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LiveWire

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 has an orange look, having a comparable tasting flavor and color to that of Kickstart (Energizing Orange Citrus).

Tagline

Its current tagline, used since 2021, is "DEW Sparked with Artificial Orange Flavor." Its previous tagline, used from 2017 until 2021, was "DEW Sparked with Natural & Artificial Orange Flavor." From 2004 until 2017, its tagline was "DEW Sparked with Orange. Naturally and Artificially Flavored."

Its prototype tagline was "Ignited with Orange Flavor.", while its first release in 2003 had a tagline that read "Orange Ignited. Naturally and Artificially Flavored."

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, PepsiCo was inspired by this introduction, eventually creating multiple other flavors such as LiveWire in the Summer of 2003[1].

It was officially released to stores in the Summer of 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. It was also available in Slurpee[2] form exclusively for many years until around 2009.

When LiveWire was first released for a limited time in the United States, its introduction alone increased overall Mountain Dew sales by 10% in its first year[3]. 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 in Summer 2004, which proved to be another successful run for the flavor.

2005 limited-time release

Since LiveWire's second year remained 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.

After LiveWire's 2005 limited-time run, it succeeded PepsiCo's expectations and became a permanent flavor. For reasons unknown, LiveWire, like White Out, became limited and unavailable in many areas in the United States. As a result, both of these flavors are more elusive and difficult to find than other permanent flavors.

Variants

2023 Hard Variant

Main article: Hard LiveWire

On October 3rd 2022, it was announced at NACS that there was going to be a LiveWire inspired permanent addition to the Hard Mountain Dew line. It started to show up in late February 2023 in 24 ounce single cans.

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. However, there isn't much known about this release other than it was released in cans.

New Zealand

LiveWire was introduced in New Zealand in 2011, alongside Pitch Black and Electro Shock. While the other two flavors have since been discontinued, LiveWire remains available in the country as of 2022.

Malaysia

In 2013, Pitch Black was released in Malaysia alongside Pitch Black by Permanis Malaysia, later named Etika Holdings.[4]

In 2014, DEWmocracy Malaysia took place. This promotion held an opportunity for LiveWire and Pitch Black with newcomer Blue Shock to be 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. As DEWmocracy Malaysia was conducted to see which was the country's favorite Mountain Dew variety, all three flavors remain available.

In 2017, LiveWire was renamed to Voltage, although it remains the same orange flavor and bears no resemblance to the Voltage found in all other countries where the latter was released in.

As of October 2021, this flavor is not listed on Etika Holdings' website, indicating that the flavor most likely discontinued in the country. [5]

Singapore

In 2013, DEWmocracy Singapore took place. The promotion pitted LiveWire against 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 winning flavor were 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.

There isn't much known about this release, and it was likely released for only a short time before 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. After that Reddit post, there weren't any other updates for the LiveWire freeze in Australia.

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 back then.
  • LiveWire is one of the few Mountain Dew flavors to be permanent after a few limited-time runs, not counting nationwide DEWmocracies. The only other flavor to achieve this was Spark.

References

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