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Beverages

New Dew Line Targets Gamers

Amp Game Fuel will launch in January
Photograph courtesy of PepsiCo

PURCHASE, N.Y. — After teasing the product at the 2018 NACS Show in October, PepsiCo announced it will officially launch its new Mountain Dew Amp Game Fuel drink in January.

Intended for the world of video game play, Mtn Dew Amp Game Fuel is a combination of carbonated soft drinks, energy drinks, juice and sports drinks. And its ingredients have "shown to improve accuracy and alertness," the company said.

"Knowing gaming is an endurance sport, we listened to what players have been asking for when it comes to a beverage," said Erin Chin, senior director of marketing for Mountain Dew. "Mtn Dew Amp Game Fuel is the first-ever drink created specifically for gamers and stands in its own category. It has energy credentials with its vitamin-charged and caffeine-boosted formula, and we can't wait to share it with the gaming world come January."

In the first marketing campaign for the drink, Mtn Dew Amp Game Fuel is sponsoring the Call of Duty World League. Players at the upcoming Las Vegas competition, taking place Dec. 7-9, will get an exclusive first taste of Mtn Dew Amp Game Fuel ahead of its 2019 launch.

Mtn Dew Amp Game Fuel is also expanding its gaming roster with the addition of OpTic Gaming, an esports, media and entertainment organization. "We are grateful to partner with such a prestigious beverage brand, as they share in the belief of our core values: precision and focus," said Ryan Musselman, president of Infinite Esports & Entertainment. "We look forward to helping launch the Mtn Dew Amp Game Fuel brand and are excited for all of the new content and opportunities they will bring for the Green Wall," a reference to one of the Call of Duty World League's training events.

In addition to creating the Mtn Dew Amp Game Fuel drink specifically for gamers, the product can was specifically designed to consider how gamers play. The resealable lid, created by Xolution, which specializes in innovative packaging solutions, allows for more uninterrupted game play and easy opening, the company said. The can's no-slip grip mirrors the sensory design of accessories and hardware in gaming.

Mtn Dew Amp Game Fuel will launch all four of its flavors—Charged Cherry Burst, Charged Berry Blast, Charged Tropical Strike and Charged Original Dew—in retail stores nationwide on Jan. 14, 2019, in 16-ounce cans. Consumers will be able to find it in the energy door of retail stores nationwide, the Purchase, N.Y., company said.

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