Mountain Dew 51974 225951325 2008-07-16T04:29:27Z Groyolo 416036 Removed accidental implication that coffee was illegal in Canada :-). {{sprotected2}} {{Cleanup|date=December 2007}} {{Infobox Beverage |name=Mountain Dew |logo= |image=[[Image:Mountain Dew.svg|center|200px]] |type=[[Citrus]] [[soft drink]] |manufacturer=[[PepsiCo, Inc.]] |origin=[[United States]] |introduced=1964 (nation-wide) |Related Products= [[Mello Yello]] }} '''Mountain Dew''' is a [[caffeine|caffeinated]], sweet, [[citrus]]-flavored [[soft drink]] produced by [[PepsiCo, Inc.]] The main formula was invented in [[Marion, Virginia]], named and first marketed in [[Johnson City, Tennessee]] and [[Knoxville, Tennessee]] in 1948, then by the Minges family in [[Fayetteville, North Carolina]] and across the [[United States]] in 1964.<ref>{{cite web|url=http://www.dewcollector.com/articles.shtml|title=www.dewcollector.com/articles.shtml<!--INSERT TITLE-->}}</ref> When removed from its characteristic green bottle, Mountain Dew is bright yellow-green and semi-opaque. As of 2006, Mountain Dew was the fourth-best-selling carbonated soft drink in the United States, behind only [[Coca-Cola Classic]], [[Pepsi-Cola]], and [[Diet Coke]]. Diet Mountain Dew ranked ninth in sales in the same year.<ref>{{cite news |title=Special Issue: Top-10 CSD Results for 2006 |url=http://www.beverage-digest.com/pdf/top-10_2007.pdf |format=PDF |work=Beverage Digest |location=Bedford Hills, New York |page=2 |date= 2007-03-08 |accessdate=2008-01-07}}</ref> ==Ingredients== Mountain Dew lists its ingredients as: * [[Carbonated water]] * [[High fructose corn syrup]] (HFCS) * Concentrated [[orange juice]] and other natural flavors * [[Citric acid]] * [[Sodium benzoate]] (preserves freshness) * [[Caffeine]] (55.2&nbsp;mg per 12&nbsp;oz. [approx 355ml]) * [[Sodium citrate]] * [[Gum arabic]] * [[Erythorbic acid]] (preserves freshness) * [[Calcium disodium EDTA]] (to protect flavor) * [[Brominated vegetable oil]] * [[Yellow 5]] Mountain Dew (and its energy drink counterpart known as AMP) often incurs the disapproval of some health experts<ref>{{cite web|url=http://www.redding.com/news/2007/jan/22/too-much-caffeine-could-be-jolt-to-your-well/|title=Redding.com "Too much caffeine could be jolt to your well-being"}}</ref> due to its relatively high [[caffeine]] content for a soft drink (or energy drink). However, Mountain Dew marketed in [[Australia]] and [[Canada]]'' (see Dew Fuel/Mountain Dew Energy varieties below)'' – as well as several [[U.S. state]]s – has no caffeine added at all ([[Health Canada]] prohibits caffeine in non-cola soft drinks<ref>{{cite web|url=http://lois.justice.gc.ca/en/showdoc/cr/C.R.C.-c.870/bo-ga:l_B-gb:l_16//en#anchorbo-ga:l_B-gb:l_16|title=Canadian Food and Drugs Act}}</ref>, and Australia has a similar law). Nevertheless, Mountain Dew contains [[tartrazine]] (“[[Federal Food, Drug, and Cosmetic Act|FD&C]] Yellow No. 5” in the US), which could lead to [[allergy|allergic reactions]] in some people. This has also led to a false [[urban legend]] that the Yellow No. 5 in Mountain Dew reduces the [[sperm count]] of male drinkers.<ref>{{cite web|url=http://www.snopes.com/medical/potables/mountaindew.asp|title= Snopes.com "Don't Overdew It"}}</ref> Mountain Dew, like many citrus flavored sodas, contains [[citric acid]] and [[sodium benzoate]]. Although the original formulation of Diet Mountain Dew solely contained [[aspartame]] as a sweetener, the recently reformulated Diet Mountain Dew, advertised on its packaging as having a "Tuned Up Taste", contains three non-nutritive sweeteners: [[aspartame]], [[acesulfame potassium]], and [[sucralose]]. ==Marketing and promotion== [[Image:Julian Beever Mountain Dew art photo by David Shankbone.jpg|thumb|[[Mountain Dew]] advertisement in [[Union Square (New York City)|Union Square]], [[New York City]] by [[Julian Beever]].]] Mountain Dew’s name is a previously-existing [[euphemism]] for [[moonshine]], which likely traces back to Ireland (see the Irish folk song “[[The Rare Auld