Mountain Dew Amp

Last updated
Mountain Dew Amp
Mountaindew amp brand logo.png
Product type Energy drink
Owner PepsiCo
CountryU.S.
Introduced2001;22 years ago (2001)
Related brands Mountain Dew
Website mountaindew.com/amp

Mountain Dew Amp (or simply Amp) is an energy drink brand produced by PepsiCo. At the time of its introduction in 2001, [1] Amp Energy was initially distributed under the Mountain Dew soft drink brand. [2] Beginning in 2009, it was produced and labeled under its own stand-alone trademark name, [3] but in 2018, reverted to using Mountain Dew branding. The beverage is packaged in both 16-ounce and 24-ounce cans, and is sold in the United States, Canada, the United Kingdom and Lebanon. [4] As of 2009, Amp Energy was the number four energy drink brand in the U.S. in terms of overall retail sales. [5]

Contents

Flavors

The original formulation of Amp Energy was positioned as a flavor extension of the Mountain Dew brand, and in 2001 its label read "Amp Energy Drink from Mountain Dew". [6] In 2008, the label design was changed to contract the product name to a more concise "Amp Energy", with the Mountain Dew logo being shifted to the lower portion of the cans. In Amp's 2011 redesign, the Mountain Dew logo was taken off the cans completely. According to beverage industry commentators at the time, this labeling update was enacted with the intent of "placing a stronger emphasis on the 'Amp Energy' brand and less on its Mountain Dew roots". [7] Amp Energy Original contains taurine, B-vitamins, guarana, ginseng and maltodextrin. [8] 8.4 fluid ounces of Amp contains 74 milligrams of caffeine. [9]

The Amp Energy product line has since expanded to a broader range of flavors and variants, which as of 2011 included Amp Energy (Original), Sugar Free, Overdrive (cherry), Relaunch (discontinued) (orange), Elevate (mixed berry), Traction (grape), Green Tea, Lightning (lemonade) and Sugar Free Lightning, and watermelon. Traction has since been renamed to Boost. There was also a limited edition flavor named Tradin Paint which was an Orange/Lime/Berry drink. [4] In February 2010 a new series of juices was launched under the name Amp Energy Juices, which are made with B-vitamins, taurine, ginseng and guarana. These juices are produced in two flavors: Orange and Mixed Berry, and are packaged in 12-ounce bottles. Also introduced at this time was Amp Energy Gum, which is made from a blend of B-vitamins, taurine and caffeine. [10]

On March 6, 2013, Amp Energy officially announced that it will re-introduce its Orange flavor.

A new line of drinks from the Amp brand was introduced in 2018, titled Mountain Dew Amp Game Fuel, bearing the name of Mountain Dew's former line of Game Fuel drinks. The line features a resealable can lid, and has sponsored several esports communities.

UK version

An 'Amp' branded citrus-flavoured energy drink distributed by Britvic under license from PepsiCo. launched in the UK in August 2013. [11] The United Kingdom version of Amp Energy is released under the 'Mountain Dew' brand with a UK-unique new logo. This is similar to its early release in North America, with the Amp logo featuring the text 'Powered by Mountain Dew' beneath it. Amp Energy — Powered by Mountain Dew features a higher caffeine content than Mountain Dew Energy at 31 mg/100ml. It also contains real sugar as is common with other UK soft drinks. The drink was discontinued in 2017, in order for Britvic to focus more on the original variety.

Sponsorship

Amp Energy was the title sponsor for the inaugural NHL Winter Classic outdoor game on New Year's Day 2008.

Amp Energy sponsored Kevin Lepage's No. 61 Peak Fitness Racing Ford for the 2006 Daytona 500. In 2008, Amp Energy began sponsoring NASCAR Sprint Cup Series driver Dale Earnhardt Jr. and his No. 88 car. [12] In 2009, Amp Energy released Tradin’ Paint, a limited edition Earnhardt Jr.-themed energy drink which was a combination of three flavors: orange, lime and berry. The product was available in 16-ounce cans and featured the same paint scheme as Hendrick Motorsports’ No. 88 Amp Energy/National Guard Chevrolet. [13] In late 2011, PepsiCo withdrew its Amp Energy sponsorship, replacing it with Diet Mountain Dew. [14]

PepsiCo has sponsored the Talladega Superspeedway race for multiple years, resulting in the race being titled the "Amp Energy 500" in 2008 and 2009, and the "AMP Energy Juice 500" in 2010. In October 2010, Amp Energy Juice produced a short film about Talladega Superspeedway titled The Legend of Hallowdega which starred David Arquette, directed by Terry Gilliam and included appearances by Dale Earnhardt Jr. and Darrell Waltrip. [15] The sponsorship ended in 2011 as the race is now known as the Yellawood 500.

