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sex
==Ingredients==
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 [[Tartrazine|yellow 5]].”<ref name=dewingredientlist>{{cite web|title=Pepsi Product Facts - Mountain Dew Ingredient List|url=http://pepsiproductfacts.com/infobyproduct.php?prod_size=20&brand_fam_id=1049&brand_id=1000&product=Mountain+Dew&prod_type=1026|publisher=PepsiCo, Inc.|accessdate=27 January 2011}}</ref> The ingredient makeup of Mountain Dew varies based on the country of production. For example, in [[Canada]], the sweetener listed is "fructose/sucrose" and is caffeine-free by default.<ref name=dewcanadaingred>{{cite news|last=Tanner|first=Steve|title=Mountain Dew Throwback (December 2009 Rerelease)|url=http://www.bevreview.com/2010/01/07/mountain-dew-throwback-december-2009-rerelease/|accessdate=28 January 2011|newspaper=BevReview|date=7 January 2010}}</ref>

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.<ref name=hfcs>{{cite news|last=Engber|first=Daniel|title=The decline and fall of high-fructose corn syrup|url=http://www.slate.com/id/2216796/|accessdate=27 January 2011|newspaper=Slate|date=28 April 2009}}</ref> 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<ref name="throwback2nd">{{cite news|url=http://www.bevreview.com/2010/01/07/mountain-dew-throwback-december-2009-rerelease/|title=Mountain Dew Throwback » December 2009 Rerelease|last=Tanner|first=Steve|date=7 January 2010|work=BevReview|accessdate=1 February 2011}}</ref> and a 3rd wave in Summer/Fall 2010.<ref name="throwback3rd">{{cite news|url=http://www.bevreview.com/2010/06/16/throwback-thirds-pepsi-dew-throwback-to-return-for-3rd-run-in-august-for-5-weeks/|title=Pepsi, Dew Throwback to return for 3rd run in August for 5 weeks|last=Tanner|first=Steve|date=16 June 2010|work=BevReview|accessdate=1 February 2011}}</ref> A 4th limited production run is scheduled to begin in March 2011, lasting for a total of eight weeks.<ref name=limitedreleasestatus>{{cite news|last=Tanner|first=Steve|title=Pepsi, Dew Throwback return in 2011 for 4th limited run, perhaps extended beyond 8 weeks|url=http://www.bevreview.com/2011/01/07/pepsi-dew-throwback-return-in-2011-for-4th-limited-run-perhaps-extended-beyond-8-weeks/|accessdate=27 January 2011|newspaper=BevReview|date=7 January 2011}}</ref>

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.<ref name=dewsp>{{cite news|last=Mayer|first=Heather|title=Fact or Myth: Mountain Dew lowers sperm count|url=http://www.dailyorange.com/2.8656/fact-or-myth-mountain-dew-lowers-sperm-count-1.1234394|accessdate=27 January 2011|newspaper=The Daily Orange (Syracuse, NY)|date=6 March 2007}}</ref> Both myths are typically attributed to the dye Yellow #5 ([[tartrazine]]). Yellow #5 has never been scientifically linked to any of the alleged effects in the legends; nor has any other component of the drink. Thus, there is no evidence that Mountain Dew is any more hazardous (or beneficial) to health than other caffeinated, sugar-sweetened soft drinks, provided one is not allergic to Yellow #5.<ref name=dewyellow5>{{cite news|last=Pelisek|first=Christine|title=Offbeat: Mr. Happy Does the Dew|accessdate=27 January 2011|newspaper=Los Angeles Weekly News|date=19 April 2000|url=http://laweekly.com/news/offbeat/mr-happy-does-the-dew/11480/ |archiveurl = http://web.archive.org/web/20071016184218/http://laweekly.com/news/offbeat/mr-happy-does-the-dew/11480/ |archivedate = 16 October 2007}}</ref>


