Kicking off a new year, MTN DEW is taking it to another level. The Taco Bell fan-favorite, MTN DEW BAJA BLAST, is officially turning 20 years old and to celebrate this momentous BAJAVERSARY, the brand is giving fans what they deserve: a full year of MTN DEW BAJA BLAST celebrations and the chance to buy the variety not only at Taco Bell, but also in bottles and cans all-year in 2024 in stores nationwide for the first time.

“MTN DEW BAJA BLAST has cemented its place as a fan-favorite flavor in pop culture and as a staple in countless Taco Bell orders, so we knew we had to celebrate its 20th anniversary in a big way. Nothing’s better than giving fans what they’ve asked for, with a few additional surprises to keep the celebration going all year long,” said JP Bittencourt, vice president of marketing at MTN DEW, in a statement. “Thank you to all the BAJA BLAST lovers over the last 20 years. Because of you, everyone nationwide can now buy the beloved flavor in-stores and as always, at Taco Bell, all year long and earn rewards while doing so, that's a win-win.”

MTN DEW also is bringing its fans along for the ride for the 20th BAJAVERSARY. In a promotion sponsored by MTN DEW, consumers have a chance to earn rewards just for enjoying a BAJA BLAST, no matter where they Do the DEW. With every purchase of BAJA BLAST and BAJA BLAST ZERO SUGAR, both in stores and at participating Taco Bell locations, consumers can scan to collect coins for a chance to redeem BAJA gear, accessories, electronics, a Taco Bell deal, and more at the BAJA BLAST Shop at www.bajablast.com. 

“Taco Bell and MTN DEW BAJA BLAST have become an iconic duo satisfying the cravings of our fans for the past 20 years, and it’s been an extraordinary journey,” said Taylor Montgomery, chief marketing officer at Taco Bell. “As we embark on this BAJAVERSARY celebration with our friends at MTN DEW, we look forward to providing our loyal fans with more epic experiences and rewards to continue fueling their love for MTN DEW BAJA BLAST.”

Additionally, although MTN DEW BAJA BLAST is a cult-favorite amongst many consumers, some still have yet to taste the Tropical Lime flavor. To deepen its fandom and further drum up excitement nationwide, MTN DEW BAJA BLAST will make its first-ever onscreen appearance during Super Bowl LVIII.

MTN DEW BAJA BLAST and MTN DEW BAJA BLAST ZERO SUGAR are in stores everywhere beginning January 2024.