Mountain Dew]]”), and has generally been marketed to highlight its potency. It was originally marketed as “[[alcoholic proof|zero proof]] [[moonshine]]” and had pictures of [[hillbilly|hillbillies]] on the bottle until 1973. [[Bascom Lamar Lunsford]]’s original recording of “Old Mountain Dew”, an Appalachian [[Old-time music|old-time]] song, was used as the first advertising theme for the newly created Mountain Dew soda. ===Marketing efforts, 2002–2007=== Today’s target [[demographic]] is radically different. The drink is mainly marketed to people in the 12-30 year old [[demographic]] group, creating a connection to outdoor activities like [[extreme sports]] and to the [[video game culture]].<ref>{{cite web|url=http://mountaindew.com/about_dew/history/history04.php|title=mountaindew.com/about_dew/history/history04.php<!--INSERT TITLE-->}}</ref> Mountain Dew is the tour title sponsor of the extreme sports event the [[AST Dew Tour]]. The name Mountain Dew was first trademarked by two brothers, Barney and Ally Hartman, who ran a bottling plant in [[Knoxville, Tennessee]]. In 2007 Green Label Art also released a limited edition series of bottles featuring 12 different designs from various artists (regular Mountain Dew was inside the bottles themselves). Originally handed out at select promotional events, the company has announced via their website (www.greenlabelart.com) they are looking into distribution for a wider area. In 2008 Green Label Art released a second limited edition series of bottles featuring 6 new designs. Their promotional tactics for Diet Mountain Dew have recently brought forth their "Diet Dew Surprising Facts" campaign, which focuses on crazy but true facts that are reenacted in videos or through other spectrums of advertisement. Their coordination with RepNation brought on brand representatives throughout 50 campuses across the US. ===AMP Energy=== {{main|AMP Energy}} AMP is an energy drink produced and distributed by PepsiCo under the Mountain Dew soft drink brand. It was launched in 2001 to compete directly with Red Bull. Originally, AMP was known as Mountain Dew AMP. In 2007 and early 2008, several additional flavors of AMP were produced to match up with Mountain Dew flavors. ===DEWmocracy=== DEWmocracy<ref name="officialtitle">officially written by [[PepsiCo]] as '''DEWmocracy'''</ref> is a campaign launched by Mountain Dew, with spokesman [[Forest Whitaker]] on [[November 7]], [[2007]].<ref name="Variety">{{cite news | author = Marc Graser | title = Whitaker votes for 'Dewmocracy' | url = http://www.variety.com/article/VR1117975492.html?categoryid=13&cs=1 | work = Film | publisher = [[Variety (magazine)|Variety]] | date = 2007-11-06 | accessdate = 2007-12-04 }}</ref> It is an interactive game on its own domain that encourages users to vote for the next flavor of Mountain Dew that will make its debut on shelves in 2008.<ref name="Variety"/> The name is a [[portmanteau]] of '''Dew''' (a nickname for Mountain Dew) and '''democracy'''. The game features a live-action short film and 3-dimensional characters. As the player goes through the game, users will help pick every feature of a new Mountain Dew, including can graphics, color, and flavor, from five choices for each aspect. Forest Whitaker publicly voted on Dewmocracy, and it appears that he may be sponsoring the campaign himself.<ref>{{cite news | author = Staff | title = Forest Whitaker and Mountain Dew Launch 'DEWmocracy' | url = http://www.kcrg.com/news/entertainment/11081336.html | work = Entertainment | publisher = [[KCRG-TV]] | location = [[Purchase, NY]] | date = 2007-11-07 | accessdate = 2007-12-04 }}</ref><ref>{{cite news | author = Ryan Ball | title = Whitaker Behind DEWmocracy | url = http://www.animationmagazine.net/article/7581 | work = Gaming | publisher = [[Animation Magazine]] | date = 2007-11-07 | accessdate = 2007-12-04 }}</ref> The game has been received fairly from the public, and some forum users were rather excited about the game’s release.