Mountain Dew, often stylized as Mtn Dew, is a soft drink brand owned by PepsiCo. Known colloquially as "Dew" in some regions, the original formula was created in 1940 by Tennessee beverage bottlers Barney and Ally Hartman. In 1958, Bill Bridgforth developed a revised formula, and the rights to this formula were acquired by the Tip Corporation of Marion, Virginia.
The Origins and Evolution of Mountain Dew
The name "Mountain Dew" originates from Southern and Scots-Irish slang for moonshine, referencing the Irish folk song "The Rare Old Mountain Dew" from 1882. Carl E. meeting in Toledo, Ohio, suggested using it as the soda's name, and Ally and Barney Hartman first trademarked it in the 1940s. Early bottles and signage featured a cartoon-stylized hillbilly, reinforcing the moonshine theme.
PepsiCo acquired the Mountain Dew brand in 1964 and modified the logo in 1969 to appeal to a "younger, outdoorsy" generation. The logo remained consistent throughout the 1970s and 1980s. In 1996, PepsiCo began updating Mountain Dew's logo every few years, similar to their approach with Pepsi. In October 2024, a major rebrand was announced.
A History of Mountain Dew Flavors
Between the 1940s and 1980s, only one citrus-flavored and caffeinated variety of Mountain Dew was available in most markets. Diet Mountain Dew was introduced in 1988, alongside Mountain Dew Red, which was quickly discontinued. In 2001, Code Red, a cherry-flavored variant, was launched.
Production expanded to the United Kingdom in 1996 but was phased out in 1998. Since 2010, a similar, but different-tasting product, closer to the original American version, has been sold in the U.K. under the name "Mountain Dew Energy." In 2015, it was rebranded as "Mountain Dew Citrus Blast" to move away from energy drink marketing.
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Ingredients and Composition
The composition of Mountain Dew varies by region. For example, in Canada, the sweetener is listed as "glucose-fructose" (high-fructose corn syrup), and until 2012, it was caffeine-free by default. Formerly, the composition included brominated vegetable oil, an emulsifier banned in foods throughout Europe and Japan.
Mountain Dew Amp
Mountain Dew Amp, an energy drink distributed by PepsiCo under the Mountain Dew brand, was originally launched in 2001. From 2007 to 2008, several additional flavors of Amp were introduced. In 2012, Amp's labeling and ingredients changed, affecting the flavor and appeal for some fans.
DEWmocracy: Crowdsourcing Flavors
Beginning in 2007, Mountain Dew launched "DEWmocracy," a promotion allowing the public to elect new flavors, colors, names, packaging graphics, and advertisements. This campaign is recognized as one of the earliest and longest-running examples of a consumer product brand using crowdsourcing for traditionally internal decisions.
In the initial phase, DEWmocracy participation and voting occurred via an online game. Television ads featured actor Forest Whitaker asking people to select the next Mountain Dew flavor. Voters chose from Supernova (strawberry/melon), Revolution (berry), and Voltage (raspberry/citrus), each containing ginseng. Voltage was announced as the winner on August 17, 2008.
DEWmocracy 2, launched in July 2009, presented three new candidate flavors: Distortion (Key lime), Typhoon (tropical punch), and White Out (smooth citrus). Voting lasted until June 14, 2010, and White Out was announced as the winner, released for sale on October 4, 2010. A limited production White Out Slurpee (Mtn Dew White Out Freeze) was available at 7-Eleven stores starting in January 2011.
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Game Fuel: Targeting Video Game Enthusiasts
In 2007, Mountain Dew introduced a new flavor variant called Game Fuel (citrus cherry), marketed to the video-gaming subculture. Coinciding with the release of Halo 3, Mountain Dew Game Fuel featured promotional artwork for the game and its main character, Master Chief.
The original citrus cherry flavor returned, along with a new wild fruit drink similar to Pepsi Blue. Both drinks had World of Warcraft-based packaging and the updated "MTN Dew" logo. The citrus cherry flavor returned again, with a new tropical companion flavor. The packaging featured codes granting players double experience points in Call of Duty: Modern Warfare 3.
Game Fuel returned in October 2012 to promote Halo 4, again in the original citrus-cherry flavor. In August 2013, Mountain Dew announced the return of Game Fuel with a new blueberry-flavored version titled "Electrifying Berry." In October 2013, boxes of original citrus cherry Game Fuel featured packaging promoting the Xbox One and the games Dead Rising 3 and Forza Motorsport 5, with cans featuring Dead Rising 3 graphics.
In October 2014, Game Fuel returned with a new lemonade flavor for the promotion of Call of Duty: Advanced Warfare. Both drinks featured the same artwork, differing in colors to match their respective flavors. In October 2015, Game Fuel returned with a new companion flavor, Berry Lime, for the promotion of Call of Duty: Black Ops III.
