The Dew is going Dirty.
The Pepsi-owned CSD brand is jumping into soda’s hottest trend with the appropriately named Dirty Mountain Dew Cream Soda Dew, available in standard and zero-sugar versions.
The release was revealed by Parade magazine over the weekend, with Mark Kirkham, PepsiCo Beverages US CMO, quoted as calling it “just another example of how we leverage innovation to engage our fans.”
The move comes as the soda category leans into bold, indulgent and TikTok-ready flavors that a few years ago might have been seen as too far outside the mainstream. Not anymore, as major brands have embraced LTOs and collaborations with dirty soda shops like Cool Sips and Swig.
Pepsi has been particularly active in recent months, including a new soda beverage program for Regal Cinemas that kicked off in August. The Mountain Dew brand has been frequently deployed to push product innovation into new categories like energy drinks and beverage alcohol, or with food-service centric releases like Sweet Lightning Peaches & Cream Soda, a KFC-exclusive from this summer.
Mountain Dew isn’t Pepsi’s only bid for a stake in dirty sodas: the brand also announced Mug Root Beer Floats Vanilla Howler, set to hit stores next summer in both standard and zero-sugar versions.
Both new products are expected to be previewed at the National Association of Convenience Stores (NACS) trade show in October.