Mountain Dew Thinks It Is Whiskey, Comes Out with Classy ‘Mtn Dew Black Label’
The neon-green luminescent soda of your childhood is getting a seriously adult upgrade. Mountain Dew announced the release of its new craft soda, Mtn Dew Black Label.Although the product sounds like it should contain alcohol, alas, it’s actually just a classy, handcrafted soda made with real sugar and “crafted with dark berry flavor and herbal bitters.”
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.”