles and cans in Malaysia, joining the regular flavor, Pitch Black, and Live Wire. It was described as "DEW with a Raspberry Citrus flavor."
It also became a limited edition flavor for the Philippines for its own DewMocracy promotion.
|Mountain Dew Electric Charge||2014–present||A Sour lemon flavored Slurpee that was released in most US Convenience Stores, including Sheetz.|
|Mountain Dew Game Fuel Berry Lime Slurpee||2015–present||In 2015, Mountain Dew Game Fuel Berry Lime was only available at 7 elevens in Slurpee form. Despite the regular version of Game Fuel Berry Lime being discontinued, the Slurpee form remains available.|
|Dates of production||Notes||Picture|
|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. The flavor was later released in 2017 in Honduras, with a similar design to Voltage.|
|Mountain Dew Energy/Citrus Blast||2010–present||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 than 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 its low sales. It is produced by Britvic in the UK. In 2014, the "Energy" Wording was removed, so the drink was simply called "Mountain Dew" in the UK. In early 2015, it was once again renamed, this time to "Mountain Dew Citrus Blast." It is still called Mountain Dew Energy in Italy.|
|Adrenaline Mountain Dew||2010–present (Poland)
|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).|
|Mountain Dew Energised||2012–present||In June 2012 Mountain Dew was relaunched in Australia, with caffeine added, like Canada's relaunch a few months earlier. It was first introduced to Australian KFC restaurants, and then spread to markets and convenience stores.|
|Mountain Dew Passionfruit Frenzy||2012–present||Passionfruit Frenzy is a Mountain Dew flavor variant released in New Zealand on 15 October 2012. Mountain Dew Passionfruit Frenzy is a passion fruit-flavored drink, golden-green in color.|
|Mountain Dew Electric Citrus||2015–present||In 2015, Mountain Dew was released in Spain under the name "Mountain Dew Electric Citrus."|
|Mountain Dew Game Fuel (India)||2016–present||On June 9, 2016, a green colored variant of Mountain Dew Game Fuel was launched in India.|
In popular culture
The tune "Good Old Mountain Dew" has been recorded and covered by artists like The Stanley Brothers, Grandpa Jones and Willie Nelson. In its original bluegrass context, "Mountain Dew" refers to moonshine.
After PepsiCo bought the soft drink Mountain Dew in 1964, they commissioned a set of advertisements featuring a "Good Old Mountain Dew"-based jingle and the drink's hillbilly mascot. The last song of the 2003 album It's Pronounced Five Two by Christian rapper KJ-52 titled "Gimme Dat" is a narrative about the singer attending MDA (Mountain Dew Anonymous) and telling about how he is addicted to the soft drink.
In the musical Be More Chill, green Mountain Dew activates the Squip, a tiny super computer in a pill that tells the user what to do, in order to help them achieve their goals. Mountain Dew Red shuts them off. In the musical it is said that this is the reason for Mountain Dew Red being discontinued.
- Mason, Doug (16 September 2007). "Drinking in History". Knoxville News Sentinel. Archived from the original on 10 October 2014.
- Maddry, Larry (6 August 1994). "Reprinted Article: Soft drink finally gets its Dew from small Virginia town". Virginian Pilot. Norfolk, VA. Archived from the original on 5 February 2016. Retrieved 23 December 2014.
- Elledge, Glenna (27 July 1994). "Reprinted Article: Town of Marion recognizes 'Home of Mountain Dew". Smyth County News. Marion, VA. Archived from the original on 5 February 2016. Retrieved 23 December 2014 – via Michael "Fred" Fredericks's Web Site.
- Collins, Glenn (16 December 1996). "Coca-Cola, in Direct Attack on Pepsi, to Introduce Challenger to Mountain Dew". The New York Times. Retrieved 12 January 2011.
- Smith, Andrew (2006). Encyclopedia of junk food and fast food. Westport, Conn: Greenwood Press. p. 188. ISBN 0-313-33527-3.
- Bridgforth, Dick (2007). Mountain Dew: The History (4 ed.). BookSurge Publishing. ISBN 1-4196-6087-X. Retrieved 30 January 2011.
- Kimberley, Sara (18 May 2010). "Mountain Dew returns (to UK) with social media push". Brand Republic (U.K.). Retrieved 27 January 2011.
- "Market share of the Mountain Dew brand in the United States from 2004 to 2017". Statista. 26 March 2019.
- "Branded Entertainment Could Boost PepsiCo". Seeking Alpha. 23 June 2010. Retrieved 21 January 2011.
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