In the whirlwind of the 2024 election, an unlikely beverage has bubbled to the surface of political discourse: Diet Mountain Dew. What began as a seemingly innocuous preference expressed by vice-presidential candidates JD Vance and Tim Walz has spiraled into a conversation about cultural identity, class resentment, and the ever-present undercurrent of racial politics in America.
A Bipartisan Buzz?
The story gained traction when both Republican JD Vance and Democrat Tim Walz professed their affection for the citrusy, neon-green, caffeinated soda. As editor and publisher of Beverage Digest Duane Stanford noted, Mountain Dew is particularly popular in the South and the Midwest, the heartland states.
However, any hope that this shared fondness might bridge partisan divides was quickly dashed. As Stanford put it, "I'm not sure that their love for Mountain Dew is really going to mend the divide in this country today."
Vance's "Racist" Diet Mountain Dew
The controversy ignited when JD Vance, during a rally in his hometown, quipped that Democrats would accuse him of racism for anything, even drinking Diet Mountain Dew. "I had a Diet Mountain Dew yesterday and one today, and I’m sure they’re going to call that racist too," Vance told the crowd.
Kentucky's Democratic Governor Andy Beshear responded to Vance's comment, calling him "phony." "What was weird was him joking about racism today, and then talking about Diet Mountain Dew," Beshear said. "Who drinks Diet Mountain Dew? But in all seriousness, he ain't from here. He is not from Kentucky. …This is a guy who went out to Silicon Valley that's trying to be an every man, (but) he ain't one of us."
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Vance's seemingly absurd statement touched a nerve, tapping into a complex history of symbolism associated with white, rural America.
The Cultural Baggage of a Soda
Consumer packaged goods often carry historical and demographic associations. While Coca-Cola might be universally consumed, Diet Coke has long been associated with women, leading to the creation of Coke Zero to appeal to men. Similarly, Sprite is sometimes considered a Black soda, while Dr. Brown's soda has roots in New York Jewish delicatessens.
Mountain Dew, originally Appalachian slang for "moonshine," was invented in Tennessee in the 1930s as a whiskey mixer. Its early marketing featured a hillbilly character and the tagline "Yahoo, Mountain Dew. It’ll Tickle Yore Innards." Even as it became a national and international brand, Mountain Dew remained most popular in a "Mountain Dew Belt" stretching from Alabama to West Virginia, maintaining a deep connection to Appalachia.
As Sarah Baird, a Kentucky native, wrote in Eater, "When I moved away from home, it became very clear that I should be ashamed of drinking Diet Mountain Dew.” Vance seems to be referencing this sentiment, suggesting that Mountain Dew is seen as a drink for hillbillies, a source of derision.
Mountain Dew as a Symbol
Vance, who built his political career on his Appalachian roots, understands that Mountain Dew symbolizes Appalachia, the heart of America’s white poverty, despair, and addiction. The term "Mountain Dew Mouth" refers to poor dental hygiene in Appalachia, often used to stigmatize deprivation as a personal choice.
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By invoking Mountain Dew, Vance appeals to a disadvantaged American population that feels forsaken, turning the shame associated with the drink into a source of class and race resentment. In this context, Mountain Dew becomes the drink of choice for the "basket of deplorables."
PepsiCo's Marketing Strategy
PepsiCo has long understood Mountain Dew's appeal to underdogs. In the 1990s, they marketed the drink to Gen Xers, then considered slackers and outsiders. They also attached the brand to extreme sports like snowboarding and mountain biking, appealing to a similarly marginalized audience. More recently, Mountain Dew has heavily targeted gamers.
This strategy has yielded success. Mountain Dew is currently the fifth-most-popular soda in America, surpassing Coke Zero and Diet Pepsi.
Diet Mountain Dew: Uniter or Divider?
While Mountain Dew has achieved mainstream popularity, it remains a potent cultural symbol. Everyone has heard of it, and most have tried it. Depending on perspective, Diet Mountain Dew is either a unifying force or a divisive wedge in the 2024 presidential election.
Vance vs. Walz: Dew-Drinking Styles
Vance explicitly calls out his Diet Mountain Dew consumption, seemingly to signal his connection to everyday Americans and portray himself as unfairly maligned by liberals. During an interview with Newsmax, he even opened a bottle and offered a toast, a moment seemingly designed for promotion.
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Walz, on the other hand, presents Diet Mountain Dew as simply his "normal thing." He has tweeted about it for years, expressing genuine delight in the beverage. Democrats have celebrated Walz's embrace of the drink, highlighting his seemingly endless capacity for it.
The 2013 Mountain Dew Controversy
This isn't the first time Mountain Dew has been embroiled in controversy. In 2013, PepsiCo pulled a Mountain Dew ad criticized as racist. The ad, directed by rapper Tyler, the Creator, featured a goat named Felicia in a police lineup of five black men.
Critics, including Syracuse University professor Boyce Watkins, argued that the ad relied on "well-known racial stereotypes," implying that perpetrators of violent crime are black men. Watkins stated, "In the world of Mountain Dew, every single suspect is black. Not just regular black people, but the kinds of ratchety negroes you might find in the middle of any hip-hop minstrel show."
PepsiCo apologized and removed the ad, acknowledging that it could be perceived as offensive.
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