Mountain Dew
A PepsiCo soft-drink brand known for citrus flavor, caffeine, high-energy branding, and extensive flavor collaborations.
Last updated November 2, 2026
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Overview
Mountain Dew is a carbonated soft-drink brand owned by PepsiCo. It began in Tennessee in the 1940s, when bottlers Barney and Ally Hartman developed a clear, highly carbonated lemon-lime beverage as a mixer. The name referred to an older expression for whiskey and was later protected as a trademark for the soft drink. Early packaging used a stylized rural Appalachian character and a moonshine-related visual language, reflecting the beverage’s original Southern identity. The product changed substantially during the 1950s and early 1960s. A revised formula was developed by Bill Bridgforth in 1958, after which the Tip Corporation of Marion, Virginia, obtained the rights and launched a further refined version in 1961. Pepsi-Cola acquired the Tip Corporation and the Mountain Dew brand and production rights in 1964. PepsiCo then expanded distribution across the United States and Canada and gradually repositioned the drink for a younger, more outdoors-oriented audience. For much of its early life, Mountain Dew was a single citrus-flavored, caffeinated product in most markets. The line began to diversify with Diet Mountain Dew in 1988 and later with numerous limited, regional, retailer-specific, and permanent variants. Code Red, a cherry-flavored version introduced in 2001, became one of the brand’s most prominent extensions. Other important offerings have included Voltage, White Out, Baja Blast, Game Fuel, and energy-drink products sold under the Mountain Dew Amp name. Mountain Dew’s marketing has traditionally emphasized speed, adventure, youth culture, action sports, gaming, and other high-energy settings. The DEWmocracy programs of the late 2000s invited consumers to help select flavors, names, packaging, and promotional concepts. These initiatives helped establish the brand as an early large-scale example of crowdsourced consumer-product development. Partnerships with Taco Bell and video-game publishers further connected the drink to restaurant exclusivity, gaming communities, and limited-time product releases. The brand is primarily associated with the United States, where it has been a major citrus soft drink and a strong competitor to Mello Yello, Surge, and Sun Drop. International formulas, names, caffeine levels, and availability differ by market. Production in the United Kingdom began in 1996 but was withdrawn in 1998; a separate product later appeared there as Mountain Dew Energy and was renamed Mountain Dew Citrus Blast in 2015. PepsiCo has also extended the brand into alcoholic beverages through Hard Mtn Dew, produced with the Boston Beer Company beginning in 2022. Mountain Dew remains an active PepsiCo brand with a broad portfolio of core, diet, zero-sugar, specialty, seasonal, restaurant-exclusive, gaming-related, and energy-oriented products. Its identity combines a citrus soda base with deliberately energetic, irreverent, and youth-focused communication.
History
Mountain Dew originated in Tennessee as a mixer developed by bottlers Barney and Ally Hartman during the 1940s. The brothers had difficulty finding a preferred lemon-lime soda for mixing with bourbon and created their own beverage. The original drink was clear, highly carbonated, and closer to a lemon-lime soda than the later citrus profile. The name, historically associated with whiskey, was trademarked for the soft drink in 1948. Early labels used a rural mountaineer character and imagery connected with the beverage’s Southern and moonshine-themed origins. Charles Gordon, associated with the promotion and bottling of Dr. Enuf, encountered the Hartmans and helped establish arrangements for bottling Mountain Dew through Tri-Cities Beverage Corporation in Johnson City, Tennessee. The flavor was reformulated in 1958. The Tip Corporation of Marion, Virginia, acquired rights to the drink, refined the formula again, and launched its version in 1961. Pepsi-Cola purchased Tip Corporation in 1964, obtaining Mountain Dew and expanding the brand’s distribution throughout the United States and Canada. PepsiCo repositioned the beverage during the late 1960s and afterward toward younger consumers and an outdoors-oriented lifestyle. The core logo and visual identity remained comparatively stable through the 1970s, 1980s, and early 1990s, while later