Mountain Dew: Tennessee's Liquid Legacy Echoes in Politics

Mountain Dew, the highly caffeinated citrus soda with deep roots in Tennessee, recently found its way into the political spotlight when vice presidential candidate J.D. Vance referenced it in a campaign speech.

“I had a Diet Mountain Dew yesterday and one today, and I’m sure they’re going to call that racist too,” he told the crowd at a rally in his Ohio hometown.

This mention highlights the enduring cultural significance of a drink that began its journey in the 1940s as a whiskey mixer in the hills of Appalachia.

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The story of Mountain Dew begins with Barney and Ally Hartman, brothers and beverage bottlers from Knoxville, Tennessee. They created the original formula, naming it after a slang term for moonshine - a nod to its Appalachian heritage. In 1946, the Hartmans trademarked Mountain Dew, initially packaging it in green bottles with a cartoon label depicting a rifle-toting hillbilly.

Gaining local popularity throughout the 1950s, Mountain Dew remained primarily a regional drink until 1964 when Pepsi-Cola acquired it. This acquisition transformed Mountain Dew from a local curiosity to a national phenomenon, with Pepsi modifying the flavor profile to create the distinct citrus taste known today.

The impact of Mountain Dew on Tennessee's culture has been profound. It's become a source of local pride, with Tennesseans considering it a homegrown success story. The drink's early marketing, which leaned heavily on Appalachian stereotypes, inadvertently strengthened its association with Tennessee's mountain culture. While these depictions are now considered outdated, they helped cement Mountain Dew's place in the state's cultural narrative.

Over the years, Mountain Dew has integrated itself into Tennessee life through sponsorships of local events and sports teams, including partnerships with the University of Tennessee athletics. It has also become part of the state's tourism narrative, with some visitors seeking out Mountain Dew as part of an authentic Tennessee experience.

The drink has even influenced local cuisine, with some Tennesseans incorporating it into recipes like "Mountain Dew Apple Dumplings." Its success has had economic ripple effects in the state, from creating jobs in bottling plants to boosting local businesses through sponsorships and partnerships.

J.D. Vance's recent mention of Mountain Dew in a campaign speech underscores the beverage's enduring role as a symbol of regional identity and its continued relevance in discussions of American culture and politics. This reference demonstrates how a simple soft drink can transcend its original purpose to become a cultural touchstone.

Today, while Mountain Dew is a global brand, its Tennessee roots remain an integral part of its identity. The drink's success story serves as a testament to the impact of regional flavors and entrepreneurial spirit on the broader beverage industry, while its ongoing cultural resonance - even in political discourse - demonstrates its unique place in American popular culture.

Image by Gal_Photos from Pixabay

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