Mountain Dew is everywhere these days. This highly-caffeinated, electric-colored drink is marketed toward a young group looking to live life ~ above the edge. It"s not uncommon to see extreme sports prefer skateboarding or mountain biking in their ads, or people attending crowded concerts or participating in all-nighter video game binges. Your marketing campaign seems to work, too; as of 2018, hill Dew is the fourth most famous soda, with a 6 to seven percent overall market share. But, the wasn"t constantly that way. Follow to Appalachian Magazine, hill Dew had actually a rocky start. 


The initial creators, Barney and Ally Hartman, struggled to gain Dew to take it off, and they even tried to sell it to Coca-Cola in the beforehand days. Castle eventually discovered a the person who lives in Virginia"s guideline Corporation, who modified the drink to make it taste an ext citrus-forward. The transforms worked, and also the extremely flavorful, super caffeinated beverage came to be such a large hit the Pepsi bought the in 1964. The rest is history; Pepsi"s national distribution put hill Dew in people"s hands all about the country and also paved the means for hill Dew to construct several added flavors. 

You can think girlfriend know whatever there is to know about this neon drink, but its rocky background isn"t the only exciting tidbit around Mountain Dew.

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Mountain Dew soda was born in the foothills the the Smoky hills in Knoxville, Tennessee. Long prior to it ended up being a soda, the ax "mountain dew" was a nickname for moonshine. In the 1930s or "40s (sources differ on the year), brother Barney and also Ally Hartman created a mixer to do whiskey taste better. Knoxville historian and author, Jack Neely, told WBIR the the brothers "originally only made it for themselves," and their version didn"t have actually caffeine. In Fizz: just how Soda Shook up the World, writer Tristan Donovan walk on to define that the brothers" favorite bourbon mixer, a lemon-lime drink called Natural Set-Up, wasn"t easily accessible when they moved to Tennessee, so they determined to make their own.


The brother jokingly named the beverage mountain Dew after ~ the term"s nickname, joking that it tasted similar to moonshine when blended with liquor. They put a Tennessee moonshiner top top the logo and also marketed the drink together a "zero-proof hillbilly moonshine that will tickle yer innards." The pair expanded circulation outside Knoxville but sales stalled, and the firm began to battle after Barney Hartman tragically died of a heart attack. 


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The idea of mix brown liquor with vivid green soda doesn"t specifically sound appealing, yet luckily that wasn"t what the Hartman brothers to be doing. According to WBIR, the original hill Dew was a caffeine-free, clear colored, lemon-lime flavored beverage — comparable to 7UP or Sprite. The Hartman brothers sold hill Dew come the reminder Corporation the Marion, Virginia, but the drink needed a makeover to an increase sales.


Here"s where background gets a little murky. Some say the Bill Jones the the reminder Corporation started tweaking the formula, including a little tang come the drink. He reportedly brought cups filled with different formulas to local drug stores and also asked Marion citizens to tell the which was your favorite. Rather say that Johnson City, Tennessee, is the true home of hill Dew since Tri-City Beverages tree manager, bill Bridgeforth, started including his Tri-City Lemonade to hill Dew bottles, and also the more citrus-forward version took off. No issue which version is true, one thing is indisputable: mountain Dew came to be the electric-colored, very caffeinated beverage, and people love it.


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Today"s hill Dew deftly targets their advertising towards young males living amazing lifestyles, however that form of marketing happened long after Pepsi bought the brand in 1964. According to Tristan Donovan"s book Fizz: just how Soda Shook up the World, the original mountain Dew bottles to be decorated through a shoeless hillbilly who lugged a rifle and also a jug the moonshine. The picture was later expanded to display the hillbilly shooting at a government revenuer native an outhouse, a throwback to Prohibition times when mountain Dew to be a nickname for moonshine. 


Pepsi preserved the hillbilly photo when they bought the soda, hoping to capitalize on the popularity of the hillbilly way of life from The Beverly Hillbillies TV show. In the an initial Mountain Dew commercial in 1966, Pepsi featured the hillbillies shouting, "Ya-hooo, mountain Dew" and also went through a tagline that "It"ll tickle yore innards!" together time go on, Pepsi started marketing come a younger crowd, adopting the "Do the Dew" tagline and dropping the hillbillies little in exchange because that images and spokespeople that appealed to a more high-octane, thrill-seeking crowd. Lock eventually also dropped the unnecessary letters from their label, shortening their surname on cans and also bottles to Mtn Dew.