redesigns appeared in 1996, 1998, 2005, and 2008. In the United States, the shortened “Mtn Dew” presentation was adopted in 2008 as part of a broader PepsiCo branding program. In 2024, PepsiCo announced a further rebrand that returned to the full “Mountain Dew” wording and used mountain scenery as a central visual element. Product diversification began in earnest with Diet Mountain Dew in 1988. The brand subsequently developed cherry, berry, citrus, tropical, fruit, diet, zero-sugar, energy, restaurant-exclusive, seasonal, and gaming-related products. Code Red debuted in 2001. Baja Blast became closely identified with Taco Bell before PepsiCo began selling it through U.S. retail channels in 2014. The Game Fuel name was first used in 2007 in connection with Halo 3 and later supported promotions for World of Warcraft and Call of Duty. Mountain Dew Amp, an energy-drink line, was introduced in 2001 and expanded with additional flavors during the following decade. The DEWmocracy programs launched in 2007 and 2009 made public participation central to flavor development. The first program selected Voltage, while the second selected White Out. Voting and feedback expanded from a dedicated website to social networks, sampling events, and an online enthusiast community. These programs became notable examples of crowdsourcing in consumer packaged goods. International operations have varied. Production in the United Kingdom began in 1996 and was discontinued in 1998. A differently formulated product later appeared as Mountain Dew Energy in the United Kingdom and Ireland, with the British product renamed Mountain Dew Citrus Blast in 2015. Ingredient formulas also differ by country. In the United States, the drink has traditionally used high-fructose corn syrup, while limited Mountain Dew Throwback releases used sugar instead. Brominated vegetable oil, formerly used in some formulations, was removed by 2020. In 2022, PepsiCo partnered with the Boston Beer Company on Hard Mtn Dew, an alcoholic extension of the brand. The product created a new regulatory and marketing context for a name historically associated with a nonalcoholic soft drink. Mountain Dew continues as an active PepsiCo brand with broad U.S. distribution and a large portfolio of permanent and temporary variants.
- 2024
Major visual rebrand announced
[1]PepsiCo announced a return to the full Mountain Dew name and mountain-focused branding.
- 2022
Hard Mtn Dew introduced
[1]PepsiCo and Boston Beer launched alcoholic Mountain Dew products.
- 2014
Baja Blast reaches retail stores
[1]The Taco Bell-associated flavor was made available in U.S. retail channels.
- 2010
White Out released
[1]White Out won DEWmocracy 2 and entered the market.
- 2008
Voltage selected through DEWmocracy
[1]Consumers selected Voltage, which was later released nationally.
- 2007
First DEWmocracy campaign begins
[1]The brand invited consumers to participate in selecting a new flavor and related creative elements.
- 2001
Code Red launched
[1]The cherry-flavored Code Red variant debuted.
- 1988
Diet Mountain Dew introduced
[1]The first major long-term line extension was introduced as Diet Mountain Dew.
- 1964
Pepsi-Cola acquires Mountain Dew
[1]Pepsi-Cola acquired Tip Corporation and the Mountain Dew brand and production rights.
- 1961
Tip Corporation launches a refined version
[1]The Tip Corporation launched its reformulated Mountain Dew in Marion, Virginia.
Products and positioning
Youthful, energetic, adventurous, gaming-oriented, and culturally participatory
Carbonated soft drink · 1940
Mountain Dew Original
The core Mountain Dew product is a caffeinated citrus-flavored carbonated soft drink. Its formula varies by country, but the U.S. version uses carbonated water, sweetener, citrus-related ingredients, acids, flavorings, preservatives, caffeine, and coloring. It is the foundation for the brand’s extensive flavor and promotional portfolio.
Diet carbonated soft drink · 1988
Diet Mountain Dew
Diet Mountain Dew is the reduced-calorie counterpart to the original beverage. Introduced in 1988, it established a permanent diet segment for the brand and has served as a platform for additional flavor variants.
Flavored carbonated soft drink · 2001
Mountain Dew Code Red
Code Red is a cherry-flavored Mountain Dew variant introduced in 2001. It became one of the brand’s best-known extensions and helped demonstrate the commercial potential of permanent or semi-permanent flavor platforms beyond the original citrus profile.
