Exclusively at Which Wich locations as of Memorial Day 2021, Which Wich Superior Sandwiches and MTN DEW are introducing a new fountain beverage by the name of MTN DEW VIBE. This refreshing soda boasts a bright and summery color and a flavor that remixes the classic taste of the carbonated soft drink with lemonade.
To encourage people to try the exclusive fountain drink with a meal that complements its flavors, the partnering brands suggest ordering the signature Cali Club, the Garden Party, or other dine-in and take-out orders, since the drink boasts the "perfect look and flavor to pair perfectly with any wich on the menu."
The brands recognize that people are seeking comfort and happiness coming out of the pandemic and this beverage is a fresh and flavorful reinterpretation on the saying "when life gives you lemons."
Lemonade-Infused Sodas
MTN DEW VIBE Enhances a Familiar Soft Drink with a Twist of Lemonade
Trend Themes
1. Lemonade-infused Beverages - There is an opportunity for beverage companies to experiment with new lemonade-infused beverages that add a twist to classic sodas and other drinks.
2. Collaborative Fountain Drinks - There is an opportunity for brands to collaborate on exclusive fountain drinks at specific locations to drive foot traffic and encourage experimentation.
3. Refreshing and Summery Drinks - There is an opportunity for brands to create and market refreshing and summery drinks that evoke feelings of comfort and happiness, which are especially desirable as people come out of the pandemic.
Industry Implications
1. Beverage Industry - The beverage industry can leverage the popularity of lemonade and other summery flavors to create new offerings that appeal to consumers' desire for refreshing and unique drinks.
2. Fast Food Industry - Fast food chains can collaborate with beverage brands on exclusive drinks to complement their menu items and drive traffic to their locations.
3. Hospitality Industry - Hotels and resorts can create and market exclusive and refreshing drinks that evoke feelings of comfort and happiness, especially to guests seeking vacation getaways post-pandemic.