Back in 2007, Pepsi released a limited edition flavor of Dew called Mountain Dew Game Fuel that was tied to the release of the Halo 3 game on the Xbox 360. It was cherry-tasting flavor that had a high amount of caffeine — 6.0 mg/oz vs. regular Dew’s 4.6 mg/oz. It appears that 2 new versions of Game Fuel are on the horizon, tied to another game… World of Warcraft. So get ready for Mountain Dew Game Fuel Horde Red and Mountain Dew Game Fuel Alliance Blue!
The official World of Warcraft website is reporting that these new flavors will arrive over the summer for a limited time. I contacted Pepsi and they confirmed that “they are limited time only products that will start appearing on store shelves this June. They will be in market for 8-10 weeks throughout the summer.”
Per the images released with the announcement, there is a red-colored flavor called Horde Red. This version of Game Fuel is described as “Dew with a Blast of Citrus Cherry Flavor”. You’ll note that the original version of Mountain Dew Game Fuel was described as “Dew with an invigorating blast of citrus cherry flavor.” Pepsi has confirmed that Horde Red is the same formula as the original Halo 3-inspired flavor of Game Fuel.
The other flavor is know as Alliance Blue, described as “Dew with a Punch of Wild Fruit Flavor.” Hmm, what other Dew have we had recently that was blue, fruity, and contained a lot of energy drink-related elements? Is Alliance Blue a reincarnation of DEWmocracy loser candidate, Mountain Dew Revolution? That drink from last summer was described as “Dew infused with Wild Berry Fruit Flavor and Ginseng.” Don’t get your hopes up. When we asked a representative at Pepsi, they responded that “Alliance Blue is a completely new flavor developed specifically for this launch.”
It is interesting to note that these new versions of Mountain Dew Game Fuel feature the revised spelling of Mountain Dew, i.e. Mtn Dew, launched as part of Pepsi’s controversial rebranding campaign. I note this because the other new Dew that is rolling out right now, DEWmocracy winning beverage Mountain Dew Voltage, is being shipped using the old style Mountain Dew logo — even though there are filed trademarks and logos for the spelling “Mtn Dew Voltage”. Talk about confusing branding in the marketplace!
For the record, I checked with the online records from the U.S. Patent and Trademark Office, and there were no new filings for the phrases “Horde Red” or “Alliance Blue”… just the original filing on the Mountain Dew Game Fuel name from March 8, 2007. Changing my search to explore the funky new Dew spelling, I found a new filing for Mtn Dew Game Fuel from January 7, 2009.
Regarding the caffeine content, Pepsi has confirmed that the new Game Fuel flavors will have the same amount as the original, 121 mg per 20 oz bottle (6.0 mg/oz).
More information is bound to surface regarding these new Mountain Dew Game Fuel flavors, so stay tuned!