Mountain Dew is a popular drink distributed and manufactured by PepsiCo. The main formula was invented in Knoxville, Tennessee, named and first marketed in Knoxville and Johnson City, TN in the 40's, then by the Minges family in Fayetteville, North Carolina and across the United States in 1964. When removed from its characteristic green bottle, Mountain Dew is bright yellow-green and semi-opaque.

As of 2007, Mountain Dew was the fourth-best-selling carbonated soft drink in the United States, behind only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet Mountain Dew ranked ninth in sales in the same year.

Ingredients

Mountain Dew lists its ingredients as:

• Carbonated water
• High fructose corn syrup (HFCS)
• Concentrated orange juice and other natural flavors
• Citric acid
• Thiamin Hydrochloride
• Sodium benzoate (preserves freshness)
• Caffeine (55.2 mg per 12 oz. 355ml)
• Sodium citrate
• Gum arabic
• Erythorbic acid (preserves freshness)
• Calcium disodium EDTA (to protect flavor)
• Brominated vegetable oil
• Yellow 5

Removed Ingredients

• lithium citrate
• Sugar

Mountain Dew (and its energy drink counterpart known as AMP) often incurs the disapproval of some health experts due to its relatively high caffeine content for a soft drink (or energy drink). However, Mountain Dew marketed in Australia and Canada (see Dew Fuel/Mountain Dew Energy varieties below) – as well as several U.S. states – has no caffeine added at all (Health Canada prohibits caffeine in non-cola soft drinks, and Australia has a similar lawFact: date=July 2008). Nevertheless, Mountain Dew contains tartrazine (“FD&C Yellow No. 5” in the US), which could lead to allergic reactions in some people. This has also led to an urban legend that the Yellow No. 5 in Mountain Dew reduces the sperm count of male drinkers. Mountain Dew, like many citrus flavored sodas, contains citric acid and sodium benzoate.

Although the original formulation of Diet Mountain Dew solely contained aspartame as a sweetener, the recently reformulated Diet Mountain Dew, advertised on its packaging as having a "Tuned Up Taste", contains three non-nutritive sweeteners: aspartame, acesulfame potassium, and sucralose.

Marketing and promotion

Marketing efforts, 2002–2007

Today's target demographic is radically different. The drink is mainly marketed to people in the 12-30 year old demographic group, creating a connection to outdoor activities like extreme sports and to the video game culture. Mountain Dew is the tour title sponsor of the extreme sports event the AST Dew Tour. The name Mountain Dew was first trademarked by two brothers, Barney and Ally Hartman, who ran a bottling plant in Knoxville, Tennessee.