==Promotions==
==Promotions==

Revision as of 18:24, 24 May 2011

For the songs with 'Mountain Dew' in the title, see The Rare Old Mountain Dew or Good Old Mountain Dew.
Mountain Dew
TypeCitrus soft drink
ManufacturerPepsiCo
Country of origin  United States
Introduced1948
ColorGreen, Blue, Red, Orange, Purple, White, and Black
FlavorCitrus lemon
VariantsRegular
Diet
Caffeine Free
Caffeine Free Diet
Throwback
Code Red
Diet Code Red
LiveWire
Baja Blast
White Out
Energy (UK & Ireland Only);
Pitch Black
Supernova
Diet Supernova
Voltage
Diet Voltage
Related productsVault
Mello Yello
Websitemountaindew.com

Mountain Dew is a citrus-flavored carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in the 1940s by two Tennessee beverage bottlers, Barney and Ally Hartman, and was first marketed in Marion, VA, Knoxville and Johnson City, Tennessee. A revised formula was created by Bill Bridgforth in 1958. The Mountain Dew brand and production rights were acquired by PepsiCo in 1964, at which point its distribution expanded more widely across the United States.[1]

Between the 1940s and 1980s, Mountain Dew consisted of a single citrus-flavored version. Diet Mountain Dew was introduced in 1988,[2] followed by Mountain Dew Red which was introduced - and discontinued - in 1988.[3] 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. This product line extension trend has continued in the 2000s, with expansion into specialty, limited time production, and retailer-specific (Taco Bell, 7-Eleven) variations of Mountain Dew.

Production was first extended to the U.K. in 1996, though this initial debut was short-lived as it was phased out in 1998. The product returned to the U.K. under the name "Mountain Dew Energy" in 2010 and returned to the Republic of Ireland in Spring 2011. [4] As of 2009, Mountain Dew represented a 6.7 percent share of the overall carbonated soft drinks market in the U.S.[5] Its competition includes Vault, Mello Yello, and Sun Drop; Mountain Dew accounts for 80 percent of citrus soft drinks sold within the U.S.[6]

Packaging

The name “Mountain Dew” was first trademarked by Ally and Barney Hartman in the 1940s, who coined the name from a colloquial term for moonshine whiskey. Early bottles and signage carried the reference forward by showing a cartoon-stylized mountaineer. 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.[3]

PepsiCo (then 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, 80s and into the late 1990s. Later updates to the logo were made in 1999 and again in 2005.[3] On October 15, 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.[7] However, the variant flavors continues to use the previous design as of May 2011, "LiveWire", "Voltage", "Code Red", "Caffeine Free", "Diet Caffeine free", and "Baja Blast". The returning flavors "Pitch Black and "Supernova" were given redesigned logos for their re-release. [8][9]

sex

Promotions

DEWmocracy

Original Dewmocracy (2008) flavor finalists: Revolution, Voltage and SuperNova

Beginning in 2007, Mountain Dew began a promotion entitled “DEWmocracy”,[10] which involved fans of the beverage brand electing new flavors, colors, names, packaging graphics and advertisements for upcoming Mountain Dew products.[11] The campaign has been the subject of recognition within the advertising industry,[12] 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.[13] In its initial phase, Dewmocracy participation and voting was conducted via an online game.[14] 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 August 17, 2008, Voltage was announced as the winning flavor. It was released on December 29, 2008.[15] According to Beverage Digest, sales of Dewmocracy flavors totaled 25 million cases in 2008.[16]

Dewmocracy 2 (2010) flavor finalists: White Out, Distortion and Typhoon

Mountain Dew announced the continuation of the Dewmocracy campaign –referred to as “Dewmocracy 2”[17] – 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,[18] and what is referred to as the “Dew Labs Community” – a private, online forum for the “most passionate Dew fans.”[19] 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.[13] 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 Mountain Dew Typhoon (red-orange), a tropical strawberry-pineapple flavor, Mountain Dew White Out (white), described as a smooth citrus flavor, and Mountain Dew Distortion (green), a lime flavor. The three new candidate flavors were released on April 19, 2010 and voting continued until June 14. The following day, White Out was announced as the winner. Mountain Dew White Out was officially released for sale on October 4, 2010. A limited production White Out Slurpee was made available at 7-Eleven beginning in January 2011.[20]

