Mountain Dew is expanding its range with the launch of Mountain Dew Pitch Black, a new citrus grape-flavoured drink available exclusively through Booker from this month (October), ahead of a national rollout from November.
New look for the range
With its dark purple colouring and space-inspired packaging, Pitch Black aims to bring a distinctive new look to the Mountain Dew range.
David Laidler, brand director for carbonates at brand owner Carlsberg Britvic, said: “Mountain Dew is flying, with sales up over 11.5% year on year.
Building on momentum
“Our bold new Pitch Black flavour innovation offers customers an opportunity to build on that momentum.
“With its bold taste, striking dark liquid and stand-out pack, it’s sure to grab shoppers’ attention.
“We’re confident Pitch Black will deliver strong sales by exciting fans, while bringing new consumers into the Mountain Dew brand.”
Packaging and support
Mountain Dew Pitch Black will launch in 500ml price-marked packs (PMPs) in cases of 12. POS support including a full barker, A4 poster, window vinyl and strut-cut with bottle cut-out will also be available for independent retailers to order through Carlsberg Britvic’s At Your Convenience platform.
Digital assets will also be available, including a static till screen, Facebook post and Instagram post.
