After 14 years, Mountain Dew is reviving its original name, moving away from the abbreviated “MTN Dew” that has been on its labels since 2009. The change marks a return to the brand’s roots and aligns with a refreshed visual identity aimed at celebrating the brand’s adventurous spirit.
“Mountain Dew has been a standout in our beverage lineup for a long time, consistently popular with our shoppers for its bold flavor and unique identity,” said Kris Romeril, senior category manager at Associated Food Stores. “With the brand’s return to its full name and a new, adventurous design, we’re excited to see it continue to resonate with our customers and drive excitement in the beverage aisle.”
The redesigned label, crafted by PepsiCo Design & Innovation, features “relaxed angles” and bright, citrus-inspired hues intended to evoke the feeling of enjoying a can of Mountain Dew in the outdoors with friends. This rebranding reflects Mountain Dew’s commitment to connecting with its heritage and reigniting the adventurous ethos that has defined its image for decades.
Mountain Dew has maintained strong national sales, solidifying its position as one of the top-performing soft drinks in the U.S. The brand’s unique flavor profile has cultivated a loyal customer base, particularly appealing to younger consumers who are drawn to its high-energy branding and marketing campaigns. In recent years, Mountain Dew has been one of PepsiCo’s key products contributing to its beverage revenue, alongside other flagship brands. Its performance is further bolstered by creative product variations and limited-time offerings that continue to engage consumers and drive sales momentum.
“Dew loyalists are all around, and the brand continues to gain momentum with younger generations every time they launch one of their seasonal limited-time offer flavors,” said Kris. “We should see more great innovation next year. With the launch of their new ‘retro’ logo and the ‘Mountain Dude,’ it should be a lot of fun.”
The new logo will start appearing in stores during the summer of 2025. Retailers and team members will get a sneak peek at the new look at FoodShow 2025.