<ref name="BevNet">{{cite web | url = http://www.bevnet.com/bevboard/bevboard-general/31431-www-dewmocracy-com-vote-next-dew-flavor.html | title = www.dewmocracy.com-vote on the next Dew flavor! | author = hightyto | accessdate = 2007-12-04 | date = 2007-10-17 | format = Forum | work = BevBoard General | publisher = BevNET.com }}</ref> The game’s release has been floating since September 2006 on forums and message boards.<ref name="BevNet"/> Thus, it took at least one year and two months for the online interactive web design company WHITTMANHART to develop the game. ===Doritos Quest=== In 2008, [[Doritos]] debuted a new mystery flavor known as "Quest," with prizes being given as online puzzles are solved. The flavor has been identified as Mountain Dew. <ref name="AV Club">[http://www.avclub.com/content/feature/taste_test_mountain_dew_quest Taste Test: Mountain Dew "Quest" Doritos | The A.V. Club]</ref> ===Green Label Art=== In July 2008, Mountain Dew unveiled a limited time edition of the soft drink in [[aluminum]] bottles, with an artistic design, called Green Label Art.<ref>http://www.greenlabelart.com/?virtualPath=%2Fartists&pageCalls</ref> The artwork was done by the artists Chuck Anderson, Dez, [[Eric Haze]], Peat Wollaeger, the art team of Scott Lenhardt & Danny Davis, and Troy Denning. ==Varieties== [[Image:Mountain Dew Baja Blast logo.png|thumb|150px|Mountain Dew Baja Blast]] [[Image:GAME FUEL version of Mt. Dew.jpg|thumb|right|150px|Mountain Dew Game Fuel featuring [[Halo 3]].]] ===Active brands=== * Mountain Dew (1948 - Present) – [[PepsiCo]]’s original and most signature flavor in the Mountain Dew family. * Diet Mountain Dew (1984 - Present) – No-calorie Mountain Dew. Diet was formerly known as “Sugar-Free Mountain Dew” until 1986.<ref>{{cite web|url=http://www.usasoda.com/pepsidew.htm|title=www.usasoda.com/pepsidew.htm<!--INSERT TITLE-->}}</ref> In 2006 Diet Mountain Dew was reformulated with a new “Tuned Up Taste,” it is now sweetened with a blend of [[sucralose]], [[aspartame]], and [[acesulfame potassium]]. The previous formulation only used aspartame. * Caffeine-Free Mountain Dew (? - Present) – Non-caffeinated Mountain Dew. Available in various parts of the United States and [[Canada]]. In Canada it is simply labeled as “Mountain Dew” since caffeine isn't allowed in non-cola beverages. * Diet Mountain Dew Fountain (? - Present) – A variation of Diet Mountain Dew that uses treated water instead of carbonated water in its formula.<ref>{{cite web|url=http://www.mountaindew.com/about_dew/product_info/dmd.php|title=www.mountaindew.com/about_dew/product_info/dmd.php<!--INSERT TITLE-->}}</ref> Available as a fountain beverage at [[QuikTrip]] convenience stores and other limited locations. * Caffeine-Free Diet Mountain Dew (? - 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.” * Code Red (2001 - Present) – [[Cherry]] Mountain Dew and the namesake of the [[Code Red (computer worm)|Code Red Virus]]. Code Red is not the same as the original Mountain Dew Red. * Diet Code Red (2002 - Present) – No-calorie cherry Mountain Dew. Available in limited areas only. * LiveWire (2003 - Present) – [[Orange (fruit)|Orange]] Mountain Dew. LiveWire was initially introduced in 2003 as a limited edition flavor for the [[Summer]]. In 2005, after seeing two years of limited summer releases, LiveWire became a permanent addition to the Mountain Dew family. * Baja Blast (2004 - Present) – Tropical [[lime (fruit)|lime]] and [[pineapple]] flavored Mountain Dew. Available exclusively as a fountain drink at [[Taco Bell]] restaurants. [[Image:DEWmocracy.PNG|thumb|150px|<center>The DEWmocracy trio.</center>]] * Revolution (2008) – A translucent blue-colored, wild berry fruit and ginseng flavored Dew. This flavor is one of the three “candidate flavor” finalists for DEWmocracy's “People’s Dew” national vote. It was released in stores on May 19 as a limited edition flavor so that people could taste test which flavor they like best before voting. If this flavor wins the vote it will become a permanent addition to the Dew family.