Mountain Dew Marketing Director Brett O'Brien said in an interview that since the first two dewmocracy increased many sales, a third one may occur during the summer of 2012

Green Label

A limited edition bottle featuring Green Label art

Mountain Dew’s Green Label promotion originated in 2007 with “Green Label Art”,[21] which entails individual artists submitting their own Mountain Dew can and bottle designs to be chosen by popular vote for actual production and distribution.[22] The Mountain Dew brand has been featuring limited edition works of art on its bottles and cans since 2007 and as of 2011 this campaign has remained active; however the Green Label concept has since branched out into four specific categories: art, sound (music), sports and gaming.[23]

Beginning in 2007, Mountain Dew put a small line of limited edition aluminum bottles into limited-release production, featuring artwork from a range of tattoo artists and other artists. This initial series marked the first use of the termGreen Label Art to describe the use of artistic works on Mountain Dew product packaging.[24] In June 2010, a contest entitled “Green Label Art: Shop Series” was announced,[25] 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.[26] 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.[27]

In 2008, a Mountain Dew-sponsored music label was launched under the name Green Label Sound.[28] The label releases exclusive singles which it makes available for free download, with the intent of providing a broader exposure to emerging recording artists. Bands involved include Matt & Kim, The Cool Kids and Chromeo, among others. According to Mikey Rocks of The Cool Kids, “Green Label Sound is giving artists like ourselves an opportunity to get to a different scale than we were previously on.”[29] 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”.[30] 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.[31]

2007 Dew Tour BMX in Salt Lake City, Utah

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).[32] 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.[33] 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.[34][35] 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.[36]

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[37] and World of Warcraft.[38] 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.[39] In 2009, Mountain Dew sponsored two prominent gaming events: the Independent Games Festival and the Game Developers Conference.[40][41][42]

Doritos Quest

In 2008, Doritos debuted a mystery flavor known as "Quest," featuring a campaign of online puzzles and prizes to identify the Quest flavor. The flavor was later identified as Mountain Dew.[43]

FanDEWmonium

In October 2010 Mountain Dew announced FanDEWmonium,[44] in which Diet Dew drinkers could go online and fill out a bracket style survey, indicating which top two flavors they would like to see released in stores. Six variant options were previously released flavors brought back in diet form, and two entirely new flavor names were introduced: Mountain Dew Flare (a berry citrus flavor) and Mountain Dew Crave (a sweet and sour apple flavor). The six other competing flavors were Diet Mountain Dew White Out, Voltage, Supernova, Distortion, Typhoon, and Ultraviolet. Except for Ultraviolet (a former limited release flavour), the returning flavours were all previous Dewmocracy competitors. The finalists were Diet Voltage and Diet Supernova. The voting for the top two will begin March 6, 2011, when they are scheduled for release in U.S. stores for a duration of eight weeks.[45] Diet Mountain Dew Supernova is the winner and will now become a permanent Diet Mountain Dew flavor.

On January 7th, Mountain Dew posted on their Facebook that Pitch Black would return to the shelves on May 2011. It stated that this may be the start of many re-releases of old favorites. The Company promoted Pitch Blacks return heavily with giveaways and contests. About a month before the planned release date, a photo was released 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.

Taco Bell's Mountain Dew Baja Blast

For quite some time now, Mountain Dew has offered Taco Bell stores the exclusive right to sell Mountain Dew Baja Blast, a fruity variety of the popular soft drink. It cannot be found anywhere outside of Taco Bell stores, and this gives Taco Bell the privilege of being the only provider of Baja Blast.

Dunkin' Donuts

In April 2011, Dunkin' Donuts announced a new Mountain Dew Coolatta.

Flavors and varieties

Following the success of Code Red in 2001, more than 30 subsequent flavors bearing the Mountain Dew name have been introduced, such as LiveWire, an orange-flavored spin-off, and Pitch Black, a grape-flavored variation that was produced seasonally prior to Halloween.

