@@img1Las Vegas, NV – (November 2005) – Retailers will be happy to amp their profits in 2006 with new the Mountain Dew AMP “Tall Boy” package. This 16 oz. version of the popular Mountain Dew AMP energy drink simply offers AMP fans more of what they love – the great AMP citrus taste.
“Recent research has shown us there’s a strong demand for a 16 oz. package for AMP, and it’s great to be able to offer AMP fans the ‘Tall Boy’ option,” said Mountain Dew Brand Manager Andrew Katz. “Mountain Dew consumers tend to be brand loyal, and we’ve seen that halo effect with AMP. It’s always great to give these devoted fans exactly what they’re asking for when it comes to energy drinks.”

The 16 oz. AMP option complements the existing 8.4 AMP offering, which has been a strong seller in the convenience and gas channel since its introduction in 2001. “We’ve been testing the ‘Tall Boy’ in west coast markets and it has added incremental energy drink sales for convenience store operators,” said Katz. “In fact, the ‘Tall Boy’ is turning as fast as other top 16 oz. energy drinks in its first three months on shelf, while the 8.4 oz. AMP sales remain strong.”

The Mountain Dew AMP “Tall Boy” package will roll out nationally in March, 2006. Brand support for the new product includes merchandising materials, print and radio advertising, online support, and sampling efforts.

For more information on Mountain Dew AMP, visit www.ampenergy.com. For press questions only, contact Kristine Hinck at SoBe Beverages at khinck@lizmail.com.