J.D. Vance, the Republican vice-presidential candidate, has brought Diet Mountain Dew into the political spotlight, turning a simple beverage choice into a symbol laden with cultural and political meaning. This article explores the nuances of Vance's invocation of Diet Mountain Dew, its connection to his political persona, and its broader implications for understanding class and cultural divides in America.
The Absurdity and the Symbolism
During a campaign rally, Vance quipped, "Democrats say that it is racist to believe … well, they say it’s racist to do anything. I had a Diet Mountain Dew yesterday and one today, and I’m sure they’re going to call that racist too. But-it’s good." This seemingly absurd statement has sparked widespread discussion, raising the question: What is Vance trying to convey with his reference to Diet Mountain Dew?
While it may seem ridiculous to suggest that a soda could be considered racist, Vance's remark taps into a deeper vein of cultural symbolism. Consumer packaged goods often carry historical and demographic associations. Just as Diet Coke became associated with women, leading to the creation of Coke Zero to appeal to men, Mountain Dew has developed a strong connection to white, rural America, particularly Appalachia.
The Appalachian Connection
Before it became a soda brand, "mountain dew" was Appalachian slang for moonshine. The soft drink itself was invented in Tennessee in the 1930s as a whiskey mixer. Its initial market was largely confined to the region where it originated. Even after PepsiCo acquired the brand in 1964, Mountain Dew retained its country-bumpkin image. Early marketing campaigns featured a hillbilly character and the tagline "Yahoo, Mountain Dew. It’ll Tickle Yore Innards." Even in the late 1980s, the company marketed the drink with a country twang: "Dew It Country Cool."
Mountain Dew's enduring popularity in the "Mountain Dew Belt," stretching from Alabama to West Virginia, has solidified its connection to Appalachia. Sarah Baird, a Kentucky native, wrote in Eater in 2015 that she felt ashamed of drinking Diet Mountain Dew after moving away from home. Vance seems to be referencing this same sentiment, suggesting that Mountain Dew is unfairly derided as a drink for hillbillies.
Read also: Explore the political divide surrounding Diet Mountain Dew
Vance's Populist Appeal
Vance, a Yale Law School graduate who worked for Peter Thiel, has built his political career on his purported Appalachian roots and populist appeal. He understands that Mountain Dew is a symbol of Appalachia, a region often associated with white poverty, despair, and addiction. The term "Mountain Dew Mouth" is used to describe poor dental hygiene in Appalachia, further stigmatizing the region and its inhabitants.
By invoking Mountain Dew, Vance taps into the resentment felt by a disadvantaged American population that believes the country has forsaken them for other groups. He transforms the perceived shame of drinking Mountain Dew into a source of class and race resentment, suggesting that "they'll say that anything we do is wrong." In this context, Mountain Dew becomes the drink of choice for the "basket of deplorables."
Mountain Dew's Broader Appeal
Despite its association with rural America, Mountain Dew has also found success with other demographics. In the 1990s, PepsiCo marketed the drink to Gen Xers, who were often seen as slackers and outsiders. The brand also aligned itself with extreme sports like snowboarding and mountain biking, appealing to audiences considered lowlifes. More recently, Mountain Dew has heavily targeted gamers.
As a result, Mountain Dew has become a mainstream beverage, ranking as the fifth-most-popular soda in America. People of all races, economic classes, and geographic regions consume it. This widespread popularity makes it an even more potent symbol for those who see it as a cultural touchpoint.
Diet Mountain Dew: A Unifier or Divider?
The fact that both Republican and Democratic vice-presidential candidates, J.D. Vance and Tim Walz, are Diet Mountain Dew drinkers has sparked debate about whether the soda is a unifier or a divider.
Read also: Diet Mountain Dew Controversy
Vance explicitly calls out his Diet Mountain Dew consumption, using it to signal his connection to everyday Americans and to suggest that he is unfairly maligned by liberals. During an interview with Newsmax, he even opened a bottle of Diet Mountain Dew and offered a toast, further solidifying his image as a "Mountain Dew Guy."
Walz, on the other hand, has made it clear that Diet Mountain Dew is simply his beverage of choice. He has been tweeting about it for years and has been spotted drinking it frequently. Democrats have celebrated Walz's affinity for Diet Mountain Dew, viewing it as a way to "take back" the drink and to highlight his down-to-earth persona.
Kentucky Governor Andy Beshear initially criticized Vance for his "weird" comments about Diet Mountain Dew, but later apologized to fans of the beverage, acknowledging its widespread appeal.