Have you ever wondered why Mountain Dew is so prevalent in Tennessee? At least half of my coworkers drink the green slime-colored beverage regularly. Since Mountain Dew originated in Tennessee, it is no wonder the drink is an Appalachian favorite.
Mountain Dew has a rich history in the South, and interestingly, the Johnson City soda, Dr. Enuf, is connected to Mountain Dew. To many in the region, the drink brings a sense of comfort, connection and nostalgic familiarity, while also giving others the get-up and go they need to get things done.
The beverage is said to have been crafted during the prohibition era as a mixer for moonshine by the Hartman brothers, Barney and Ally, who moved from Georgia to Knoxville, Tennessee. The term “Mountain Dew” was slang for the bootleg liquor that dates back to the 1880s in an Irish Folk song called “The Rare Old Mountain Dew.” Another famous song about Mountain Dew, “Good Old Mountain Dew,” is an Appalachian Folk song by Bascom Lunsford composed in 1928. The song has been covered by various country musicians, including Grandpa Jones, Glen Campbell and Willie Nelson.
The citrus elixir initially tasted like Sprite or 7Up and was derived for personal use to drink with whiskey but later the brothers decided to market the beverage under the name Mountain Dew. The brothers trademarked the name in 1948 and the soda was initially unsuccessful. Barney Hartman passed away and Ally went into business with Tip Corporation in Marion, Virginia, where Mountain Dew changed its citrusy flavor to a flavor profile unlike any of the other brands in 1958 calling it the “New Mountain Dew.”
The green glass bottles displayed the rugged Appalachian mountains and a barefoot character holding a musket giving the bottle a “hillbilly” theme which has become an increasingly common stereotype of our region. PepsiCo bought Tip Corporation in 1964.
To make matters confusing, Tri-City Beverage in Johnson City was the first to bottle Mountain Dew and its plant manager helped create the flavor it is today. Plant manager Bill Bridgforth derived a formula called “Tri-City Lemonade,” which he bottled in Mountain Dew bottles. According to local legend, Tri-City Lemonade is the Mountain Dew flavor we know today. Either way, multiple people collaborated to make the drink a tasty success. Tri-City Beverage also bottled Dr. Enuf, an elixir alleged to ward off ailments. The beverage is packed with vitamins, sugar and caffeine. Dr. Enuf is still a local favorite served at many establishments including Pals.
The first Mountain Dew commercial was in 1966 and reminds me of a hillbilly version of The Flintstones. It starts with an old-timey moonshine jug that says Mountain Dew in the hands of a bearded man saying, “Yahoo! Mountain Dew!” The ad attempted to appeal to a down-to-earth, hardworking audience. The ad played up its Appalachian roots with a rural, down-home setting and a catchy jingle, “Mountain Dew, it’ll tickle your innards, it’ll make you feel good.”
Mountain Dew has grown into a billion-dollar industry with close to 30 flavors currently. Last year, Mountain Dew accrued over $9 billion in sales. Some of the most popular flavors include Baja Blast, Purple Thunder and its original flavor. The worst flavors include Gingerbread Snap’d, a brown-looking holiday edition in 2021, and Flamin’ Hot, a limited edition flavor likened to “liquid acid reflux.” Curiously, the state with the most Mountain Dew drinkers per capita is Kentucky.
While I am not advocating for people to drink Mountain Dew as it is not especially health-beneficial, the brand has a unique story with historical and cultural connotations rooted in our region.
