Is Mountain Dew a subsidiary of PepsiCo?

Mountain Dew is not a separate subsidiary. It is a wholly-owned brand within PepsiCo Beverages North America. All intellectual property, manufacturing, distribution, and marketing decisions are controlled by PepsiCo. The brand has been part of PepsiCo's portfolio since 1964.

Is Mountain Dew publicly traded?

Mountain Dew is not publicly traded as a separate entity. Its parent company, PepsiCo, Inc., is publicly traded on NASDAQ under the ticker symbol PEP. PepsiCo reported $93.9 billion in net revenue for fiscal year 2025.

When was Mountain Dew founded?

Mountain Dew was originally developed in the 1940s by Barney and Ally Hartman in Knoxville, Tennessee. The name was trademarked in 1948. The Tip Corporation revised the formula and launched the updated version in 1961. PepsiCo acquired the brand in 1964.

Who founded Mountain Dew?

Barney and Ally Hartman, two brothers who were beverage bottlers in Knoxville, Tennessee, created Mountain Dew in the 1940s as a mixer for whiskey. The name "Mountain Dew" was 19th-century slang for whisky. The Hartmans trademarked the name for their soft drink in 1948.

What is Mountain Dew's market position?

Mountain Dew is one of the top-selling carbonated soft drinks in the United States, consistently ranking third or fourth by volume market share. The brand competes in the budget tier and differentiates through its citrus flavor, high caffeine content, and marketing focus on gaming and extreme sports culture. PepsiCo reported that Mountain Dew market share trends improved in 2025 as flavor extensions boosted consumer interest.

Is Mountain Dew available internationally?

Yes, Mountain Dew is distributed in over 100 countries through PepsiCo's international bottling network. The brand is part of PepsiCo's International Beverages Franchise segment, which markets beverage concentrates to authorized bottlers worldwide. The specific formulation and flavor variants vary by market.

Food & Beverage

Who Owns Mountain Dew?

Mountain Dew is owned by PepsiCo, Inc. (NASDAQ: PEP), a publicly traded American multinational food and beverage corporation headquartered in Purchase, New York. PepsiCo acquired the Mountain Dew brand in 1964 through its purchase of the Tip Corporation. PepsiCo reported $93.9 billion in net revenue for fiscal year 2025. Mountain Dew is one of the top-selling carbonated soft drinks in the United States and is distributed in over 100 countries.

Parent Company

PepsiCo, Inc.

Acquired

1964

Status

Publicly Traded

Headquarters

Purchase, New York, USA (PepsiCo headquarters)

Mountain Dew Timeline

1940

Mountain Dew

Founded by Barney Hartman, Ally Hartman

Founded

1964

Acquired by PepsiCo, Inc.

PepsiCo, Inc. acquired Mountain Dew

Acquired

budgetmass marketGlobalOfficial Website

Who Owns Mountain Dew?

Parent Company: PepsiCo, Inc.
Ownership Type: Wholly owned
Acquisition Year: 1964
Company Type: Publicly Traded
Stock Ticker: NASDAQ: PEP

Brand	Parent Company	Ownership Type
Mountain Dew	PepsiCo, Inc.	Wholly owned

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Mountain Dew on Amazon

History of Mountain Dew

Founded: 1940
Founders: Barney Hartman, Ally Hartman
Acquired by PepsiCo, Inc.: 1964

Barney and Ally Hartman, two brothers who were beverage bottlers in Knoxville, Tennessee, developed Mountain Dew in the 1940s. They created the citrus-flavored soda as a mixer for whiskey. The brothers had difficulty sourcing their preferred mixers in Knoxville and developed their own formula. The name "Mountain Dew" was 19th-century slang for Highland Scotch whisky, and the Hartmans trademarked it for their soft drink in 1948.

The Hartman brothers partnered with Tri-Cities Beverage Corporation in Johnson City, Tennessee to bottle and distribute Mountain Dew regionally. The early packaging featured a hillbilly character called "Willy the Hillbilly" and the slogan "It'll Tickle Yore Innards." The original formula was a clear, citrus-flavored soda that bore little resemblance to the modern product.

In 1958, the Tip Corporation of Marion, Virginia acquired the rights to Mountain Dew. Tip Corporation owners Bill Bridgforth and Herman Minges revised the flavor formula, creating the citrus-flavored soda that is closer to the modern Mountain Dew. The updated version launched in 1961. The revised formula used a more concentrated citrus flavor profile and added caffeine, positioning it as an energizing soft drink.

PepsiCo acquired the Tip Corporation in 1964, bringing Mountain Dew into its beverage portfolio. At the time, PepsiCo was only two years old, having been formed by the 1965 merger of Pepsi-Cola Company and Frito-Lay, Inc. Mountain Dew gave PepsiCo a citrus-flavored offering to complement its cola products and compete against 7 Up and Sprite.

