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Mountain Dew

Mountain Dew is a 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. When removed from its characteristic green bottle, Mountain Dew is bright yellow-green and semi-opaque.

Ingredients
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 "zero proof moonshine" and had pictures of hillbillies on the bottle until 1973.

Bascom Lamar Lunsford's original recording of "Old Mountain Dew," an Appalachian old-time song, was used as the first advertising theme for the newly created Mountain Dew soda.

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. The name Mountain Dew was first trademarked by two brothers, Barney and Ally Hartman, who ran a bottling plant in Knoxville, Tennessee.

Mountain Dew is the main sponsor of the Dew Action Sports Tour extreme sports tournament and the Summer and Winter X Games. It is also the main sponsor of the Mountain Dew Vertical Challenge, a series of free races open to anyone, comprised of an East and West circuit.

MxPx recorded a song for a Mountain Dew commercial in 2002.

It was also marketed in the 2007 version of Transformers (film) when the energy of the Allspark brings to life Earth technology. In this case, a Mountain Dew machine which turns into a rabid killing machine.

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.


Varieties