PepsiCo Shines Light on New Mtn Dew

DEWshine to hit shelves next week in glass bottles

PURCHASE, N.Y. -- A new extension of the Mtn Dew brand will get the premium-beverage treatment with packaging in glass bottles and merchandising in 4-pack containers.

Mtn Dew Dewshine

PepsiCo will bring Mtn Dew DEWshine to store shelves March 23; a 12-oz. single-serve will sell for $1 to $1.49, and a four-pack for $3.99, according to a report in USA Today.

It's a clear citrus Dew made with real sugar, "inspired by the brand's roots in the backwoods of Tennessee," Jennifer Ryan, a Mountain Dew spokeswoman, told the newspaper.

The soda is described as a "clear citrus-flavored Dew" made with real sugar.

Industry watchers are calling the rollout a move toward "craft sodas, picking up on the growing craft trend in the beer category.

Craft branding for products of any kind is on-trend with Millennials, cultural trends expert Irma Zandl told the newspaper. "Craft beers are extremely popular, but I haven't seen craft sodas get the same kind of traction," she said.

The rollout follows last year's introduction of Caleb's Kola by PepsiCo. That soda is made with Fair Trade cane sugar and kola nuts from Africa.

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