PepsiCo Launches Mtn Dew Black Label

PURCHASE, NY -- PepsiCo is rolling out Mtn Dew Black Label, described as a "deeper darker Dew," targeting the tastes of a more refined younger generation.

The new twist to the classic carbonated soft drink is made with real sugar, dark berry flavor and herbal bitters. It comes in a signature 16-fl.oz. matte black can.

Last fall, PepsiCo released Mtn Dew Black Label exclusively at 600 colleges and universities to test its popularity. Word spread on social media and the product reportedly flew off the shelves.

The nationwide release of Mtn Dew Black Label is accompanied by the "Boldly Refined" campaign, which includes a digital spot that showcases different "gentlemen" -- skaters, including Dew athlete and pro Theotis Beasley, mixologists and gamers -- crossing over to the classier side of Dew with the help of putting on a unique jacket.

Also, starting in April, the brand will hit the road to introduce Mtn Dew Black Label to fans across the U.S. through a grassroots sampling tour, which will feature a pop-up sampling bar and other activities at retail locations, festivals and colleges and universities.