Tags: mountain dew | dewshine | craft | soda

Mountain Dew's DEWShine Hops on 'Craft' Bandwagon With Natural Soft Drink

By    |   Friday, 13 Mar 2015 02:52 PM

Mountain Dew launches its new Mtn DEWShine soda on March 23, riding the coattails of trendy craft beers with a retro label and a long-necked glass bottle some say makes it look like beer.

The new beverage is clear in color and made from real sugar, a citrus Dew that a spokeswoman told USA Today was “inspired by the brand’s roots in the backwoods of Tennessee.”

The packaging and advertising of Mountain Dew’s newest product is getting a lot of attention, both for the fact that it’s tapping into the craft trend and because some say it looks like alcohol.

"The line between alcoholic and non-alcoholic beverages is intentionally being blurred by producers of both," Michael Scippa, director of public affairs at the advocacy group Alcohol Justice, told USA Today. "Producers of high-sugar-content and high-alcohol-content beverages grow their markets by appealing to young people."

The name, DEWShine, clearly confuses some people:


John Sicher, Beverage Digest publisher, told USA Today the long-necked bottles are simply a way to indicate premium products.

“I don't believe PepsiCo will try to market this to look like beer. That makes no sense, and they are too smart to do that," he said.

Owned by PepsiCo, Mountain Dew is the fourth-largest soda brand, Sicher told the newspaper, and its market share has inched up in the last decade.

Food Business News pointed out that DEWShine and Mountain Dew’s other new product, Kickstart, all tap into the health market by getting rid of high-fructose corn syrup.


This isn’t the first unique soda Mountain Dew has put out. In 2012, the company released Johnson City Gold, a malt-flavored soda that wasn't alcoholic but also had a label designed to look as if it was.

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Mountain Dew launches its new Mtn DEWShine soda on March 23, riding the coattails of trendy craft beers with a retro label and a long-necked glass bottle some say makes it look like beer.
mountain dew, dewshine, craft, soda
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2015-52-13
Friday, 13 Mar 2015 02:52 PM
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