Unforgotten Brands: Mountain Dew

While America was busy shaping history through wars, revolutions, and new technologies, a tangy, neon-green beverage was quietly making waves on its own, carving out a vibrant legacy that continues to energise generations today. This is the story of Mountain Dew, a drink that defied the odds, starting from the Appalachian backwoods to becoming an international sensation.

Humble Beginnings: A Mixer Born from Necessity

Mountain Dew’s story starts in the 1940s, when Tennessee bartenders Barney and Ally Hartman, frustrated by the lack of a suitable soda mixer for whisky, decided to create their own. They concocted a citrusy, carbonated drink that could hold its own against the bite of liquor — a drink that whispered (and sometimes shouted) its moonshine roots.

Interestingly, the name “Mountain Dew” wasn’t just clever marketing — it was authentic slang for homemade whisky in the Southern hills, a nod to its rebellious spirit that continues to define the brand even today.

The Early Formulas and a Game-Changing Tweak

While the Hartmans poured the first glass, beverage chemist Bill Bridgforth refined the drink into the Mountain Dew we recognise today, in 1958. His critical adjustments fixed carbonation issues and improved the flavour, making it more palatable for a broader audience.

Further refinements came when William H. “Bill” Jones of Tip Corporation took the baton, launching an even more polished version in 1961. This foundation helped transform Mountain Dew from a quirky local favourite into a national powerhouse.

PepsiCo Steps In: Dew Goes National

In 1964, Pepsi-Cola Company recognised Mountain Dew’s potential and acquired the brand from Tip Corporation. Armed with Pepsi’s national distribution strength, Mountain Dew exploded across the United States, from bustling urban streets to sleepy small towns, quickly claiming its place as a beloved American classic.

With PepsiCo’s support, Mountain Dew also began shifting its image — from a down-home hillbilly drink to a youthful, energetic brand that spoke to the rebellious spirit of the 1960s counterculture.

Evolution of the Brand: Logos, Labels, and Legends

Mountain Dew’s marketing has always played into its rugged, adventurous roots. Early bottles famously featured a cartoon hillbilly character, “Willy the Hillbilly”, hooting “Yahoo, Mountain Dew!” in vibrant, folksy fonts.

As the decades rolled on, the branding evolved — from outdoorsy ruggedness in the ’70s to extreme sports energy in the ’90s. The logo underwent multiple transformations, including a bold “Mtn Dew” abbreviation in 2008. However, in 2024, PepsiCo announced a significant rebranding, restoring the original “Mountain” spelling and incorporating classic mountain scenery into its design — a tribute to its storied past.

Ingredient Tweaks: Goodbye, Brominated Vegetable Oil

Mountain Dew’s early formulas contained brominated vegetable oil (BVO) as an emulsifier. Though approved by the FDA, growing health concerns and international bans led to social media outrage in the 2010s. Under mounting pressure, PepsiCo phased out BVO from Mountain Dew by 2012, ensuring its beloved drink could maintain its glow without controversial additives.

Myths and Urban Legends: The Sperm Count Saga

No story about Mountain Dew would be complete without addressing one of the wildest rumours: that the drink could lower sperm count due to its use of tartrazine (a yellow food dye). Despite a total lack of scientific evidence, this urban legend stubbornly persists — fuelled more by late-night whispers and internet memes than fact.

In truth, Mountain Dew’s risks have always been more about cavities and caffeine highs than any mythical fertility crisis.

Expanding the Dew Universe: New Flavours and Experiments

For decades, there was only the original, citrus-flavoured Mountain Dew. However, 1988 saw the introduction of Diet Mountain Dew and the brief appearance of Mountain Dew Red, a short-lived variant. It wasn’t until 2001 that Mountain Dew embraced flavour experimentation with the debut of Code Red, a cherry-flavored twist that became a cult favourite.

Since then, Mountain Dew has launched a parade of speciality flavours, limited editions, and region-specific releases, from Baja Blast to Voltage — continually reinventing itself to capture new fans.

Fun Crossovers: Doritos Quest and Cyber Legends

In 2009, Doritos launched a mystery chip flavour named “Quest”. Fans were stunned when it turned out to be Mountain Dew-flavoured — a bizarre yet fitting union of salty crunch and sweet electric tang. Though it didn’t last long, it left a lasting impression as one of the most unexpected brand mashups.

Mountain Dew also achieved an odd bit of cyber-infamy: in 2001, when the “Code Red” computer worm was discovered, it was named after the Mountain Dew Code Red soda a programmer was drinking. This was a random coincidence but another quirky feather in Dew’s colourful cap.

Dew Around the World: Global Expansion and Challenges

Mountain Dew’s journey didn’t stop at American shores. Production began in the UK in 1996 but fizzled out by 1998. A new version, “Mountain Dew Energy”, returned in 2010, later rebranded as “Mountain Dew Citrus Blast” to better align with health-conscious trends.

Despite regional tweaks and challenges, Mountain Dew remains one of PepsiCo’s top performers.

Conclusion: More Than Just a Soda

Mountain Dew isn’t just a drink — it’s a cultural phenomenon. Born in the Tennessee hills, refined by chemists, adopted by rebels, and propelled to global fame, Mountain Dew’s story is one of resilience, adaptation, and sheer electric energy.

Today, every drink can be cracked open, which is not just a burst of tangy refreshment — it’s a reminder of the bold spirit that made Mountain Dew a legend.