Diet Mountain Dew (DMD), a beverage known for its citrusy flavor, high caffeine content, and neon green color, has become more than just a soft drink. It's a cultural touchstone, particularly in certain regions and demographics. This article explores the demographics of Diet Mountain Dew drinkers, its historical context, and the cultural significance it holds, especially in Appalachia.
The Appalachian Connection: More Than Just a Drink
Growing up in Eastern Kentucky, Mountain Dew, particularly Diet Mountain Dew, was an omnipresent force. Its signature emerald-tinged, translucent bottles filled coolers at backyard barbecues and littered the weed-lined backroads. Teachers, doctors, and even prisoners would consume it. It wasn't a novelty but a way of life.
However, outside of this region, drinking Diet Mountain Dew can be a source of shame. As one writer noted, "When I moved away from home, it became very clear that I should be ashamed of drinking Diet Mountain Dew." This judgment has only intensified as she pursued a career as a food writer, highlighting the perception that some beverages are considered less sophisticated or healthy.
"Mountain Dew Mouth" and Stereotypes
The phrase "Mountain Dew Mouth," used to describe poor oral hygiene in Appalachia, has further cemented the negative stereotypes associated with the drink and the region. This term, popularized by a 2009 Diane Sawyer special, perpetuates the idea that Appalachians are unable to improve their circumstances, with excessive Mountain Dew consumption as the primary cause of their problems. This oversimplification ignores the deep-rooted social and economic issues that contribute to health disparities in the region.
Historical Roots and Marketing Evolution
The history of Mountain Dew is intertwined with the culture of Appalachia. "Mountain Dew" was originally a slang term for moonshine, and the beverage was initially created in the 1930s as a mixer for whiskey. Early marketing campaigns played on this hillbilly image, with taglines like "Yahoo, Mountain Dew. It’ll Tickle Yore Innards!"
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From Hillbilly to Gen X and Gamers
While Mountain Dew was sold to PepsiCo in 1964, it never entirely shed its rural image. In the 1980s, it was marketed as "Dew It Country Cool." However, in the 1990s, PepsiCo began targeting Gen Xers, associating the drink with extreme sports like snowboarding and mountain biking. More recently, Mountain Dew has heavily targeted gamers, further diversifying its consumer base.
Ingredients and Health Concerns
Diet Mountain Dew contains artificial sweeteners like aspartame, acesulfame potassium, and sucralose. While the FDA considers these sweeteners "generally recognized as safe," some studies have raised concerns about their potential effects on cardiovascular health. The drink also contains yellow dye #5 (tatrazine), which has been linked to behavioral changes in children.
Diet Mountain Dew in Politics: A Bipartisan Divide?
In a surprising turn, Diet Mountain Dew entered the political arena when both vice-presidential candidates in the 2024 election, JD Vance and Tim Walz, professed their love for the beverage. This sparked a debate about the drink's cultural significance and its association with certain demographics.
Vance, known for his populist appeal and Appalachian roots, joked that Democrats would call him racist for drinking Diet Mountain Dew. This comment highlights the perception that Mountain Dew is a drink for "hillbillies" and a symbol of white, rural poverty.
A Symbol of Cultural Resentment
Vance's invocation of Mountain Dew taps into a sense of cultural resentment, suggesting that anything associated with this demographic will be unfairly criticized. It's a way to connect with a segment of the population that feels overlooked and marginalized.
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Mountain Dew Today: Popularity and Demographics
Despite its complex history and associations, Mountain Dew remains a popular soft drink. It's currently the fifth-most-popular soda in America, ahead of Diet Pepsi and Coke Zero. While it has a strong following in the South and Midwest (the "Mountain Dew Belt"), it's consumed by people of all races, economic classes, and geographic regions.
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