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Dewshine was a Mountain Dew flavor officially released on March 23rd, 2015 and was discontinued in 2017. It had an advertising campaign with an "old school" retro look reminiscent of and inspired by the brand's roots in the backwoods of Tennessee.
Description[]
Dewshine was a Clear Citrus flavor of Mountain Dew. It was clear in color, with a flavor profile comparable to Real Sugar and Johnson City Gold.
Tagline[]
Its tagline was "Clear Citrus Flavored DEW. Naturally & Artificially Flavored."
Differences[]
Dewshine contains 42 grams of real sugar per 12-ounce bottle, while most other flavors have 46 grams of high fructose corn syrup and other sweeteners. Additionally, Dewshine does not include orange juice, which is a common ingredient in other flavors, unlike the Zero Sugar flavors which doesn't have added juice. Unlike modern conventional beverages that are typically sold in cans or plastic bottles, Dewshine is available only in glass bottles and jugs.
History[]
On July 7th, 2014, PepsiCo filed[1] a trademark name for Dewshine titled "MTN DEW DEW SHINE" and later filed another trademark name on January 27th, 2015[2] titled "DEWSHINE."
In January 2015,[3] photographs of unreleased glass bottles of Dewshine were shared on social media. At that time, no release date or additional information was provided until March 2015.
On March 23rd, 2015,[4] Dewshine was officially released. At the time of its launch, PepsiCo did not clarify whether Dewshine was a limited-time or permanent flavor. This ambiguity led many people to mistakenly believe it was a "limited edition" soda.
In April 2015,[5] a Circle K-exclusive offer was introduced at participating Circle K gas stations. For every four bottles of Dewshine purchased, customers received a code to enter for a chance to win a free limited edition mason jar[6]. Shoppers were allowed to obtain up to three codes on a single receipt, meaning they could buy all 12 bottles at once and receive their codes.[7]
This promotion contributed to the misunderstanding that Dewshine was a "limited edition" soda as one source incorrectly called it that[8], as the mason jars were labeled as such, while the four-pack of glass bottles did not indicate that they were limited edition.
After the heavy promotion of Dewshine in 2015, the following year, 2016, was somewhat disrupted[9] and did not have any significant marketing campaigns, resulting in its eventual discontinuation in 2017.[10]
Trivia[]
- Dewshine was the first clear Mountain Dew flavor produced. Subsequent clear flavors may be found here.
- In March 2015,[11] Dale Jr. unveiled the Mountain Dew Dewshine #88 paint scheme. This paint scheme was featured at the 2015 Food City 500, held on April 19th, 2015[12], where Dale Jr. finished in 16th place.
- There was a website[13] that explained the origin story of Dewshine, which was inspired by the brand’s roots in the backwoods of Tennessee. At that time, "moonshine" referred to illegally produced alcohol and whiskey. PepsiCo aimed to honor this heritage by branding Dewshine to resemble it, promoting it as "available legally for the first time," labeling the glass bottles as "non-alcoholic," and using Willy the Hillbilly as its mascot.
- In September 2015, there was another marketing promotion[14] called "Rebel Sprits"[15] on Facebook and Twitter that gave away DEWshine books.[16]
- Promotional material for Dewshine can be found here.[17]
- Dewshine was one of the few flavors that used to have Real Sugar instead of High Fructose Corn Syrup.
References[]
- ↑ https://uspto.report/TM/86354174
- ↑ https://uspto.report/TM/86515559
- ↑ https://www.theimpulsivebuy.com/wordpress/2015/01/26/coming-soon-mountain-dew-dew-shine/
- ↑ https://www.usatoday.com/story/money/2015/03/12/mountain-dew-beverages-dewshine-soft-drinks-soda/70210686/
- ↑ https://web.archive.org/web/20150419110331/http://www.mtndewkid.com/mountain-dew/dew-shine-jar-mugs-at-circle-k/
- ↑ https://www.facebook.com/photo.php?fbid=10153258052531489
- ↑ https://www.facebook.com/photo.php?fbid=10153258040101489
- ↑ https://mahaska.com/mountain-dew-dewshine-release/
- ↑ https://www.cnn.com/2016/01/27/health/tennessee-teenagers-die-dewshine/index.html
- ↑ https://x.com/MountainDew/status/864119860162420737
- ↑ https://www.hendrickmotorsports.com/photos/52815/dale-earnhardt-jr-unveils-mountain-dew-dewshine-scheme-for-bristol
- ↑ https://www.youtube.com/watch?v=U6wnq7uxSFc
- ↑ https://web.archive.org/web/20160310071402/http://www.mountaindew.com/dewshine/
- ↑ https://www.facebook.com/watch/?v=10153593961346489
- ↑ https://web.archive.org/web/20150906223802/https://www.mountaindew.com/dewshine-rebel-spirits-rules/
- ↑ https://cargocollective.com/Jamiegivenz/Mtn-Dew-DEWshine-Book
- ↑ https://www.jimwrightphotography.com/commissioned/9tpjleqz06dg1uo0gvw1ghx9jxiri6