# Craft Soda Rebranding The Mountain Dew's New Black Label Pop is Geared Towards Students By M | Published 2015-09-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/soda-rebranding References: [brandeating](http://www.brandeating.com/2015/09/mountain-dew-aims-new-black-label-craft-soda-towards-college-students.html) & [mountaindew](http://mountaindew.com/blacklabel/) [Mountain Dew](https://www.trendhunter.com/trends/reimagined-logo-desgin) has launched an all-new [soda rebranding](https://www.trendhunter.com/trends/functional-beverage-olipop) 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](https://www.trendhunter.com/trends/mountain-dew-dragon-fruit) 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. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 55% | Activity: 83% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What's Driving This Trend - **Craft Soda:** The rebranding of Mountain Dew highlights the continued growth of craft soda offerings. - **Indie Aesthetic:** The Mtn Dew Black Label highlights the growing trend of indie aesthetics in food and beverages. - **Natural Flavors:** The use of natural and herbal flavors in Mtn Dew's rebranding highlights the continued push towards healthier food and drink options. ### Who This Affects Most - **Beverage Manufacturing:** Beverage manufacturers can look at crafting soda and infusing natural ingredients into their products to stay ahead of market trends. - **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. - **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. ## Related on Trend Hunter - [Adventurously Reimagined Logo Designs](https://www.trendhunter.com/trends/reimagined-logo-desgin.md) - [Citrus-Forward Soda Arrivals](https://www.trendhunter.com/trends/mountain-dew-3.md) - [Prepackaged Dirty Soda Refreshments](https://www.trendhunter.com/trends/dirty-mountain-dew.md) - [Summertime Americana Sodas](https://www.trendhunter.com/trends/mtn-dew-sodas.md) - [Eerie Halloween-Inspired Sodas](https://www.trendhunter.com/trends/dew-voodew.md) - [Dark Purple Citrus Sodas](https://www.trendhunter.com/trends/mtn-dew-pitch-black.md) - [Uplifting Energetic Soda Rebrandings](https://www.trendhunter.com/trends/7up.md) - [Citrus-Flavored Soda Drink Mixes](https://www.trendhunter.com/trends/mtn-dew-drink-mix.md) - [Sugar-Free Berry Sodas](https://www.trendhunter.com/trends/zero-sugar-spark.md)