Under PepsiCo's ownership, Mountain Dew was rebranded in the late 1960s. The hillbilly imagery was dropped in favor of a more modern marketing approach. In the 1970s and 1980s, Mountain Dew was marketed as a regional brand with particular strength in the Southern United States. PepsiCo gradually expanded distribution nationally.

The brand's national breakthrough came in the 1990s with the "Do the Dew" advertising campaign, which targeted young, active consumers and associated the brand with extreme sports. Mountain Dew sponsored skateboarders, snowboarders, and BMX riders. The campaign positioned Mountain Dew as an edgy, high-energy alternative to mainstream colas.

In the 2000s and 2010s, Mountain Dew expanded its flavor portfolio with variants including Code Red (cherry, 2001), LiveWire (orange, 2003), Baja Blast (tropical lime, 2004, originally a Taco Bell exclusive), Voltage (blue raspberry, 2008), and Major Melon (watermelon, 2021). The brand also launched DEWmocracy campaigns that let consumers vote on new flavors. Mountain Dew Zero Sugar was introduced in 2020 as a zero-calorie formulation.

In 2022, PepsiCo launched Hard Mountain Dew, an alcoholic version of the brand, through a partnership with Boston Beer Company. The alcoholic version contains 5% alcohol by volume and is marketed to adults. This expansion into alcoholic beverages represented a significant brand extension for Mountain Dew.

In 2025, PepsiCo reported that Mountain Dew market share trends improved sequentially as flavor extensions helped boost consumer excitement. New product innovations included Dirty Mountain Dew Cream Soda, tapping into the growing "dirty soda" trend. Mountain Dew Baja Blast continued to perform well as a permanent offering at Taco Bell and in retail packaging.

About PepsiCo, Inc.

What does PepsiCo own?
PepsiCo owns a portfolio of more than 23 billion-dollar brands across beverages, snack foods, and cereals. Key brands include Pepsi, Mountain Dew, Gatorade, Tropicana, Aquafina, SodaStream, Lay's, Doritos, Cheetos, Fritos, Tostitos, Ruffles, Quaker Oats, Cap'n Crunch, and Poppi. The company also owns international snack brands including Walkers (UK), Sabritas and Gamesa (Mexico), and Smith's (Australia).

Is PepsiCo publicly traded?
Yes, PepsiCo is publicly traded on NASDAQ under ticker PEP. The company has been listed since 1965 and is one of the largest companies in the S&P 500. Major institutional shareholders include Vanguard Group, BlackRock, and State Street. PepsiCo is a Dividend Aristocrat, having increased its annual dividend for 54 consecutive years.

Who founded PepsiCo?
PepsiCo was formed in 1965 through the merger of Pepsi-Cola Company, founded by Caleb Bradham in 1898, and Frito-Lay, Inc., formed by Herman Lay in 1932. Bradham was a pharmacist in New Bern, North Carolina, who created Pepsi-Cola. Lay was a potato chip distributor in Nashville, Tennessee, who built a national snack food company.

Where is PepsiCo headquartered?
PepsiCo is headquartered in Purchase, New York, USA. The company's corporate campus in Westchester County, north of New York City, houses its executive offices and many of its North American business units. PepsiCo operates manufacturing facilities and offices across more than 200 countries and territories worldwide.

How many brands does PepsiCo own?
PepsiCo owns more than 23 brands that each generate over $1 billion in annual retail sales. The total brand count is significantly higher when including regional and smaller brands. The portfolio spans beverages (Pepsi, Mountain Dew, Gatorade, Tropicana), snack foods (Lay's, Doritos, Cheetos, Fritos), and cereals (Quaker, Cap'n Crunch, Life).

Who owns PepsiCo?
PepsiCo is a publicly traded company with a dispersed shareholder base. No single shareholder holds a controlling stake. The largest institutional shareholders are Vanguard Group, BlackRock, and State Street. Ramon Laguarta serves as Chairman and CEO, having succeeded Indra Nooyi in 2018.

What is PepsiCo's financial performance?
For FY2025 (ended December 27, 2025), PepsiCo reported net revenue of $93.9 billion, up 2% from $91.9 billion in FY2024. Net income was $8.3 billion, and core EPS was $8.14. Free cash flow was $8.2 billion. The company announced its 54th consecutive annual dividend increase. For FY2026, PepsiCo projects organic revenue growth of 2% to 4% and core constant currency EPS growth of 4% to 6%.

Founded: 1965
Headquarters: Purchase, New York, USA
Company Type: Publicly Traded
Stock: NASDAQ: PEP
Revenue: $93.9 billion (FY2025)
Employees: approximately 318,000

Visit PepsiCo, Inc. website

View full company profile for PepsiCo, Inc.

Where Is Mountain Dew Made / Based?