File:DewFlavorsinCooler.jpg
Eight flavors of Mountain Dew in a grocery store display cooler.
Mountain Dew Soda Flavors
Dates of production Notes Picture
Mountain Dew 1948–Present Original flavor File:MtnDew12ozcanRegUpd.jpg
Caffeine-Free Mountain Dew 1976–Present Non-caffeinated Mountain Dew. Available in various parts of the United States. In Canada and Australia, it is sold as regular Mountain Dew as neither country sell the original Mountain Dew. File:Caffeine free mountain dew.jpg
Diet Mountain Dew 1988–Present No-calorie Mountain Dew introduced in 1988.[2] 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.[46] File:Diet Mountain Dew.jpg
Caffeine-Free Diet Mountain Dew 1989 – Present No-calorie, non-caffeinated Mountain Dew. Available in limited locations in the United States. In Canada it is simply labeled as “Diet Mountain Dew.”[47]
Mountain Dew Red 1988 (discontinued same year) Fruit Mountain Dew. Red was the first Mountain Dew flavor variation. A Diet version was produced as well, also to be discontinued in 1988.
Mountain Dew Sport 1989–1991 Following initial test marketing in 1989, this Mountain Dew-flavored sports drink was released in a limited number of U.S. regions in 1990. It was short-lived, being discontinued in 1991.[48]
Mountain Dew Code Red 2001 – Present 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 percent.[49] File:Mountain Dew Code Red.jpg
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.[50] File:DietMtnDewCodeRed12ozCan.jpg
Mountain Dew LiveWire 2003 – Present An orange-colored, tangerine-flavored Mountain Dew. LiveWire was initially introduced in 2003 as a limited-edition flavor for the summer.[50] In 2005, after two years of limited summer releases, LiveWire became a permanent addition to the Mountain Dew product line.[51] File:Mountain Dew Live Wire.jpg
Mountain Dew Pitch Black 2004, 2011 - present Grape flavored Mountain Dew released for the 2004 Halloween season.[52] Pitch Black was re-released in early May 2011 as a part of the "Back by popular DEWmand" promotion.[53]
Mountain Dew Baja Blast 2004 – Present A tropical lime-pineapple flavored Mountain Dew introduced in 2004, available exclusively as a fountain drink at Taco Bell restaurants. Beverage reviewers have noted a similarity in taste between the Mountain Dew Game Fuel Alliance Blue limited edition flavor and Baja Blast.[54] File:MtnDewBajaBlastCroppedVer.jpg
Mountain Dew Pitch Black II 2005 Sour grape 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.[55]
Mountain Dew Game Fuel 2007 (12 weeks) A limited edition citrus cherry Mountain Dew flavor first released in August 2007 for a total of 12 weeks to promote the release of Halo 3, an Xbox 360 game. The taste of Game Fuel has been compared to the energy drink AMP Overdrive, a drink sold under the Mountain Dew brand name, as well as to Mountain Dew Code Red and Mountain Dew LiveWire.[56] File:GAME FUEL Halo 3.jpg
Mountain Dew Supernova 2008, 2011-Present A magenta colored strawberry-melon flavored Dew with ginseng.[57] One of the three “candidate flavor” finalists for DEWmocracy's “People’s Dew” national vote, it lost to Mountain Dew Voltage. It finished in 2nd place.[58] This flavor will be re-released as a part of the "Back by popular DEWmand" promotion in early May 2011.[53] File:Mountain Dew SuperNova.jpg
Mountain Dew Revolution 2008 A blue and white colored, wild berry fruit flavored Dew with ginseng.[59] One of the three “candidate flavor” finalists for DEWmocracy's “People’s Dew” national vote, it lost to Mountain Dew Voltage, coming in at 3rd place.[58] File:Mountain Dew Revolution Resized.jpg
Mountain Dew Voltage 2008 – Present A deep blue-colored raspberry-citrus and ginseng-flavored Dew. This flavor was one of the three “candidate flavor” finalists for DEWmocracy's first “People’s Dew” national vote. It was released in stores on May 19, 2008 as a limited edition flavor so that people could taste test which flavor they like best before voting.[60] It was announced on August 17, 2008 that Voltage was the final winner; therefore, it became a permanent addition. It was released on December 29, 2008.[58] File:MountainDewVoltagein12ozcan.jpg
Mountain Dew Game Fuel Horde Red 2009 (10 weeks) This limited-release flavor was made available for 10 weeks in 2009 under the name "Mountain Dew Game Fuel Horde Red" in connection with the World of Warcraft video game. Horde Red is the same formula as the first Game Fuel flavor released in 2007; though the name and label design were updated to reflect the World of Warcraft theme.[61] File:Mountain Dew Game Fuel 2009 Horde Red Resized.jpg
Mountain Dew Game Fuel Alliance Blue 2009 (10 weeks) Released alongside Game Fuel Horde Red for a 10-week period in 2009, the labeling on this flavor indicated its composition as "Dew with a Punch of Wild Fruit Flavor". Like Horde Red, Alliance Blue was a promotional flavor for the video game World of Warcraft.[62] File:Mountain Dew Game Fuel 2009.jpg
Diet Mountain Dew Ultra Violet 2009, 2010 A lavender-colored, mixed berry flavored Dew. it was originally available for three months in 2009; branded as zero calorie Dew. It was released on August 3, 2009 at a first taste party in Brooklyn, New York. This flavor returned for the Diet Mountain Dew challenge, but ultimately lost to other diet flavors.[63]
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.[64] 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[65] and a 3rd wave in Summer/Fall 2010.[66] A fourth limited production run began in March 2011, lasting for a total of eight weeks before becoming a permanent addition.[67] File:Mountain Dew Throwback 2010.jpg
Mountain Dew Cherry Fusion 2009 – Present A 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.[68][69]
Mountain Dew White Out 2010–present A white, smooth citrus-flavored Mountain Dew. Part of the second Mountain Dew "DEWmocracy: Collective Intelligence" promotion. White Out had won the campaign, so it became a permanent addition to the Mountain Dew family. It officially released in stores on October 4, 2010, and has been available in slurpee form since January 2011.[70] File:Mountain Dew White Out.jpg
Mountain Dew Typhoon 2010, 2011 A red-orange strawberry-pineapple flavored Dew. Part of the second Mountain Dew "DEWmocracy: Collective Intelligence" promotion. It lost to Mountain Dew White Out and came in 2nd place. It was announced on April 15, 2011 that Typhoon would return in May 2011 as part of the "Back by Popular DEWmand" promotion.[71] File:Mountain Dew Typhoon2.jpg
Mountain Dew Distortion 2010 A neon green-colored, lime flavored Dew. Part of the second Mountain Dew "DEWmocracy: Collective Intelligence" promotion. It lost to Mountain Dew White Out and came in 3rd place. 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.[72] File:Mountain Dew Distortion.jpg
Diet Mountain Dew Typhoon 2011 A strawberry-pineapple flavored Diet Mountain Dew. Part of Diet Mountain Dew challenge series of flavors, but it lost.
Diet Mountain Dew Distortion 2011 A zero-calorie green, lime-flavored Mountain Dew. Part of Diet Mountain Dew challenge series of flavors, but it lost.
Diet Mountain Dew White Out 2011 A white, smooth citrus-flavored Diet Mountain Dew. Part of Diet Mountain Dew challenge series of flavors, but it lost.
Diet Mountain Dew Flare 2011 A berry citrus-flavored Diet Mountain Dew. Part of Diet Mountain Dew challenge series of flavors, but it lost.
Diet Mountain Dew Crave 2011 A sweet and sour apple-flavored Diet Mountain Dew. Part of Diet Mountain Dew challenge series of flavors, but it lost.
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 Diet Mountain Dew challenge series of flavors.[44] It came in second in voting, against Diet Mountain Dew Supernova. Diet Mountain Dew Voltage still has a limited release in U.S. stores until Diet Mtn Dew Supernova officially hits stores as a permanent flavor.[45] It came in 2nd place and lost to Diet Mountain Dew Supernova. File:Diet mountain dew voltage.jpg
Diet Mountain Dew Supernova 2011-Present A strawberry melon-flavored Diet Mountain Dew, this version began as one of the Diet Mountain Dew challenge series of flavors.[44] It placed first during all rounds of "FanDEWmonium" voting in early 2011. Diet Mountain Dew Supernova was released in the U.S. alongside Diet Dew Voltage on March 6th 2011 for eight weeks.[45] It won FanDEWmonium with 55% of all votes, and this flavor became a permanent addition to the Diet Mountain Dew flavor line-up.[73][74] File:Diet mountain dew supernova.jpg
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[75]


