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Mountain Dew mascot Willy the Hillbilly is making another comeback with DewShine, the brand’s new soda.
To introduce the citrus-flavored beverage, which is made with real sugar and comes in clear glass bottles—the brand is calling it a “throwback”— the company is leaning on its Tennessee roots.
“This is kind of an homage to the Tennessee rebels who first developed Mountain Dew,” said Greg Lyons, vp of marketing for Mountain Dew. “[We] have a really rich brand heritage—it was created about 75 years ago in 1940 in the backwoods of Tennessee—and it was because of this [heritage] that we were inspired to create Mountain Dew DewShine.”
Created in Tennessee in the early 1940s, Mountain Dew’s name was used as a euphemism for the illicitly created alcohol of the time, Moonshine.
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