In 1958, the Mountain Dew formula was purchased by Bill Bridgforth, who refined the flavor and branding. Bridgforth's version of Mountain Dew gained regional popularity, but it was the involvement of the Tip Corporation in the early 1960s that propelled the drink to national fame. The Tip Corporation, led by Charles Gordon, acquired the Mountain Dew brand and introduced a new, more appealing formula developed by William H. "Bill" Jones. This reformulated version featured a bolder citrus taste and a more vibrant brand identity.
Mountain Dew's success continued to grow, leading to its acquisition by the Pepsi-Cola Company in 1964. Under Pepsi's ownership, Mountain Dew was marketed aggressively, and its distribution expanded significantly. The brand's distinctive green color, high caffeine content, and bold, energetic advertising campaigns resonated with consumers, particularly young people and extreme sports enthusiasts. By the 1990s, Mountain Dew had firmly established itself as a key player in the soft drink industry.
Over the decades, Mountain Dew has introduced various flavor extensions and limited-edition products, further cementing its place in the beverage market. Variants such as Code Red (2001), Baja Blast (2004), and Voltage (2008) have garnered dedicated fan bases. In recent years, Mountain Dew has expanded into new categories, including energy drinks like Mountain Dew Energy and alcoholic beverages like Hard Mountain Dew, catering to evolving consumer preferences.
With ongoing collaborations, digital marketing campaigns, and sponsorships in gaming and esports, Mountain Dew remains a beloved soft drink. As health-conscious trends emerge, PepsiCo has also experimented with lower-sugar and zero-sugar versions to meet consumer demand. Today, Mountain Dew continues to refresh and energize millions worldwide, maintaining its status as an iconic and ever-evolving beverage brand.
Mountain Dew: A History of Innovation and Success
