Over the weekend, I got my hands on a bottle of the latest “limited edition” entry into the Mountain Dew product line, Mountain Dew Pitch Black, which we first discussed here and here. If you liked Pepsi Blue, you are probably going to like this soft drink.
Depending on how you count, Pitch Black is the 5th extension of the Mountain Dew brand:
- Mountain Dew Code Red (2001)
- Mountain Dew Blue Shock (2002, 7-Eleven Slurpee flavor)
- Mountain Dew LiveWire (2003, limited/full-time)
- Mountain Dew Baja Blast (2004, Taco Bell exclusive)
- Mountain Dew Pitch Black (2004, limited)
This version is supposed to be “grape-infused” and contain a “blast of black grape” flavor. It’s also being rolled out as a seasonal offering, hyping up the Halloween holiday. As such, Pepsi is promoting the drink with a B-movie-influenced ad campaign, which actually is quite clever.
The design on the bottle is rather striking, using colors usually associated with the yearly scarefest (black, purple, neon green, red). The drink itself looks rather dark, which may turn off some buyers. I mean, do you go out of your way to drink something black? I can’t imagine a lot of resale value based on that, unless you really liked the flavor.
So, how does it taste? Surprisingly good! As I alluded to earlier, it shares a lot of flavoring with the defunct Pepsi Blue. There is a certain “berry-ness” to the drink. Obviously, there is grape flavoring, though it is not what I was expecting. I initially envisioned Pitch Black tasting much like store-brand grape soda, but instead the grapeness is somewhat muted. It’s subtle, but you know it’s there. The aftertaste does have a hint of Dew-ness to it, more so than Baja Blast or LiveWire. This drink feels more like a Dew than many of the other product line extensions.
Would I drink it again? Yes, I’d actually seek out this product at the store. Grape is a refreshing flavor in general, and the Dew-version is something unique to have on occasion. Will it sell well? Since it’s a short-term product, the bar of success is much lower… I would imagine that a lot of people will try it at least once. Repeat sales are another story. Like Pepsi Blue, it might not go well with many food items, which would hurt sales. However by itself, it’s pretty good.
Go out and try it!