Amp Energy sponsors a snowboard team which includes athletes Mason Aguirre, Keir Dillon, Kevin Pearce, Jack Mitrani, Luke Mitrani and Scotty Lago. [16] In 2009, Amp Energy joined Burton Snowboards to sponsor the 27th Annual US Open Snowboarding Championships at Stratton Mountain in Vermont. Other snowboarding events in which Amp Energy is a primary sponsor include the Burton Am Series, Burton Demo Tour, Burton World Tour, and the Canadian Open Snowboarding Championships. [17]

A 2009 promotion involved graphic designers, musicians and artists creating custom Amp-branded refrigerators which were placed in designers' homes and retail stores that included Crooks and Castles, Rogue Status, Huf Clothing and Reed Space. Designers that participated in the promotion included Topher Chin, Steve Aoki, Omar Epps and Han Cholo. According to Women’s Wear Daily, this initiative was carried out “as part of Pepsi's bid to recast the image of its Amp Energy drink as the beverage of choice for the fashion, art and lifestyle crowd.” [18] In 2010, Amp Energy became the official energy drink of the World Extreme Cagefighting (WEC) series, before the WEC went defunct in the same year. It is also the sponsor of UFC athletes Urijah Faber, Chad Mendes and Joseph Benavidez. [19]

Related Research Articles

<span class="mw-page-title-main">Mountain Dew</span> Carbonated soft drink brand

Mountain Dew, stylized as Mtn Dew in some countries, is a carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in 1940 by Tennessee beverage bottlers Barney and Ally Hartman. A revised formula was created by Bill Bridgforth in 1958. The rights to this formula were obtained by the Tip Corporation of Marion, Virginia. William H. "Bill" Jones of the Tip Corporation further refined the formula, launching that version of Mountain Dew in 1961. In August 1964, the Mountain Dew brand and production rights were acquired from Tip by the Pepsi-Cola company, and the distribution expanded across the United States and Canada.

<span class="mw-page-title-main">Surge (drink)</span> Brand of citrus-flavored soft drink

Surge is a citrus-flavored soft drink first produced in the 1990s by the Coca-Cola Company to compete with Pepsi's Mountain Dew. Surge was advertised as having a more "hardcore" edge, much like Mountain Dew's advertising at the time, in an attempt to lure customers away from Pepsi. It was originally launched in Norway as Urge in 1996, and was so popular that it was released in the United States as Surge in 1997. Lagging sales caused production to be ended in 2003 for most markets.

<span class="mw-page-title-main">Bawls</span> Caffeinated soft drink

Bawls is a non-alcoholic, highly-caffeinated soft drink.

<span class="mw-page-title-main">Rockstar (drink)</span> Energy drink trademark

Rockstar is an energy drink created in 2001, which, as of 2020, had a 10% market share of the global energy drink market; the third-highest after Red Bull and Monster Energy. Rockstar is based in Purchase, New York. As of January 2013, Rockstar Energy Drink was available in more than 20 flavors and in more than 30 countries. In March 2020, PepsiCo announced it had agreed to acquire Rockstar for $3.85 billion.

<span class="mw-page-title-main">Sun Drop</span> Soft drink

Sun Drop is a citrus-flavored soft drink produced by Keurig Dr Pepper with a yellowish-green color. Among soft drinks, it is known for its high caffeine content. Orange juice is an ingredient in the drink, and remaining pulp matter from the orange juice provides some of the soft drink's taste and appearance. Sun Drop competes primarily against the Coca-Cola Company's Mello Yello and PepsiCo's Mountain Dew.

<span class="mw-page-title-main">V8 (beverage)</span> Brand of vegetable juice

V8 Vegetable Juice, sometimes simply referred to as V8, is a trademarked name for a number of beverage products sold worldwide that are made from eight vegetables, or a mixture of vegetables and fruits. Since 1948, the brand has been owned by the Campbell Soup Company.

<span class="mw-page-title-main">Sierra Mist</span> Discontinued lemon-lime flavored soda

Sierra Mist is a discontinued lemon-lime flavored soft drink line. Originally introduced by PepsiCo in 1999, it was eventually made available in all US markets by 2003. The name is a play on Mountain Dew: "sierra" is the Spanish word for "mountain range" and both mist and dew are composed of water droplets. The drink was rebranded as "Mist Twst" in 2016, but reverted to Sierra Mist in 2018. In early 2023, Sierra Mist was replaced by Starry. The brand was aimed at competing with The Coca-Cola Company's Sprite brand and Keurig Dr Pepper's 7 Up.

Rip It is an American brand of energy drink that is produced and distributed by National Beverage Corp., maker of Shasta, Faygo, and La Croix. It was introduced in 2004 and is National Beverage Corp.'s first energy drink.

<span class="mw-page-title-main">Vault (drink)</span> Carbonated beverage

Vault was a sweetened energy drink and carbonated beverage that was released by The Coca-Cola Company in June 2005 and marketed until December 2011. It was touted as an artificially flavored hybrid energy soda. Coca-Cola was marketing Vault as a combination with the slogan "Drinks like a soda, kicks like an energy drink," as well as "The Taste. The Quench. The Kick." "Get it done, and then some", "Chug & Charge", and "Get to it!".

