In mid-August, PepsiCo will begin testing a new malt-flavored soft drink under the Mountain Dew brand name. The first batch of Mountain Dew Johnson City Gold will be available for a limited time in select Kroger stores across the Midwest. In September, it will expand into 7-Eleven stores in Denver and Charlotte, N.C. The new beverage was inspired by Mountain Dew’s roots, which extend from the foothills of Tennessee to the shores of the Carolinas, the company says. To support the test launch, the company kicked off a nationwide campaign in which it asks fans to rename the product and redesign its packaging to best represent one of six regions in the United States — South, Southwest, Northwest, Northeast, Great Plains and Great Lakes. The product will launch nationally in 2013.
PepsiCo, Purchase, N.Y.
Distribution: Select markets