Mountain Dew - Packaging

Packaging

"Mountain Dew" was originally Southern and/or Irish slang for moonshine (i.e., homemade whiskey), or poitín as it is called in Ireland. Using it as the name for the soda was originally suggested by Carl E. Retzke at an O-I meeting in Toledo, Ohio, and was first trademarked by Ally and Barney Hartman in the 1940s. Early bottles and signage carried the reference forward by showing a cartoon-stylized mountaineer. The first sketches of the original Mountain Dew bottle labels were devised in 1948 by John Brichetto, and the representation on product packaging has changed at multiple points in the history of the beverage.