Headquarters: Purchase, New York, USA (PepsiCo headquarters)
Manufacturing / Operations: United States, Canada, Mexico, International

Mountain Dew Categories & Tags

Soft Drink Citrus Soda Caffeinated Beverage Carbonated Drink Pepsico American Brand

Mountain Dew Sustainability & Ethics

Mountain Dew operates within PepsiCo's pep+ (PepsiCo Positive) sustainability framework. PepsiCo has committed to science-based emissions reduction targets aligned with 1.5 degree Celsius pathways, with a net-zero commitment by 2050. The company published a Climate Transition Plan detailing Scope 1, 2, and 3 targets.

PepsiCo reached its 2025 goal for water-use efficiency in high-water-risk areas two years early. The company's Positive Agriculture program promotes regenerative farming practices across its supply chain, including the citrus ingredients used in Mountain Dew. PepsiCo nearly doubled the percentage of recycled PET in its North American beverage operations.

Mountain Dew does not hold independent sustainability certifications. The brand's packaging participates in PepsiCo's broader packaging sustainability initiatives, which focus on increasing recycled content and developing compostable packaging solutions. Mountain Dew-specific environmental metrics are not reported separately from PepsiCo's consolidated ESG reporting.

Awards & Recognition

Mountain Dew does not have significant independent industry awards. The brand's recognition comes primarily from marketing effectiveness and cultural impact. Mountain Dew's "Do the Dew" campaign, launched in the 1990s, is studied in marketing programs as an example of successful youth-oriented brand positioning.

The brand has been recognized for its esports and gaming sponsorships. Mountain Dew sponsors esports teams including Team Dignitas, Splyce, and Team SK Gaming. The brand allocates approximately 40% of its marketing budget to gaming-related activations, according to industry reports.

Mountain Dew consistently ranks among the top-selling soft drinks in the United States by volume, demonstrating sustained brand loyalty. The brand's flavor innovation strategy, including DEWmocracy consumer voting campaigns, has been acknowledged as an effective consumer engagement model.

Mountain Dew Recalls & Controversies

Mountain Dew has faced criticism for its high caffeine and sugar content. A standard 12-ounce can contains 54 mg of caffeine and approximately 46 grams of sugar. The American Heart Association recommends no more than 25 grams of added sugar per day for women and 36 grams for men. Health advocates have criticized the marketing of Mountain Dew to younger consumers, particularly through gaming and extreme sports sponsorships.

Mountain Dew previously contained brominated vegetable oil (BVO) as an emulsifier. BVO was banned in foods in the European Union and Japan. PepsiCo removed BVO from Mountain Dew by 2020 following consumer petitions and FDA scrutiny. The brand also contains Yellow 5 (tartrazine), an artificial food dye that has been subject to regulatory review in some countries.

In 2025, a middle school teacher in San Antonio, Texas mistakenly distributed cans of Hard Mountain Dew (the alcoholic version) to five special education students. The incident highlighted concerns about packaging similarity between the alcoholic and non-alcoholic versions of the brand. No serious health consequences were reported, but the incident drew media attention to the risks of brand extensions into alcoholic beverages.

Mountain Dew contains artificial flavors and food dyes that have raised health concerns among consumer advocacy groups. PepsiCo has been reducing artificial ingredients across its portfolio, including removing artificial colors from some snack brands, but Mountain Dew's core formulation continues to use artificial coloring and flavoring.

Mountain Dew Ownership: Pros & Cons

Advantages

+PepsiCo's global distribution network provides Mountain Dew with retail access in over 100 countries
+Significant marketing resources support brand visibility through gaming, sports, and digital campaigns
+Flavor extension strategy (Baja Blast, Code Red, Voltage) maintains consumer interest and category growth
+Strong brand recognition among younger demographics and gaming communities
+PepsiCo's financial scale ($93.9 billion revenue in 2025) supports sustained investment in product innovation

Considerations

-Health concerns about high sugar and caffeine content create regulatory and reputational risks
-Competition from energy drinks (Monster, Red Bull) and newer functional beverages is eroding the brand's energizing positioning
-Carbonated soft drink category volumes are declining in developed markets as consumers shift to healthier alternatives
-Brand extension into alcoholic beverages (Hard Mountain Dew) creates packaging confusion risks
-Dependence on artificial colors and flavors conflicts with growing consumer demand for clean-label products

Frequently Asked Questions About Mountain Dew

Sources & Further Reading

Competitors to Mountain Dew

These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.

Brand	Parent Company	Country	Founded	Market Position	Primary Market	Gender Target
7 UpSister Brand	Pepsico	USA	1929	Mass market	Global	All-ages
MirindaSister Brand	Pepsico	USA	1959	Mass market	Global	All-consumers
PepsiSister Brand	Pepsico	USA	1898	Mass market	Global	All-ages
A&W Root Beer	Keurig Dr Pepper	USA	1919	Mass market	United states	All-ages
Barq's	Coca Cola Company	USA	1898	Mass market	United states	All-ages
Coca-Cola	Coca Cola Company	USA	1886	Mass market	Global	All-ages