Although soda consumption is in decline, PepsiCo’s Mountain Dew brand seems to be defying the norm with growing sales. In recent article, Buzz Feed explores the 'vagueness' surrounding the drink that adds to its popularity. The taste is unrecognizable and unduplicated, while the color is indescribable. But the brand has a loyal following and has managed to launch multiple spin-off flavors. Greg Lyons, vice president of marketing for Mountain Dew, told the source that Mountain Dew has seen growth because, “we’ve been innovating an awful lot more recently than we have in the past.”
The company recently launched its latest creation, Black Label, to be sold online and then in stores in 2016. And soon, there will be a Mountain Dew sauce at Buffalo Wild Wings.