Mountain Dew Looks Beyond White Suburbia
By Kevin Spak, Newser Staff
Mountain Dew doesn't just want to be the soda of choice for young white suburbanites anymore.
Mountain Dew is the nation's best-selling non-cola soft drink, but its popularity is concentrated in the suburbs of the Plains and Southeast. About 80% of its consumers are white, which is a problem, because Caucasians represent a shrinking market segment.
"It's been a matter of messaging," Dew's president of marketing tells Bloomberg. "We haven't really talked to this differentiated, emerging teen base as much as we have that heartland consumer."
--Written by Kevin Spak of Newser