Mountain Dew Slurpee & Energy Variations
Dates of production Notes Picture
Mountain Dew Blue Shock 2001–present Berry-citrus flavored Mountain Dew.[76] 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.[77]
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.[78] 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.[citation needed]
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.[citation needed]
Darth Dew 2005 A limited production tangy grape Mountain Dew Slurpee flavor.[79] It was available exclusively at 7-Eleven stores as part of a promotion for the theatrical release of Star Wars Episode III.[80]
Mountain Dew MDX 2005–2007 A Mountain Dew-flavored energy soda introduced in 2005 in 14-ounce bottles.[81] In 2006 its packaging format was transitioned to 20-ounce bottles.[82] 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.[83]
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”.[84]
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.[85]
Dew Iced 2007–2008 A Mountain Dew flavored smoothie that was available exclusively at Cold Stone Creamery stores in 2007 and 2008.[86]
Mountain Dew Blue Shock Freeze 2008 – Present A blueberry Slurpee flavor only available at 7-Eleven stores.[77]
Mountain Dew Thin Ice Freeze 2009 – Present A blueberry-flavored Slurpee that is distributed only at 7-Eleven stores.[77]
Mountain Dew Energy 2010–present A new line of Mountain Dew released in the U.K. in June, 2010, originally in 500ml bottles but as of February 2011 it has expanded to 440ml cans (Normal and sugar free)and also 1 Litre bottles. Mountain Dew Energy was released in Ireland in April 2011. Produced in lemon and lime flavors, it has the same caffeine content as Mountain Dew sold in the U.S. (18mg per 100ml, or 63mg in a 350ml US can), and is sweetened with real sugar. Mountain Dew did initially launch in the U.K. and Ireland in 1996; however it was discontinued in 1998 due to low sales volumes at that time.[4] Mountain Dew energy has been designed specifically for periods of mental and physical exertion, just like the original Mountain Dew distributed in the US. The high (compared to regular soft drinks) level of caffeine and sugar give much the same "boost" as other caffeine-heavy energy drinks, making the drink particularly popular with 16-24 year olds. File:MDE-Bottle-and-Can.jpg

