Mountain dew history Mountain Dew is a caffeinated, sweet, citrus-flavored soft drink produced by PepsiCo, Inc. The formula invented back in the 1940s in Marion, Virginia and first marketed in Johnson City and Knoxville, Tennessee the south-eastern state of Tennessee, USA in 1948.
The name Mountain Dew was first trademarked by two brothers, Barney and Ally Hartman, who ran a bottling plant in Knoxville, Tennessee. Originally used as a mixer with whisky, it was a far cry from what it has become today, though people still mix it with various alcoholic beverages.
The perfect Mountain Dew taste many know and love today is credited to Bill Bridgforth, who joined the company in 1958. The original bottle was made to look as though it was a bootlegged beverage like those made in mountain stills and was decorated with hillbillies and outhouses, and pseudo-facts like 'Filled by Ed and Gene'.
It wasn't until after PepsiCo, Inc. bought Mountain Dew in 1964 that its appeal became nationwide. It has been introduced globally at various stages, but the USA remains its stronghold. The days of outhouses and hillbillies are past: the target audience is now different. Current Mountain Dew's commercials appeal to fun-seeking, wild, outdoorsy teenagers making Mountain Dew one of the popular soft drinks in America. Mountain dew history