PepsiCo is marketing the product toward beverage enthusiasts who “want to unwind – but with a touch of class.”
Students are getting a taste of this brand new high-end Mountain Dew first: Black Label will appear on 600 college campuses this fall around the country, with a national release planned for 2016. The suggested retail price for each 16-ounce can is $1.99. It also comes with a brand new slogan: Boldly Refined.
If this foray into fancier fizzes sounds familiar, that’s because Mountain Dew already has a craft soda. DewShine, also made with real sugar, was released this spring, “inspired by Dew's homebrewed mountain roots.”