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Is hill Dew yellow, green, or a color that the English language can"t however describe? their marketing team insists it"s the latter. In an interview through BuzzFeed News, mountain Dew"s vice president of marketing, Greg Lyons, admits that they never explain the color in their advertising. He"d choose if we dubbed it "Mountain Dew color." as soon as the interviewer compelled the issue and asked for a actual adjective, he dubbed the iridescent soda "neon... That"s if you"re forcing me to describe it."


The ingredient that offers Mountain Dew its electrical color? The man-made food dye tartrazine, much better known as Yellow 5. This dye is FDA approved to give foodstuffs a an increase of yellow color, and it"s offered in rather high amounts in a soda as vibrant as Dew. Although no one knows whereby the rumor began, Snopes discredited the metropolitan myth the the dye will certainly shrink testicles, make a prick smaller, or reduced sperm counts. The doesn"t do it any less the a controversial ingredient, though. Suppliers in the us are forced to list Yellow 5 on an ingredient list as some people have a sensitivity to it, and also the ingredient is prohibition in Norway and Austria.


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Yellow 5 isn"t the just surprise ingredient in mountain Dew. There space several acquainted ingredients ~ above the mountain Dew label: carbonated water, high-fructose corn syrup (the soda industry"s sweetener of choice), citric acid (a cake flavoring ingredient that gives the drink that lemon-lime flavor), and also caffeine. Many of the continuing to be ingredients are used as a preservative, yet two that the ingredients was standing out: orange juice and also Brominated vegetables Oil (BVO).


Part of what offers Mountain Dew that tangy odor is the enhancement of focused orange juice. According to MEL Magazine, focused OJ has actually been filtered to remove all the water, resulting in a juice that"s 7 times more concentrated 보다 the original. They don"t use enough to provide any coherent vitamin C to your diet, however it"s enough to include a wallop the flavor. 

The other exciting ingredient is BVO. BVO"s function is to act together an emulsifier, helping to distribution the flavor same throughout the drink. It"s a controversial ingredient due to the fact that it"s likewise a patented fire retardant because that plastics, and it"s been banned in Europe and Japan. It"s generally taken into consideration safe come consume, though — you"ll discover it in about 10 percent of sodas and in many sports drinks.


When hill Dew to be re-tooled from gift a whiskey mixer come a stand-alone soda, among the points they included was caffeine. According to the facility for science in the general public Interest, a 12-ounce bottle of mountain Dew includes 54 milligrams (mg) of caffeine. That could not seem choose that much when compared to a 12-ounce Starbucks coffee"s 235 mg (ahem, sorry, we intended to say tall coffee). But, when compared to Coca-Cola Classic"s 34 mg and Pepsi"s 38 mg, it"s a big jump.


Caffeine provided to it is in a natural component of soda, ago when cola drinks actually extracted their flavor native the kola nut. That"s no the situation today, so drink manufacturers include caffeine together an added ingredient. In the 1980s, the U.S. Food and Drug administration (FDA) tried come eliminate included caffeine indigenous soft drinks. Manufacturers argued that caffeine was offered as a "flavor enhancer," and the company agreed come continue allowing it. Every that included caffeine in hill Dew doesn"t just keep friend alert, either; researches have found that high doses of caffeine have the right to lead come a to decrease in fat mass and body weight. Unfortunately, all the sugar probably counteracts the benefit.


Mountain Dew"s electric color has opened up doors for the soft drink company. They"ve released spin-off flavors in just about every color of the rainbow. There"s the exclude, Taco Bell flavor, hill Dew Baja Blast, through its epic aquamarine color and lime-forward flavor. In 2019, KFC announced their first exclusive hill Dew flavor, Sweet Lightning, a peach- and honey-flavored soda the was specifically created to pair well through the chain"s signature fried chicken. 


In enhancement to your exclusive restaurant deals, hill Dew has actually an incredible repertoire of flavors easily accessible at the grocery store. We"d love come over-caffeinate ourselves someday by do the efforts every single flavor of hill Dew, yet there room so plenty of to shot and we do like to sleep from time come time. Luckily, a writer at Vice go it for us. Some of the height flavors include the vibrant orange Live Wire, dark berry black color Label, and Code Red — a copycat of the an initial Mountain Dew spin-off that come out in 1988. Various other flavors the rank highly incorporate the Voltage and also Live Wire. Mountain Dew isn"t satisfied v their suite the flavors, since they"re constantly testing out brand-new flavors (like the Doritos-flavored mountain Dew aptly called Dewritos that was tested at universities in 2014). You never recognize what they"ll come up through next!