<ref>[http://www.dewmocracy.com/overview/default.aspx DEWmocracy<!-- Bot generated title -->]</ref> * Supernova (2008) – A pink colored strawberry, melon, lime, and ginseng flavored Dew. This flavor is one of the three “candidate flavor” finalists for DEWmocracy's “People’s Dew” national vote. It was released in stores on May 19 as a limited edition flavor so that people could taste test which flavor they like best before voting. If this flavor wins the vote it will become a permanent addition to the Dew family.<ref>[http://www.dewmocracy.com/overview/default.aspx DEWmocracy<!-- Bot generated title -->]</ref> * Voltage (2008) – A blue colored raspberry-citrus and ginseng flavored Dew. This flavor is one of the three “candidate flavor” finalists for DEWmocracy's “People’s Dew” national vote. It was released in stores on May 19 as a limited edition flavor so that people could taste test which flavor they like best before voting. If this flavor wins the vote it will become a permanent addition to the Dew family.<ref>[http://www.dewmocracy.com/overview/default.aspx DEWmocracy<!-- Bot generated title -->]</ref> ===Retired brands=== * Red (1988) – Fruit Mountain Dew. Red was the first Mountain Dew flavor variation. * Diet Red (1988) – No-calorie fruit Mountain Dew. * Mountain Dew Sport (1990–1991) – Only [[test market]]ed in several states, as a Mountain Dew flavored sports drink. * Diet Mountain Dew Sport (1990–1991) – Only test marketed in several states, as a no-calorie Mountain Dew flavored sports drink. * Blue Shock (2001) – Berry-citrus flavored Mountain Dew.<ref>{{cite web|url=http://www.bizjournals.com/dallas/stories/2002/05/27/daily35.html|title=www.bizjournals.com/dallas/stories/2002/05/27/daily35.html<!--INSERT TITLE-->}}</ref> Blue Shock failed to sell in the test market, [[Chicago]], and was later released nationwide only in [[Slurpee]] form exclusively at [[7-Eleven]] stores. It was there that Blue Shock made one of the most successful Slurpee flavor launches ever. When Blue Shock became unavailable it was rumored by fans at various message boards that [[PepsiCo]] had sold the recipe to [[Faygo]] and that they were marketing it as “Moon Mist Blue”. This rumor was proven false however when Blue Shock was brought back briefly for a limited time in March 2007, once again as a [[Slurpee]] flavor exclusively at [[7-Eleven]] stores.<ref>{{cite web|url=http://slurpee.com/|title=slurpee.com/<!--INSERT TITLE-->}}</ref> * Dew Fuel (2002–2007) – A caffeinated version of Mountain Dew offered in [[Canada]]. Mountain Dew is not caffeinated in Canada due to [[Health Canada]] regulations<ref>{{cite web|url=http://lois.justice.gc.ca/en/ShowFullDoc/cr/C.R.C.-c.870///en|title=Canada Food and Drug Regulations (C.R.C., c. 870) Table VIII}}</ref> that only allow caffeine in 'dark-colored' varieties of soft drinks such as cola and root beer. The reason Dew Fuel is allowed to bypass Health Canada regulations and be sold is because it is marketed as a natural health product and not as a soft drink. It mainly replaced Canada’s (Caffeine-Free) Mountain Dew on store shelves, although many places still sold both drinks. Dew Fuel was 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. According to emails from Pepsi-QTG Canada’s consumer relations,<ref>mailto:consumerrelations@en.pepsi.ca</ref> there are currently no plans to produce the product as it did not sell as well as hoped. There is no official announcement on their website, though the Dew Fuel homepage<ref>{{cite web|url=http://www.dewfuel.ca|title=Dew Fuel Energy Drink – Feel The Urge}}</ref> has been taken down. * 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. * Pitch Black (2004) – Black [[grape]] Mountain Dew. Limited edition flavor for [[Halloween]]. * Darth Dew (2005) – Tangy grape Mountain Dew [[Slurpee]] flavor that could be considered as “Pitch Black 1.5”.<ref>{{cite web|url=http://www.starwars.com/episode-iii/release/promo/news20050505.html|title=www.starwars.com/episode-iii/release/promo/news20050505.html<!