Flavored carbonated soft drink · 2004
Mountain Dew Baja Blast
Baja Blast is a tropical-style Mountain Dew flavor strongly associated with Taco Bell. Initially tied to the restaurant chain, it was sold through U.S. supermarkets and other retail outlets in 2014, broadening a restaurant-exclusive product into a major seasonal and retail platform.
Flavored carbonated soft drink · 2008
Mountain Dew Voltage
Voltage is a raspberry-citrus flavored variant selected by consumers through the first DEWmocracy campaign. Its development and launch made it a prominent example of Mountain Dew’s crowdsourced product strategy.
Flavored carbonated soft drink · 2010
Mountain Dew White Out
White Out is a smooth citrus variant selected through DEWmocracy 2. It was released in 2010 and later appeared in related frozen and limited formats.
Gaming-related soft drink · 2007
Mountain Dew Game Fuel
Game Fuel is a gaming-oriented product platform first used in 2007 for a citrus-cherry flavor promoted with Halo 3. Later editions supported World of Warcraft and Call of Duty promotions, often using limited runs, specialized packaging, and game-related redemption codes.
Energy drink · 2001
Mountain Dew Amp
Mountain Dew Amp is an energy-drink line distributed by PepsiCo under the Mountain Dew brand. It debuted in 2001 and received additional flavors and packaging changes over time. Its branding and formulation have changed, including periods when the Mountain Dew name was less prominent on the package.
Alcoholic beverage · 2022
Hard Mtn Dew
Hard Mtn Dew is an alcoholic extension developed by PepsiCo in partnership with the Boston Beer Company. It was introduced in 2022 in several U.S. states and subsequently expanded to additional markets. The product is distinct from the brand’s traditional nonalcoholic soft drinks.
Controversies
2025
Hard Mountain Dew mistakenly given to school students
A teacher in San Antonio mistakenly distributed alcoholic Hard Mountain Dew to five special-education students while believing the cans contained regular Mountain Dew. The school district investigated following parent complaints.
Marketing campaigns
- 2014Baja Blast retail expansion
United States
To mark the product’s tenth anniversary, Baja Blast was made available in cans and bottles through supermarkets and other retail businesses rather than only through Taco Bell.
Outcome. Expanded Baja Blast from restaurant exclusivity to retail distribution.
- 2011Call of Duty Game Fuel promotion
United States
Mountain Dew returned Game Fuel with citrus-cherry and tropical flavors tied to Call of Duty: Modern Warfare 3. Packaging included codes associated with in-game benefits.
Outcome. Limited gaming promotion.
- 2009DEWmocracy 2
United States
The second DEWmocracy program expanded participation through Facebook, Twitter, YouTube, product sampling, and a private fan community. Consumers evaluated Distortion, Typhoon, and White Out.
Outcome. White Out selected and released in 2010.
- 2009World of Warcraft Game Fuel promotion
United States
Two Game Fuel flavors were promoted through World of Warcraft-themed packaging representing different player groups and were sold as limited releases.
Outcome. Limited release lasting approximately twelve weeks.
- 2007DEWmocracy 1
United States
Mountain Dew used online voting, an interactive game, sampling, and advertising to let consumers select among Supernova, Revolution, and Voltage. Voltage won the vote and was released as a product.
Outcome. Voltage selected and launched.
- 2007Halo 3 Game Fuel promotion
United States
A citrus-cherry Game Fuel variant was released alongside the Xbox 360 game Halo 3, using game artwork and character imagery in a limited promotional run.
Outcome. Limited release lasting approximately twelve weeks.
Brand decisions
2024
Return to the full Mountain Dew name in a major rebrandOtherBackground
The brand had used the shortened Mtn Dew presentation in the United States since 2008.
Action taken
PepsiCo announced branding inspired by the 1996 identity, with the full Mountain Dew wording and mountain imagery.
Aftermath
The announcement marked a renewed emphasis on the brand’s name and outdoor visual heritage.
