Mountain Dew's portfolio already includes an ‘energy’ drink Kickstart, a canned black label ‘darker dew’ and classics like Ice, White Out and Code Red.
Designed with gamers in mind
New to the lineup is Amp Game Fuel, specifically designed to serve the vast world of high-stakes endurance gaming. The 16 oz cans feature a no-slip grip that “mirrors the sensory design of accessories and hardware in gaming,” according to PepsiCo.
The cans also have a re-sealable lid designed by Xolution. It’s easier to open and allows for more uninterrupted game play. Amp Game Fuel will be stocked with energy drinks at the grocery store and will come in four flavors: Charged Cherry Burst, Charged Berry Blast, Charged Tropical Strike and Charged Original DEW.
The formula is also specifically designed to assist with gaming, as PepsiCo reports that the ingredients have been shown to improve accuracy and alertness. Each drink contains 90mg of caffeine and 90 calories per can.
Erin Chin, senior marketing director at Mountain Dew, said: "Knowing gaming is an endurance sport, we listened to what players have been asking for when it comes to a beverage."
Mtn Dew Amp Game Fuel (16 oz can)
- 90 calories per can (2 serves per can)
- Contains Vitamin A, Niacin, Vitamin B6, Pantothenic Acid
- Ingredients include high fructose corn syrup, white grape juice concentrate, L-Theanine, caffeine, acesulfame, sucralose, panax ginseng root extract and yerba mate extract.
"Mtn Dew Amp Game Fuel is the first-ever drink created specifically for gamers and stands in its own category. It has energy credentials with its vitamin-charged and caffeine-boosted formula, and we can't wait to share it with the gaming world come January."
Mountain Dew is partnering with Call of Duty World League, OpTic Gaming and others to promote the new drink at upcoming gaming and esports events before the official January launch.
Brandon Snow, chief revenue officer of Activision Blizzard Esports Leagues, said "Mtn Dew Amp Game Fuel shares our vision for growing the audience for esports, and will help us deliver unique experiences for fans at each Call of Duty World League event this season, as well as help create exceptional content for viewers online."