ATLANTA -- Among 20-ounce sodas in convenience stores, Mountain Dew wears the crown in Georgia, according to a report in The Atlanta Journal-Constitution. PepsiCo said its citrus-flavored Mountain Dew is the state's best-selling soft drink in that category, no small feat in a land dominated by Atlanta-based The Coca-Cola Co.
Mountain Dew is emphasizing that message with a "Georgia Loves Dew" campaign, which includes sponsorships of local events. There's also a website, www.galovesdew.com, for discounts and help for fans trying to locate the drink.
"Our market share data tells us that Georgians love Dew," Pepsi spokesperson Gina Anderson told the newspaper. "We see the brand as having even more potential to grow in the region."
Coca-Cola declined to comment to the Journal-Constitution.
It's a significant development as both Coke and Pepsi try to find ways to grow their share of the carbonated sector, which has seen its volume numbers drop from their peak in the 1990s, said the report.
Mountain Dew, which was created in Tennessee, has worked its way to the top in Georgia by being a strong regional drink, experts said.
"Mountain Dew is a brand very much like Dr. Pepper that has very regional strengths," Beverage Digest's John Sicher told the paper. "It's got a very strong following in the parts of the Southeast and the Midwest."
Sicher said 20-ounce Mountain Dew is No. 1 in c-stores nationally as well, while Coke in the equivalent size is No. 5.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.