2022
Enter alcoholic ready-to-drink beveragesProduct launchBackground
PepsiCo pursued an alcoholic extension of the Mountain Dew brand with the Boston Beer Company.
Action taken
Hard Mtn Dew was launched in selected U.S. states and later expanded.
Aftermath
The brand gained a separate alcoholic beverage line requiring distinct distribution and consumer communication.
2014
Move Baja Blast into retail distributionProduct launchBackground
Baja Blast had been strongly associated with Taco Bell and restaurant exclusivity.
Action taken
Mountain Dew introduced Baja Blast in standard cans and bottles through U.S. supermarkets and other retailers.
Aftermath
The move broadened access to one of the brand’s most recognizable specialty flavors while preserving its Taco Bell association.
2007
Use crowdsourcing for flavor developmentStrategyBackground
Mountain Dew sought to deepen participation among younger consumers and passionate brand fans.
Action taken
The company launched DEWmocracy, allowing consumers to vote on flavors and associated marketing elements.
Aftermath
Voltage won the first competition, and the program was followed by a second consumer-voting initiative.
1964
Acquire the Tip Corporation and Mountain Dew rightsM&ABackground
Mountain Dew had been reformulated and commercialized by the Tip Corporation of Marion, Virginia.
Action taken
Pepsi-Cola acquired Tip Corporation, obtaining the Mountain Dew brand and production rights.
Aftermath
PepsiCo expanded distribution across the United States and Canada and developed Mountain Dew into a major national brand.
Recent events
Mountain Dew to launch new twist on Code Red in 2027, with Zero Sugar version too[3]
Reported:
Mountain Dew is set to launch a brand new twist on its Code Red flavor in 2027, and a Zero Sugar version of the new product is also planned, as reported by Sporked.
PepsiCo reportedly drops Rise from Mountain Dew energy drink name[4]
Reported:
PepsiCo was reportedly changing the name of its Mountain Dew energy drink to Mtn Dew Energy, dropping Rise from the name. Rise Brewing had sued PepsiCo, alleging trademark infringement, and a judge had temporarily blocked Pepsi from using Rise.
Boston Beer and PepsiCo announce collaboration to produce HARD MTN DEW[5]
Reported:
The Boston Beer Company and PepsiCo announced plans to collaborate to produce HARD MTN DEW, an alcoholic beverage. Boston Beer will develop and produce the product, while a new PepsiCo entity will sell, deliver, and merchandise it; consumers were expected to find it on shelves in early 2022.
PepsiCo announces planned Hard Mtn Dew launch[6]
Reported:
PepsiCo announced plans to launch a Mountain Dew-branded alcoholic beverage in the United States early the following year. The planned drink, called Hard Mtn Dew, is a citrus-flavored malt beverage with 5% alcohol by volume.
AMC Networks and PepsiCo product-placement partnership[7]
Reported:
AMC Networks and PepsiCo began a product-placement partnership featuring Mountain Dew in The Walking Dead universe, as part of a new campaign AMC plans to roll out across the franchise.
Red Lobster introduces the Dew Garita[8]
Red Lobster introduced a Mountain Dew margarita called the Dew Garita.
MTN DEW launches Out Here. It's DEW.[9]
Reported:
MTN DEW announced its Out Here. It's DEW. campaign, including a $100,000 outdoor stimulus to reimburse eligible Heartland residents for 2020 hunting and fishing permits.
Sources9 sources
- 1Mountain Dewen.wikipedia.org
- 2Mountain Dew official websitemountaindew.com
- 3激浪将于2027年推出全新Code Red变化版本，并同步推出零糖版本news.google.com
- 4据报道，PepsiCo将Mountain Dew能量饮料名称中的Rise删去businessinsider.com
- 5Boston Beer与PepsiCo宣布合作生产HARD MTN DEWprnewswire.com
- 6PepsiCo宣布计划推出Hard Mtn Dewcalgarysun.com
- 7AMC Networks与PepsiCo开展产品植入合作comicbook.com
- 8Red Lobster推出Dew Garitahits961.iheart.com
- 9MTN DEW推出“Out Here. It's DEW.”活动prnewswire.com
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