Review Update: Mountain Dew LiveWire


It's time for another formal beverage review/update of a product that has been out a while already (and we've discussed previously). The soft drink is Mountain Dew LiveWire. (Which we first reviewed back in May 2003.)

Mountain Dew LiveWire

Mountain Dew LiveWire

Launched as a limited-time drink for the Summer of 2003, LiveWire was the 3rd product line extension of the Mountain Dew brand:

  1. Mountain Dew Code Red (2001)
  2. Mountain Dew Blue Shock (2002, 7-Eleven Slurpee flavor)
  3. Mountain Dew LiveWire (2003, limited/full-time)
  4. Mountain Dew Baja Blast (2004, Taco Bell exclusive)
  5. Mountain Dew Pitch Black (2004, limited)

The taste is orange-flavored. Kinda like Orange Slice with a different aftertaste. There is no resemblance to Mountain Dew flavoring at all, which is disappointing.

Despite the non-Dew taste, the product did very well in the Summer of 2003. According to Beverage Digest, an industry publication, it helped spur sales in the "orange-flavored drink" category:

Growth was largely due to successful introduction of Pepsi's Mt. Dew LiveWire, which is classified in this data as orange. Pepsi, however, takes issue with that categorization. Pepsi executive: "With all due respect to your data, Mountain Dew LiveWire is not an orange soda. It's an inimitable new Dew, combining the unique formula of base Mountain Dew with a bold orange flavor."

Whatever, it's orange pop.

Mountain Dew LiveWire - Summer 2003 labeling

Summer 2003 labeling

Mountain Dew LiveWire - Current labeling

Current labeling

Because of the success, LiveWire was moved from "limited" status to "full-time" status and returned during the Summer of 2004. It also experienced a slight change in packaging, specifically in regards to the product's description. Originally it was marketed as "Orange Ignited" but now it's known as "Dew sparked with orange." Perhaps this is in direct response to folks labeling it as an orange soda. But c'mon, it's orange… you can't deny that.

Overall, it's not a great product, but it's tolerable. I'd drink Code Red over this stuff any day, however.

Comments

  1. I'm looking to buy amp energy relaunch I live in forest hills Texas 76140 where can I find it? Can I have it shipped to me?

  2. Gina Moxley says:

    I had quit drinking Mountain Dew years ago until I tried the Livewire. I can't find it in any larger amounts at all except for the individual size you get at convenience stores. What has to happen before you package it in cans, 2 liters or in the 6 pack plastic bottles? I can't afford the individual ones very often. Thank you. Gina Moxley

Trackbacks

  1. [...] not overly cherry. A good correlation might be that Mountain Dew Game Fuel is to cherry soda what Mountain Dew LiveWire is to orange soda — in both cases, they seem like they'd be part of the same families, but [...]

  2. [...] not overly cherry. A good correlation might be that Mountain Dew Game Fuel is to cherry soda what Mountain Dew LiveWire is to orange soda — in both cases, they seem like they'd be part of the same families, but [...]

  3. [...] In the end, you have 3 brand names (Voltage, Supernova, Revolution) which really mean nothing. They don't define a flavor or attribute, unlike say, Code Red or Pitch Black. They are generic placeholders for what will probably end up being a rather conservative choice in final flavor. But perhaps that's what the folks at Pepsi are really striving for in the end. They gave hyperfans some control over the experience, funneled that control into 3 seemingly preselected choices, and when the final vote anoints a winner, perhaps the actual name and flavor won't matter. Those invested in the process will purchase the product anyway because of their emotional involvement in the experience. It will probably have a big launch, then die off quick. Thus, I see the winning beverage being positioned as a "limited time" offering, which Pepsi has been quite fond of doing as of late (see Mountain Dew Game Fuel, Sierra Mist Lemon Squeeze, Pepsi Summer Mix, Pepsi Summer Mix, Mountain Dew Pitch Black, Mountain Dew Pitch Black II, Pepsi Holiday Spice, and Mountain Dew LiveWire… of course, LiveWire stuck around!) [...]

  4. [...] a large audience. Fine as a niche flavor, but does hit have the pull of a Mountain Dew Code Red or LiveWire? Probably [...]

  5. [...] couldn't see it building an audience (which is somewhat sad, given that we live in a universe where LiveWire and White Out still exist for some reason). However, as a limited time offering, Dark Berry is [...]

Speak Your Mind

*