The FINANCIAL -- Diet Mountain Dew has grown to more than $1 billion in annual retail sales, according to PepsiCo solidifying its position as one of the world's favorite beverages in the
growing Diet category.
The milestone makes Diet DEW PepsiCo's 20th billion dollar brand and the eighth carbonated soft drink brand to reach the billion dollar brand landmark. Diet DEW joins fellow beverage brands Brisk and Starbucks , which also passed the $1 billion mark in 2011, increasing PepsiCo's portfolio of billion-dollar food and beverage brands to 22.
In the tradition of the Mountain Dew trademark, growth of the passionate Diet Mountain Dew fan base along with the brand's distinctive marketing initiatives have helped volume to more than double in the past 10 years, propelling Diet DEW to this milestone.
First introduced in 1988, Diet Mountain Dew has provided the devoted fan base of DEW drinkers who crave the one-of-a-kind citrus taste of Mountain Dew with a low-calorie alternative. While the DEW trademark has further expanded its flavor portfolio, Diet DEW has followed suit by offering fans new permanent and limited time only diet flavors over the years, such as Diet Mtn Dew Code Red.
The brand has also stayed true to the DEW tradition of fan-focused marketing with programs such as last year's FanDEWmonium Diet DEW Challenge, which engaged fans to sample eight new flavors in a bracket-style showdown and select their favorite flavor of Diet DEW. Fans will see Diet Mtn Dew Supernova – the winner of the competition – return to store shelves for a limited time early this year.
Having passed the billion dollar mark, Diet DEW plans to continue its route to the top in 2012, kicking-off with exciting partnerships with ESPN personalities through its "Fuel the Frenzy" program, as well as primary sponsorship of Dale Earnhardt, Jr.'s No. 88 car. Earnhardt will be showcasing his love for Diet DEW while driving his branded car at the Daytona 500 this February.
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