In May 2016, speculation arose about a new Game Fuel release with a mango-flavored variant alongside the original citrus cherry flavor, promoting the game Titanfall 2. Mountain Dew announced the return of Game Fuel and the new flavor, Mango Heat, in September.
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In 2017, Game Fuel returned with two previously discontinued flavors: Arctic Burst (originally a Slurpee flavor in 2006 to promote Superman Returns) and Tropical Smash. In January 2019, PepsiCo introduced a new line of Game Fuel drinks called Amp Game Fuel, later renamed "Game Fuel," featuring a re-sealable lid. In 2023, Game Fuel returned with Citrus Cherry and Mystic Punch flavors.
Green Label: Art, Music, and Gaming
Mountain Dew's Green Label promotion originated in 2007 with a line of limited-edition aluminum bottles featuring artwork from tattoo artists and other artists. This marked the first use of the term Green Label Art to describe artistic works on Mountain Dew packaging.
In June 2010, a contest entitled "Green Label Art: Shop Series" involved 35 independent skateboard store owners partnering with local artists to design and submit can artwork designs. Street Science Skate Shop in Tracy, California, won the contest.
In 2008, a Mountain Dew-sponsored music label was launched under the name Green Label Sound. Under the term Green Label Gaming, Mountain Dew broadened its sponsorship of independent video game designers and players.
Marketing and Promotions
Mountain Dew has been the subject of media attention for its popularity among video game enthusiasts, with several flavors produced in partnership with video games. In 2008, Doritos debuted a mystery flavor known as "Quest," featuring a campaign of online puzzles and prizes to identify the flavor.
In October 2010, Mountain Dew started the "FanDEWmonium" promotion, a competition in which new diet flavors competed to become permanent, similar to the DEWmocracy campaigns. Five of the participating flavors were diet versions of previous DEWmocracy flavors: Diet SuperNova, Diet Voltage, Diet Crave, Diet Distortion, Diet Typhoon, and Diet White Out. Another flavor, Diet Ultra Violet, returned from its limited release in 2009. The remaining competitor was a new Diet flavor, Flare (berry/citrus-flavored).
Consumers were asked to taste-test the Diet flavors and vote for which ones should be permanently sold in stores. Diet Voltage and Diet SuperNova were sold in stores for an eight-week period beginning in March 2011. Diet SuperNova won with 55% of the votes and returned in January 2012.
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 hijacked by users who submitted and upvoted offensive entries.
On February 7, 2016, for Super Bowl 50, Mountain Dew aired a spot featuring a CGI character dubbed "the puppy monkey baby" (PuppyMonkeyBaby), which garnered mixed media coverage.
On April 16, 2016, Mountain Dew announced the return of Baja Blast and Pitch Black, and Pitch Black was announced the winner on July 18, 2016.
Mountain Dew in Popular Culture
In the musical Be More Chill, green Mountain Dew activates the "squip," a tiny super-computer in a pill that helps the user achieve their goals. Mountain Dew Red shuts it off.
Diet Mountain Dew Merchandise
Given the brand's extensive history, numerous flavors, and strong cultural presence, a variety of Diet Mountain Dew merchandise has emerged over the years. This merchandise caters to loyal fans and collectors, ranging from clothing and accessories to promotional items and limited-edition collectibles.
Apparel
T-shirts featuring vintage Mountain Dew logos, slogans, and character designs are popular among fans. These shirts often showcase the brand's evolution and appeal to nostalgia. Hats, hoodies, and other clothing items also display Mountain Dew branding.
Collectibles
Limited-edition bottles and cans, especially those from DEWmocracy and Game Fuel promotions, are highly sought after by collectors. These items often feature unique artwork and designs, making them valuable memorabilia. Vintage Mountain Dew bottles and signage are also popular collectibles, offering a glimpse into the brand's history.
Accessories
Accessories such as keychains, stickers, and magnets featuring Mountain Dew logos and imagery are common merchandise items. These smaller items allow fans to showcase their affinity for the brand in subtle ways.
Promotional Items
Over the years, Mountain Dew has released various promotional items, including cups, mugs, and other drinkware. These items are often given away during marketing campaigns or sold as limited-edition merchandise.
Novelty Items
Novelty items such as Mountain Dew-themed phone cases, posters, and even air fresheners can be found online and in specialty stores. These items cater to fans who want to incorporate the brand into their everyday lives.
Limited Edition Merchandise
From time to time, Mountain Dew releases limited edition merchandise in collaboration with artists, designers, or other brands. These collaborations often result in unique and highly collectible items.
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