Who owns Mountain Dew? Mountain Dew is owned by PepsiCo, a multinational food, snack, and beverage corporation. PepsiCo was formed through the merger of Pepsi-Cola and Frito-Lay in 1965. The company owns and manages a wide range of popular products and brands, including Pepsi, Lay’s, Gatorade, and Quaker. Mountain Dew is one of their well-known beverage brands, offering a variety of carbonated soft drinks.
Company History
Mountain Dew has a rich history that began in 1940 with Tennessee beverage bottlers Barney and Ally Hartman. They created the drink as a mixer for whiskey, naming it “Mountain Dew” after a slang term for moonshine. Over the decades, the brand underwent several transformations, changing hands before becoming part of PepsiCo’s portfolio. Each chapter in Mountain Dew’s journey reflects its evolution from a regional favorite to a globally recognized soft drink. Below is a summary of how the ownership has evolved over time:
1. 1940s:
The Hartman brothers, Barney and Ally, created the original Mountain Dew formula as a citrus-flavored soda for mixing with whiskey.
2. 1950s:
Bill Bridgewater, the owner of Tri-City Beverage, acquired the bottling rights to the Mountain Dew brand. At this time, the first-ever Mountain Dew bottles featuring the iconic “hillbilly” character on the label were produced.
3. 1964:
Pepsi-Cola Company (later renamed PepsiCo) acquired the Tip Corporation, a small bottler from Marion, Virginia, which held both the Mountain Dew brand and the production rights. This acquisition made PepsiCo the official owner of Mountain Dew.
4. 1966-1969:
PepsiCo made significant changes to the Mountain Dew brand, including revising the formula to give it a lighter, more citrusy flavor, while also changing the packaging and marketing strategy. Since the late 1960s, Mountain Dew has remained under the ownership of PepsiCo, which has continued to develop new flavors, marketing campaigns, and promotional strategies for the brand.
In summary, Mountain Dew was created by the Hartman brothers in 1940, which then became part of the Pepsi-Cola Company (now PepsiCo) in 1964. Since then, PepsiCo has owned and managed the Mountain Dew brand.
Who was the original founder?
Barney and Ally Hartman created Mountain Dew in the 1940s while working as beverage bottlers in Knoxville, Tennessee. They sought to develop a better mixer for bourbon and other alcohol, as existing options fell short of their expectations. Recognizing the need for improvement, they drew inspiration from a citrus-based soft drink called Natural Set Up, which sold regionally in Tennessee.
The brothers’ involvement in their father’s bottling company, Hartman Beverage, sparked their interest in creating new formulations. Through experimentation, they crafted the original Mountain Dew recipe, which offered a unique citrus flavor.
In 1948, they trademarked the name “Mountain Dew,” a slang term for moonshine, and designed a label featuring a hillbilly. Although the product gained local traction in Knoxville, it struggled to attract a broader audience.
In 1961, the Tip Corporation of Marion, Virginia, acquired the brand and formula. Bill Jones, a board member at Tip Corporation, revised the recipe by adding more sugar to enhance its brightness and appeal.
This improved formula significantly boosted Mountain Dew’s popularity. In 1964, PepsiCo purchased the Tip Corporation and Mountain Dew, integrating it into their portfolio. Under PepsiCo’s management, Mountain Dew evolved with bold marketing and new flavors, ensuring its lasting success and appeal to a global audience.
Evolution of Mountain Dew’s Identity
Mountain Dew has grown from a regional mixer to a global favorite under PepsiCo’s leadership. Its marketing evolution showcases adaptability and innovation. Initially designed with a hillbilly-themed label, the brand leaned on quirky charm to connect with customers. As the 1980s arrived, PepsiCo pivoted, targeting a younger, thrill-seeking audience.
The “Do the Dew” campaign embraced extreme sports and vibrant culture, establishing the brand as a symbol of energy and rebellion. Today, Mountain Dew continually reinvents itself with new flavors and collaborations, solidifying its place in PepsiCo’s beverage empire.
FAQs about Mountain Dew Ownership
Who owns the Mountain Dew brand?
Mountain Dew is owned by PepsiCo, one of the world’s leading food and beverage companies.
When did PepsiCo acquire Mountain Dew?
PepsiCo gained ownership of the Mountain Dew brand in 1964 when they acquired the Tip Corporation of Marion, Virginia.
Who created Mountain Dew?
Mountain Dew was originally invented in 1940 by Barney and Ally Hartman, two Tennessee beverage bottlers.
What is the purpose of Mountain Dew?
Mountain Dew was initially created as a mixer for whiskey but has since evolved into a popular and widely consumed standalone soft drink.
What flavors and variations does Mountain Dew offer?
Mountain Dew has a variety of flavors and variations, including original, Diet Mountain Dew, Code Red, LiveWire, Pitch Black, Baja Blast, and many others.
Sources for More Information
- PepsiCo – Official Website
- Wikipedia – Mountain Dew
- Statista – PepsiCo
- Food Business News – Pepsi-Cola’s New Product Development
Featured image provided by Sachin Mittal; Pexels; Thanks!
