LiveWire is a Mountain Dew flavor released in stores in the summertime in 2003, 2004, and then 2005 for a limited time in the United States. During its release, it proved to be massively successful. This introduction alone increased overall Mountain Dew sales by 10% in its first year, eventually making LiveWire a permanent flavor after its 2005 limited-time run.
Description
LiveWire is an Orange flavor of Mountain Dew, and is orange in color. It is very similar in both flavor and color to two other orange Mountain Dew flavors, Orange and Game Fuel (Charged Orange Storm).
Tagline
Its tagline is "DEW Sparked with Artificial Orange Flavor." while in international countries, its catchphrase is "DEW with a Blast of Orange Flavour."
History
2003 Limited-Time release
After the successful release of Code Red in May 2001, the parent company, PepsiCo, was inspired by this introduction, eventually creating multiple other flavors such as LiveWire in the Summer of 2003.
It was officially released to stores in Summer 2003 throughout stores nationwide in the United States for a limited time in various sizes: 20-ounce bottles, 2-liter bottles, 12-packs, 24-packs, 8-ounce cans, and 12-ounce cans.
When LiveWire was first released for a limited time in the United States, this introduction alone increased overall Mountain Dew sales by 10% in its first year. The parent company, PepsiCo, took note of it and decided to re-release it for the following year.
2004 Limited-Time release
After its first successful year on the market of the United States for a limited time in summer 2003, PepsiCo decided to re-release LiveWire for another limited time for the summer of 2004, which proved to be another successful run for the flavor.
2005 Limited-Time release
Since LiveWire's second year remained pretty successful, PepsiCo decided to re-release LiveWire in 2005 for a limited time one last time before making it a permanent flavor for the line-up of Mountain Dew flavors. If this drink succeeds PepsiCo's expectations from this limited-time release, eventually, it would be a permanent flavor later on.
After LiveWire's 2005 limited-time run, it succeeded PepsiCo's expectations and as a result became a permanent flavor. For reasons unknown, LiveWire, like White Out, became limited and unavailable in many areas in the United States and is harder to find than some other permanent flavors.
International release
Iraq
Much like Code Red's Iraq limited-time release from 2004/2005, LiveWire was released roughly the same time when Code Red was released. Though, not much is known about it. Released in cans.
New Zealand
LiveWire was introduced in New Zealand in 2011, alongside Pitch Black and Electro Shock.
Malaysia
In 2013, LiveWire was released in Malaysia alongside Pitch Black.
In 2014, DEWmocracy Malaysia took place. This promotion held an opportunity for LiveWire and Pitch Black alongside newcomer Blue Shock to be the next permanent Dew flavor in a national voting session for fans to vote on their favorite flavor. After a long steady battle between the three Dew flavors. LiveWire and Pitch Black lost to Blue Shock. Despite this, all three flavors remain available.
In 2017, LiveWire was renamed to Voltage, although its remains the same orange flavor and bears no resemblance to the Voltage found in all other countries that it was released in.
As of October 2021, this flavor is not listed on Etika Holdings' website, indicating that the flavor is very likely to be discontinued in the country. [1]
Singapore
In 2013, DEWmocracy Singapore took place. The promotion pitted LiveWire against classic flavor Pitch Black to determine the next permanent Dew flavor in a national voting session for fans to vote on their favorite of the two flavors. After a long steady battle between the two Dew flavors, LiveWire lost to Pitch Black in a live announcement on November 1st, 2013, and was discontinued shortly afterward.
The Philippines
In 2014, LiveWire and Pitch Black were released in The Philippines.
In 2016, DEWmocracy Philippines took place. LiveWire changed from a permanent flavor to a limited edition flavor despite its status as permanent in the past. The promotion pitted the drink against newcomer Blue Shock to determine the next permanent Dew flavor in a national voting session for fans to vote on their favorite of the two flavors. No winner was announced, and both Dew flavors were discontinued the following year.
Pakistan
In 2016, DEWmocracy Pakistan took place, which introduced LiveWire, Blue Shock, and Pitch Black into the country. The promotion pitted all three flavors in a battle to be the next permanent Dew flavor in a national voting session for fans to vote on their favorite of the three flavors. After a long steady battle between the three Dew flavors, LiveWire and Blue Shock lost to Pitch Black in a live announcement on August 1st, 2016, and it was discontinued shortly afterward.
South Korea
LiveWire was released in South Korea as "마운틴듀 라이브와이어" (Mountain Dew Live Wire) in April 2016, being the first new Mountain Dew flavor sold in the country since Wild Black in 2006.
Not much is currently known about this release, and it was likely released for only a short time. It is likely that it was discontinued sometime in the late- 2010s.
Australia
On February 9th, 2020, a r/MountainDew Reddit post showed that LiveWire was released as an exclusive freeze flavor at certain BP gas stations.
As of June 2022, it is unclear whether or not LiveWire is still available as an exclusive freeze flavor.
Trivia
- LiveWire was the first original limited-time Mountain Dew flavor in the United States, frequently released during the Summer, much like Baja Blast's frequent limited-time summer releases in recent times.
- LiveWire is one of the few Dew flavors to be permanent after a few runs for a limited time, not counting nationwide DEWmocracies. The only other Dew flavor to achieve this was Spark.