--INSERT TITLE-->}}</ref> Was available exclusively at [[7-Eleven]] stores as part of a promotion for the theatrical release of ''[[Star Wars Episode III: Revenge of the Sith|Star Wars Episode III]]''. * Pitch Black II (2005) – [[Sour]] grape Mountain Dew. Limited edition flavor for [[Halloween]]. “[[Sequel]]” to the original Pitch Black. * 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. While the official name is “Arctic Burst”, as seen on the actual Slurpee machine,<ref>{{cite web|url=http://www.x-entertainment.com/updates/pics/superslurp/1.jpg|title="Mountain Dew Arctic Burst" labeled Slurpee Machine}}</ref> it has also been seen mislabeled under the name “Arctic Blast” in some official online advertisements.<ref>{{cite web|url=http://72.14.209.104/search?q=cache:WJuPKpB-0vcJ:www.dewslurpees.com/Index.aspx+www.dewslurpees.com&hl=en&ct=clnk&cd=2&gl=us|title=Google cached "Mountain Dew Kryptonite Ice" & "Mountain Dew Arctic Blast" (aka mislabeled "Mountain Dew Arctic Burst") coupon advertisement (found to be inactive as of [[March 27]], [[2008]])}}</ref> * 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 the flavor seems to be tropical, like mango. * Game Fuel (2007) – A limited edition Mountain Dew flavor released to promote the release of [[Halo 3]], an [[Xbox 360]] game. * [[Mountain Dew MDX]] (2005 - 2007) – A Mountain Dew flavored energy soda. It was named “Mountain Dew X” during its national test marketing phase. * Sugar-Free Mountain Dew MDX (2005 - 2007) – No-calorie Mountain Dew flavored energy soda. * Dew Iced (2007) – A Mountain Dew flavored [[smoothie]] available exclusively at [[Cold Stone Creamery]] stores for a limited time.<ref>{{cite web|url=http://www.mountaindew.com/about_dew/product_info/index.php|title=www.mountaindew.com/about_dew/product_info/index.php<!--INSERT TITLE-->}}</ref> == Non-Pepsi bottlers == Only two non-Pepsi franchises exist in the United States for the production of Mountain Dew. At the time of Mountain Dew’s acquisition by Pepsi, there were 56 franchise agreements, only 16 of which were not held by a Pepsi bottler. The two remaining agreements are permanent; however, the size of their territories are believed to be small enough to make them insignificant to Pepsi.<ref>{{cite web|url=http://www.dewcollector.com/articles2.shtml|title=www.dewcollector.com/articles2.shtml<!--INSERT TITLE-->}}</ref> * West Jefferson [[Dr Pepper]] (WJDP) of West Jefferson, NC. The company does not ship outside its contracted territory, however several Web sites sell the product at a premium price. The premium price can be justified by the fact that WJDP is the last bottler in the U.S. to produce Mountain Dew with [[cane sugar]]<ref>{{cite web|url=http://www.glassbottlesoda.org/bottlers/wjefferson.shtml|title=www.glassbottlesoda.org/bottlers/wjefferson.shtml<!--INSERT TITLE-->}}</ref> (instead of High Fructose Corn Syrup, or [[HFCS]]). WJDP is notable for producing all their non-diet products with cane sugar, most of which are [[Cadbury Schweppes Americas Beverages]] (formerly [[Dr Pepper/Seven Up, Inc.]]) products. * [[RC Cola]] Bottling of Winchester, Winchester, VA. The company produces Mountain Dew, but uses High Fructose Corn Syrup ([[HFCS]]) like all Pepsi bottlers. ==References== {{reflist|2}} == External links == {{commonscat|Mountain Dew}} *[http://mountaindew.com Mountain Dew official website] *[http://www.mountaindew.co.nz Mountain Dew's official New Zealand website] *[http://www.dewbajablast.com Mountain Dew Baja Blast official website] *[http://www.snopes.com/toxins/yellow.htm Don't OverDew It] (Snopes discusses testicular atrophy urban legend) *[http://www.dewmocracy.com Dewmocracy] {{citrus sodas}} [[Category:PepsiCo brands]] [[Category:Citrus sodas]] [[Category:1964 introductions]] [[Category:Soft drinks]] [[ar:ماونتن ديو]] [[de:Mountain Dew]] [[es:Mountain Dew]] [[fr:Mountain Dew]] [[ja:マウンテンデュー]] [[no:Mountain Dew]] [[nn:Mountain Dew]] [[pl:Mountain Dew]] [[pt:Mountain Dew]] [[fi:Mountain Dew]] [[sv:Mountain Dew]]