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Mountain Dew White Label was a Mountain Dew flavor pre-released in January 2017 alongside Green Label exclusively at approximately 600 colleges and universities, giving students a first taste of the unique new beverage. Due to high demand and positive reception, both were officially released in March 2017 nationwide as permanent flavors.
Description[]
Mountain Dew White Label was a Tropical Citrus (Pineapple Grapefruit) flavor of Mountain Dew and was white in color, described as a "Mysterious Exotic Dew."
The Label Series was defined as a "'Deeper, Darker, Dew' flavor, Made with Real Sugar, Crafted with Flavor and herbal bitters." The series was available in 16-ounce cans with a matte finish (similar to the later Mountain Dew Energy flavors), and White Label was also available alongside two other flavors: Black Label and Green Label.
Tagline[]
Its tagline was "DEW with Crafted Tropical Citrus Flavor with Other Natural Flavors."
History[]
In January 2017, White Label alongside Green Label was released exclusively at approximately 600 colleges and universities, giving students a first taste of the unique new beverage. The thirst for the darker and more mysterious side of DEW was clear as word quickly spread across social media networks and product flew off campus shelves. Due to their strong sales on college campuses, both were officially released in March 2017 nationwide as permanent flavors.
In late 2018, White Label was fully discontinued while Green Label was previously discontinued in early-to-mid 2018, followed by Black Label in late 2020.
Trivia[]
- White Label was featured on the YouTube channel myCountyMarket along with several other pre-release flavors of Mountain Dew from 2016 to 2019.
- Promotional material for the Label Series can be found here.
- White Label was one of the few flavors that used to have Real Sugar instead of High Fructose Corn Syrup.