See also

References

  1. ^ 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.
  2. ^ a b Smith, Andrew (2006). Encyclopedia of junk food and fast food. Westport, Conn: Greenwood Press. p. 188. ISBN 0-313-33527-3.
  3. ^ a b c Bridgforth, Dick (2007). Mountain Dew: The History (4 ed.). BookSurge Publishing. ISBN 1-4196-6087-X. Retrieved 30 January 2011.
  4. ^ a b Kimberley, Sara (18 May 2010). "Mountain Dew returns (to UK) with social media push". Brand Republic (U.K.). Retrieved 27 January 2011.
  5. ^ Sicher, John (24 March 2010). "Top-10 Carbonated Soft Drink Brands for 2009" (PDF). Beverage Digest. Retrieved 27 January 2011.
  6. ^ "Branded Entertainment Could Boost PepsiCo". Seeking Alpha. 23 June 2010. Retrieved 21 January 2011.
  7. ^ "The Best and Worst Logo Redesigns". MSN Money. 16 January 2011. p. 2. Retrieved 1 February 2011.
  8. ^ "Pepsi to redesign core products icon". BevNET.com. 2008-10-13.
  9. ^ "Pepsi rolls out £700m global brand makeover". BrandRepublic. Retrieved 2009-05-12.
  10. ^ officially stylized as DEWmocracy
  11. ^ Tanner, Steve (21 April 2010). "Overview: Mountain Dew DEWmocracy 2 Campaign". BevReview. Retrieved 27 January 2011.
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