The bottles' paper labels depicted a barefoot, overalls-clad hillbilly holding a rifle in one hand and a jug of moonshine in the other. They debuted Mountain Dew, in deep green bottles, at a 1946 Gatlinburg bottling convention. Their "mountain dew" was such a hit among friends and family, the Hartmans decided to go public. One employee joked it was as good as "mountain dew" because, when mixed with liquor, it tasted like a fine moonshine.Īs time went by, it would be that joke of a name, not the drink's flavor, that would last. The Hartmans' Personal Setup was clear with a lemon-lime flavor like 7Up or today's Sprite. ![]() "But I also think they (Mountain Dew owners) have been very smart to shift their marketing at the right times." "I think there is certainly something addictive to it, right?" Adam Alfrey, the East Tennessee History Center's operations manager and senior curator, said about the drink's popularity. “It’ll Tickle Yore Innards!”: A (Hillbilly) History of Mountain Dew" runs through Jan. ![]() Gay St., traces Mountain Dew's regional roots and cultural connections. Industry statistics show it's the third most popular “liquid refreshment brand" behind Coca-Cola and its PepsiCo parent's Pepsi.Ī new exhibit at the Museum of East Tennessee History, 601 S. Today Mountain Dew is marketed as a high-energy, high-performing beverage favored by, among others, extreme-sports athletes and race car drivers.īut whatever its image - from barefoot mountaineers to adventuresome snowboarders - Mountain Dew sells. View Gallery: Museum of East Tennessee History to open exhibit dedicated to Tennessee's Mountain Dew drink Why do millions love Mountain Dew?
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