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<span class="mw-page-title-main">Naked Juice</span> American brand

Naked Juice is an American brand that produces juices and smoothies. The company is based in Monrovia, California and is owned by PAI Partners. The first Naked Juice drink was produced in 1983 and sold in California under the name "Naked Juice", referring to the composition of no artificial flavors, added sugar, or preservatives. Distribution has since expanded, and Naked Juice products are distributed in the United States, as well as in Canada, the United Kingdom, the Netherlands and France, among others.

<span class="mw-page-title-main">NOS (drink)</span> Energy drink company

NOS is an energy drink sold in 16-and-24-US-fluid-ounce cans. The drink was also distributed in a bottle designed to look like a NOS tank but this bottle has been discontinued. Formerly a property of the Coca-Cola Company, it is currently produced by Monster Beverage and licensed by Holley Performance, which owns the trademark. NOS contains 160 mg of caffeine, with an unknown amount of taurine and guarana. L-Theanine was removed as a "CMPLX6" ingredient in 2016, with inositol becoming listed as one of the six featured ingredients on the can. NOS Energy is currently available in Original, GT Grape, and Sonic Sour.

<span class="mw-page-title-main">Liquid X</span>

Liquid X is a brand of energy drink originally developed in Amsterdam for the rave scene. Liquid X has a citrus taste that can be related to the taste of Mountain Dew AMP. Liquid X claims to be the only "euphoric" energy drink available, meaning that it has no caffeine. It utilizes hormones and herbal mixtures to create energy.

<span class="mw-page-title-main">Red Bull Simply Cola</span> Cola sold by Red Bull GmbH

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<i>The Legend of Hallowdega</i> 2010 American film

The Legend of Hallowdega is a 2010 black comedy fantasy mockumentary short film, directed by Terry Gilliam from a screenplay by Aaron Bergeron. The film stars David Arquette and Justin Kirk, and features appearances by Dale Earnhardt Jr. and Darrell Waltrip. The Legend of Hallowdega was produced by RadicalMedia as branded content film for AMP Energy Juice, and was shot on location in Charlotte, NC and at Talladega Superspeedway, Alabama.

References

  1. ↑ Hein, Kenneth (21 January 2008). "The Coca Cola Company Positions Amp as Everyman's Drink". AdWeek. Retrieved 19 January 2011.
  2. ↑ Hein, Kenneth (January 2008). "The Coca Cola Company Positions Amp as Everyman's Drink". Adweek.
  3. ↑ Tanner, Steve (7 June 2009). "Amp Energy with Green Tea". BevReview. Archived from the original on 15 August 2011. Retrieved 14 January 2011. While the triplets of flavors in 2008 reflected existing Pepsi/Dew tastes, the three in 2009 seem to be setting out on their own.
  4. 1 2 "Drink". Archived from the original on 16 November 2010. Retrieved 15 December 2010.
  5. ↑ Hein, Kenneth (February 2009). "Monster Goes Small While Amp Goes Big". Brandweek. Archived from the original on 2010-01-24. Retrieved 2011-01-19.
  6. ↑ Tanner, Steve (2 November 2005). "Amp Energy by Mountain Dew". BevReview. Archived from the original on 11 May 2011. Retrieved 14 January 2011.
  7. ↑ Tanner, Steve (12 March 2008). "Review: Amp Energy Traction". BevReview. Archived from the original on 15 August 2011. Retrieved 19 January 2011.
  8. ↑ "Ingredients" . Retrieved 15 December 2010.
  9. ↑ "Caffeine content for coffee, tea, soda and more". Mayo Clinic. Archived from the original on 3 December 2010. Retrieved 15 December 2010.
  10. ↑ "New Amp Energy Juice Launches Nationwide". 2010-02-25. Retrieved 15 December 2010.
  11. ↑ "New Amp energy drink from Mountain Dew". Talking Retail. 2013-06-05. Retrieved 15 May 2015.
  12. ↑ Tanner, Steve (2 November 2005). "Amp Energy Tradin' Paint". BevReview. Archived from the original on 13 August 2011. Retrieved 18 January 2011.
  13. ↑ "Limited Edition Energy Drink Inspired by NASCAR's Most Popular Driver Now on Store Shelves". 5 March 2009. Retrieved 15 December 2010.
  14. ↑ Mickle, Tripp (19 September 2011). "Amp shifting off Dale Earnhardt Jr". Sports Business Daily. Retrieved 1 July 2016.
  15. ↑ "Amp Energy and Terry Gilliam Present: THE LEGEND OF HALLOWDEGA to Premiere at the Talladega Superspeedway on October 31st" (Press release). PR Newswire. 8 October 2010.
  16. ↑ "Amp Energy Signs Keir Dillon and Kevin Pearce". Snowboard Magazine. 8 January 2009. Archived from the original on 14 December 2009. Retrieved 15 December 2010.
  17. ↑ "Amp Energy fuels a new relationship with Burton". ESPN. 20 February 2009. Retrieved 15 December 2010.
  18. ↑ "Fashion Scoops". Women's Wear Daily. 197: 8. May 2009.
  19. ↑ "WEC Signs Amp as Official Energy Drink". 8 January 2010. Archived from the original on 19 December 2010. Retrieved 15 December 2010.
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