PLANO, TX - PepsiCo Inc. announced last week that it would launch a new malt-flavored Mountain Dew soft drink this summer in select U.S. cities, Reuters reports.
Beginning in late August, PepsiCo will sell Mountain Dew Johnson City Gold at Kroger and 7-Eleven stores in some Midwest cities as well as Denver and Charlotte, a PepsiCo spokesperson said.
The drink will have a malt flavor with a hint of lemon-line; it is named for Johnson City, Tennessee, the birthplace of Mountain Dew.
Beverage Digest editor John Sicher said the new drink could be successful as it builds off a powerful brand. "In the declining soft drink business, a new product with a real point of difference might have potential for growth," he said. "Only time will tell."
According to PepsiCo, the new product is designed to give Mountain Dew fans a unique twist on a familiar beverage. It is not designed to be a move into "craft" sodas.
Malt-flavored drinks are popular in parts of Latin America and the Middle East but are relatively small in the United States.