Mountain Dew

Mountain Dew started as a whiskey mixer in the 1940s, invented by Tennessee bottlers Barney and Ally Hartman. The original formula was a small regional product until Bill Bridgforth revised it in 1958. William H. "Bill" Jones, general manager of the Tip Corporation, refined the recipe further and launched the modern version in 1961. By then, the Tip Corporation was near bankruptcy, but Jones convinced five bottlers to invest, securing exclusive rights to produce any flavors under the Mountain Dew name. In August 1964, Pepsi-Cola acquired the brand and production rights, expanding distribution across the United States and Canada.

The brand initially used a hillbilly theme with the tagline "Ya-hooo! It'll tickle your innards," developed in 1965. That image was abandoned in 1973 when Pepsi shifted to target a younger, outdoorsy generation. Mountain Dew connected itself with extreme sports, skateboards, BMX, NASCAR, and adrenaline-fueled activities, selling not just a drink but a lifestyle of rebellion and energy. In 2011, the logo was updated to the abbreviated "Mtn Dew" styling. As of 2024, the brand announced a return to its full name, with a redesigned label featuring relaxed angles and citrus-inspired hues.

Mountain Dew now offers dozens of flavors that change frequently. Core products include original Mountain Dew, Code Red (launched 2001), and Baja Blast (launched 2004 in partnership with Taco Bell). Recent additions include Dirty Mountain Dew and Baja Cabo Citrus. The brand has expanded into energy drinks as of 2021. Mountain Dew sponsors MLB as the official soft drink of Major League Baseball with Baja Blast, and it collaborates with brands like Trolli for candy collaborations. The company also runs the Dew Tasty Rewards loyalty program. [edit]