Page Contents
What happened to Mountain Dew’s DEWshine?
Mountain Dew’s DEWshine was a flavour introduced by the popular cola brand in 2015. The unique drink was intended to pay homage to the brand’s Tennessee roots, and was marketed as a clear, citrus-flavoured beverage. However, despite its name, DEWshine was not an alcoholic beverage. It attracted attention for its distinctive clear glass bottles, which some believed resembled beer bottles.
The controversy
Shortly after its launch, DEWshine attracted the attention of an alcohol advocacy group called Alcohol Justice. The group’s director of public affairs, Michael Scippa, expressed concern that the bottle’s design was designed to encourage children and young people to consume the sugary drink. However, PepsiCo, Mountain Dew’s parent company, refuted these claims, stating that similar bottle designs have been used in the past.
Ole Smoky Moonshine Distillery, an alcohol brand, also joined the controversy, claiming that DEWshine’s name and bottle design were misleading. They argued that “DEWshine” was a play on the term “moonshine” and pointed to text on PepsiCo’s website stating that the drink was “available legally for the first time”. In response, Mountain Dew denied that the bottle design was intended to mislead consumers.
The dispute arose when Ole Smoky Moonshine attempted to register the trademark “Ole Smoky Mountain Dew Moonshine”, associating its alcoholic beverage with the popular soda brand. PepsiCo opposed the trademark application, claiming that it was Ole Smoky Distillery that was being misleading by associating itself with the Mountain Dew brand. This legal battle led to further controversy surrounding DEWshine.
The discontinuation
Sadly, despite its initial appeal to young consumers, DEWshine eventually joined the long list of discontinued Mountain Dew flavours. The exact reasons for its discontinuation are not explicitly stated in the available information. However, it is worth noting that the controversy surrounding the bottle design and the legal battle with Ole Smoky Moonshine Distillery may have played a role in the decision to discontinue the product.
Dissolution
In 2019, Ole Smoky Moonshine Distillery decided to relinquish its rights to the “Ole Smoky Mountain Dew Moonshine” trademark. This move allowed the term to be used widely, indicating that the legal battle with PepsiCo was over. By then, however, DEWshine had been discontinued for two years.
Conclusion
Mountain Dew’s DEWshine was a short-lived flavour designed to capture the essence of the brand’s Tennessee roots. Despite its initial popularity, the drink was controversial due to its bottle design and association with the term “moonshine”. Eventually, DEWshine was discontinued and the legal battle between PepsiCo and Ole Smoky Moonshine Distillery was settled. DEWshine may no longer be available, but it remains a notable part of Mountain Dew’s flavour history.
FAQS
DEWshine was a flavour introduced by Mountain Dew in 2015. It was a clear, citrus-flavoured drink that paid homage to the brand’s roots in Tennessee.
Why was DEWshine controversial?
DEWshine was controversial because of its bottle design, which resembled beer bottles, and its association with the term “moonshine”. Concerns were raised that the design could encourage children and young adults to consume the sugary drink.
Who objected to DEWshine’s bottle design?
An alcohol advocacy group called Alcohol Justice opposed DEWshine’s bottle design, raising concerns about its potential appeal to young consumers. In addition, the Ole Smoky Moonshine Distillery claimed that the design was misleading and played on the term “moonshine”.
What was the legal battle about DEWshine?
The legal battle involved PepsiCo, the parent company of Mountain Dew, opposing Ole Smoky Moonshine Distillery’s attempt to trademark “Ole Smoky Mountain Dew Moonshine”. PepsiCo argued that the association of the term “Mountain Dew” with the alcoholic beverage was misleading.
Why was DEWshine discontinued?
The exact reasons for the discontinuation of DEWshine are not explicitly stated in the information available. However, it is possible that the controversy surrounding the bottle design and the legal battle with Ole Smoky Moonshine Distillery played a role in the decision to discontinue the product.
What was the outcome of the lawsuit?
In 2019, Ole Smoky Moonshine Distillery dropped its rights to the trademark ‘Ole Smoky Mountain Dew Moonshine’, allowing the term to be used widely. This indicated that the legal battle with PepsiCo had been settled. By then, however, DEWshine had been discontinued for two years.