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Mountain Dew introduces new malt-flavored soda, Johnson City Gold; announces contest for fans to re-name and re-design 'second batch'

Friday, August 10, 2012

This story ran in PEPline, PepsiCo’s global employee newsletter, and is proudly brought to you by a PepsiCo employee or a friend or family member of a PepsiCo employee.

Mountain Dew announced it wants fans to "Discover Gold" with the introduction of Johnson City Gold, a new malt-flavored soda inspired by Mountain Dew’s roots.

Beginning in mid-August, the “first batch” of Johnson City Gold will be available for a limited time in select Kroger stores across the Midwest and, starting Sept. 1, in 7-Eleven stores in the test markets of Denver and Charlotte, N.C. 

Mountain Dew also is inviting its fan base to put its stamp on the brand. Fans nationwide will be able to visit www.yourmaltdew.com for an opportunity to help re-name and re-design the package for the “second batch” of the malt-flavored DEW to best represent each of the six regions in the U.S. – South, Southwest, Northwest, Northeast, Great Plains and Great Lakes – and a chance to see their creations on store shelves in 2013 when the product is launched nationally.

“DEW has a legacy of collaborating with its most loyal fans, and we can’t think of a better way to introduce this unique, new product than to enlist their help in its creation,” said George Cox, brand marketing manager, Mountain Dew. 

For more information about Johnson City Gold, including store locations, visit the Mountain Dew Facebook page and click the “Discover Gold” tab.