Mountain Dew has actually rolled out several throwback versions, including a hill Dew Throwback make with actual sugar released in 2009. Your 2015 version — referred to as DEWshine — didn"t fare together well. The clean soda looked very comparable to the original lemon-lime version, and also it to be made with real sugar (like the original). What made the unpopular was the criticism the it blurred the lines between alcoholic and also nonalcoholic beverages. Unlike most American soda, DEWshine was released in clear glass bottles, which USA Today commented looked very similar to handmade beer. The party were plainly labeled as "non-alcoholic," yet the TV advertisement marketed the product together "available legally for the first time"


The watch wasn"t the only conflict surrounding this release. Dewshine is likewise a nickname for mountain Dew blended with gyeongju fuel, a mixture that has actually proven deadly. The Centers for condition Control (CDC) warned that racing fuel is almost entirely written of methanol, and also consuming just one tablespoon is deadly. It"s not surprising that hill Dew eventually discontinued DEWshine. 


Limited version food items can be great, however they can also be disastrous. Buffalo Wild Wing"s 2015 mountain Dew wings are definitely a good example of a mountain Dew smell that simply didn"t occupational out. A reviewer in ~ the Huffington Post explained it as throat-burning with "a weird synthetic lime-y flavor." No, say thanks to you! Japan"s mountain Dew-flavored Cheetos was an in similar way weird, but they had more of a cult following. Lock weren"t available for long, however they were fine sought after, regardless of mixed reviews. According to Redditors, the chips tasted favor "sweet lemon lime chips" — weird, but not necessarily gross. 


It"s not mountain Dew"s first collaboration v Frito-Lay (another PepsiCo-owned company). In 2008, Doritos exit their secret flavored Doritos Quest, which was later on revealed as hill Dew. Tasters at The Takeout explained the chips as being "indistinctly citrus with an odd tang." choose the Cheetos, they weren"t necessarily disgusting, however they did have actually an odd sweetness for a savory chip.


In what needs to be among the many bizarre legitimate defenses around, Pepsi defended a lawsuit by prove that hill Dew is acidic enough to dissolve a mouse. In 2008, Ronald sphere bought a have the right to of hill Dew the he asserted contained a dead mouse, causing him to end up being violently ill ~ the very first sip. He filed suit against PepsiCo (Mountain Dew"s parental company), seek $75,000 in damages.


In their defense, Pepsi it is registered an affidavit by veterinary Lawrence McGill, who testified the a computer mouse submerged in one acidic fluid (such as mountain Dew) would "have no calcium in the bones" after four to seven days. By 30 days of exposure, a computer mouse would fully disintegrate, to the point that it would certainly actually transform into "a "jelly-like" substance." due to the fact that Ball opened the have the right to 74 days after it was packaged, Pepsi claims it would be impossible to uncover an undamaged mouse inside the can. Various other experts, however, disputed that claim. 

Can us say gross? The Madison Record reported that, if Pepsi ongoing to refuse liability, the sue was cleared up out of court because that an undisclosed amount.

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If you"re a large Mountain Dew fan, you could not want to read this part. Like many soft drinks, mountain Dew is loaded with sugar. Spoon University measured out a 20-ounce bottle"s 77 grams the sugar, and also it"s the identical of what you would uncover in end eight sugar cookies. Most of us have the right to down a party of soda in a couple of minutes flat, but can girlfriend imagine eating that numerous cookies in one sitting? Let"s think about it an additional way: Harvard college of public Health approximates that every tespoon of street weighs about 4.2 grams. For this reason our 77 grams is 18 teaspoons. Yikes!


Mountain Dew isn"t alone in the street department, either. Plenty of Minute Maid juices clock in above 70 grams of sugar, together does Mug source Beer and also all the spices of Fanta. We"re not saying it"s all bad — there space a the majority of false facts around sugar that you could think space true — but it does make you think twice about grabbing a 2nd soda in one sitting.


Mountain Dew has released part pretty killer ads in the previous — including the Puppymonkeybaby ad that created 2.2 million virtual views and also over 300,000 society interactions throughout the 2016 Superbowl (according come Cleveland.com). Unfortunately, a 2019 "Dewnited States," marketing campaign resulted in part pretty ashamed results. The will was to feature a distinctive bottle architecture for each of the 50 states together with their newest flavor, a blend of 50 different flavors combined in one called Liberty Brew. 


When castle released your map of the joined States, lock shaded each state v a different shade or pattern. Instead of including the top Peninsula through Michigan, they mistakenly shaded that the same shade as Wisconsin. The peninsula"s main twitter account win back, calling out hill Dew: "I