The story of Mountain Dew is a fascinating journey, tracing its roots from a regional Appalachian beverage to a global brand. Mountain Dew is one of those drinks that catches your eye when youre walking down a grocery store.

“Mountain Dew”, the slang

Before it was a soft drink, “mountain dew” was a regular term for homemade whiskey, particularly in the Appalachian region of the United States. This is associated with the rugged, rural lifestyle, which would later be cleverly incorporated into the drink’s marketing.

History of Mountain Dew

In the late 1930s, Barney and Ally Harman, two brothers from Georgia, packed up and moved to Knoxville, Tennessee. The Hartmans were apparently big whiskey drinkers, but cant get their hands on their favorite mixer, Natural Set Up, in their new city.

Frustrated with the available options, they began experimenting with their own formula. Their creation, a citrus-flavored soft drink, was born.

They decided to rebrand their beverage as an Appalachian thirst quencher and gave it silly slogans like ya-hooo! and itll tickle your innards. They added cartoonish country folk and started selling Mountain Dew in green bottles, too.

They trademarked the name “Mountain Dew” in 1948, and the trademark was granted in 1951. The Hartman brothers distributed their product locally, but they did not have the resources for large scale distribution.

The Tip Corporation and Bill Jones

The Tip Corporation of Marion, Virginia, played a important role in Mountain Dew’s evolution. In the late 1950’s the company was struggling. William H. “Bill” Jones of the Tip Corporation further refined the formula. He recognized the potential of the Mountain Dew brand and acquired the rights to it from the Hartman brothers.

Bill Jones created a revised formula in 1958, and launched that version of Mountain Dew in 1961. This new formula was the one that would begin to bring Mountain Dew to a wider audience.

Pepsi-Cola’s Interest

In 1964, thePepsi-Cola Companyacquired the Mountain Dew brand and production rights from the Tip Corporation. This acquisition marked a turning point, as PepsiCo’s vast distribution network allowed Mountain Dew to reach a national audience.

Marketing and Growth

PepsiCocapitalizedon Mountain Dew’s unique image, continuing to use the hillbilly theme in its advertising. The brand’s association with the outdoors and a sense of rebellious fun proved to be highly effective. Throughout the 1960s and 1970s, Mountain Dew’s popularity steadily grew. It became a staple in many households, particularly in rural areas.

Mountain Dew and it’s innovation

Mountain Dew has become known for its innovative flavor combinations. While the original citrus flavor remained the flagship product, PepsiCo began to introduce new variations to cater to evolving consumer preferences

Diet Mountain Dew was introduced in 1988, expanding the brand’s appeal to health-conscious consumers.
In 2001, Mountain Dew Code Red, a cherry-flavored variant, was launched, becoming a major success.

The brand has also embraced partnerships with other companies, such as Taco Bell, to create exclusive flavors like Baja Blast. Baja blast, and many other flavors have been released, creating a very diverse product line.

The marketing of Mountain Dew has changed over the years, moving from the original hillbilly theme to more modern marketing that involves action sports, and gaming.

Mountain Dew Gamers Edition

Mountain Dew has a long history of associating itself with gaming, and this is most prominently seen in their “Game Fuel” line. This is a specific line of Mountain Dew products designed with gamers in mind.
 It often involves special flavors and promotional tie-ins with popular video game franchises.

Mountain Dew has partnered with major game developers and publishers for collaborations. Recent examples include collaborations with: “Diablo IV”, “World of Warcraft”.

The goal is to connect with the gaming community and provide a beverage that gamers can enjoy during their gaming sessions. It is also a very effective marketing tool, that draws in the gaming community.

Mountain Dew’s history is a story of adaptation and innovation. From its humble beginnings as a local mixer to its status as a global beverage giant, Mountain Dew has consistently evolved to meet the changing tastes of consumers.