WASHINGTON — A new version of a carbonated drink is getting a lot of buzz after critics say the new packaging looks like beer.
Mountain Dew is rolling out a new version of its classic, nonalcoholic soft drink in longneck bottles called Mtn Dew DEWshine — a take on “moonshine.” The new drink trades the brand’s well-known florescent green tint for a clear color.
Critics say the new packing, appearance and name for the drink popular with teens and millennials looks like craft beer.
Does it look like craft beer? A lot of people have an opinion on Mountain Dew’s new creation. http://t.co/8C5kImFYOy pic.twitter.com/aUJbwF4YWl
— NBC Charlotte (@wcnc) March 13, 2015
But the resemblance isn’t accidental, Michael Scippa, director of public affairs at the advocacy group Alcohol Justice, told USA TODAY. The new drink may be a strategy as the soda industry looks to capitalize on the burgeoning craft beer market.
“The line between alcoholic and nonalcoholic beverages is intentionally being blurred by producers of both,” Scippa told USA TODAY. “Producers of high-sugar-content and high-alcohol-content beverages grow their markets by appealing to young people.”
The makers of Mountain Dew say the drink made with real sugar is mean to pay homage to its southern roots and is inspired by the brand’s starts in “the backwoods of Tennessee,” Mountain Dew Spokeswoman Jennifer Ryan told USA TODAY.
Mountain Dew officials say that the new line targets men in their 20s and 30s.
Mtn Dew Dewshine will hit stores March 23. One drink costs $1 to $1.49 and a four-pack will cost $3.99, USA TODAY reports.
