Mountain Dew Evolution

Mountain Dew, a carbonated beverage renowned for its sweet citrus flavor and caffeine content, is crafted by PepsiCo, Inc. Its inception took place in Marion, VA, and it was subsequently launched in Knoxville and Johnson City, Tennessee, during the 1940s. Barney and Ally Hartman, operators of a bottling plant in Knoxville, successfully obtained the trademark for the name Mountain Dew. In the 1930s, the regional specificity of soft drinks presented challenges for the Hartmans in sourcing their preferred mixer, especially whiskey, in Knoxville. Consequently, they innovated their own soda, initially designed as a whiskey mixer. Despite its evolution, people still commonly blend it with various alcoholic beverages.

The distinctive flavor of today's Mountain Dew is attributed to Bill Bridgforth, a member who joined the company in 1958. The initial bottle design emulated the appearance of clandestinely produced mountain still beverages, featuring depictions of hillbillies, outhouses, and imaginative details such as 'Filled by Ed and Gene.' In 1961, the Tip Corporation of Marion, Virginia, obtained the rights to Mountain Dew, introducing modifications to its flavor. PepsiCo later acquired the Tip Corporation in 1964, propelling Mountain Dew to nationwide acclaim.

While it has gained global recognition, the USA remains the primary market for Mountain Dew. The brand's advertising has shifted from earlier themes of outhouses and hillbillies to target a new demographic of spirited, adventurous teenagers, cementing its position as one of America's beloved soft drinks.

Between the 1940s and 1980s, Mountain Dew predominantly featured a single citrus-flavored, caffeinated option. Diet Mountain Dew entered the scene in 1988, followed by the brief introduction and subsequent discontinuation of Mountain Dew Red in the same year. CodeRed, a cherry-flavored variant, made its debut in 2001. By 2007, Mountain Dew had solidified its standing as the fourth-best-selling carbonated soft drink in the United States, trailing only Coca-Cola Classic, Pepsi-Cola, and Diet Coke.
Mountain Dew Evolution