Mountain Dew has launched an all-new soda rebranding with its latest product, Mtn Drew Black Label that is geared to college students with a stylish indie aesthetic. The new soda is set to have a craft design that is allegedly a deeper-flavored version of the popular original.
The Mtn Dew Black Label soda offers several differences to the brand's original brew including a berry flavor. The new drink is infused with herbal dark bitters and cane sugar with a more natural and aromatic taste. The beverage is served in a tall black can that might remind some of a craft beer, with edgy artistic calligraphy labelling featuring an shortened acronym of the brand name. The new drink will be sold at over 600 post-secondary school campuses for the 2016 season.
Craft Soda Rebranding
The Mountain Dew's New Black Label Pop is Geared Towards Students
Trend Themes
1. Craft Soda - The rebranding of Mountain Dew highlights the continued growth of craft soda offerings.
2. Indie Aesthetic - The Mtn Dew Black Label highlights the growing trend of indie aesthetics in food and beverages.
3. Natural Flavors - The use of natural and herbal flavors in Mtn Dew's rebranding highlights the continued push towards healthier food and drink options.
Industry Implications
1. Beverage Manufacturing - Beverage manufacturers can look at crafting soda and infusing natural ingredients into their products to stay ahead of market trends.
2. Higher Education - The adoption of Mtn Dew Black Label by over 600 post-secondary school campuses highlights the potential for beverage companies to target this market with unique and trendy offerings.
3. Packaging Design - Food and beverage companies could look at packaging design to incorporate more artistic and unique designs to appeal to the growing trend of indie aesthetics.