NEW YORK, March 13 (UPI) -- Mountain Dew is set to roll out DEWshine, a soda sold in a bottle resembling the packaging of craft beer.
The craft craze is making brands revamp their image -- much to the scorn of the public and craft beer makers.
Mountain Dew is no exception, it is trying to join the millennial trend with a new product that is made with real sugar rather than high-fructose corn syrup and is "inspired by the brand's roots in the backwoods of Tennessee," said spokeswoman Jennifer Ryan.
It will be sold in four-packs of glass bottles for $3.99. It's unclear whether the product will be caffeinated but it is likely it will as tradition with other products.
Those from the craft industry and food and beverage watchdogs criticized the new angle.
"The line between alcoholic and non-alcoholic beverages is intentionally being blurred by producers of both," Michael Scippa, director of public affairs at the advocacy group Alcohol Justice, told USA Today. "Producers of high-sugar-content and high-alcohol-content beverages grow their markets by appealing to young people."
DEWshine is non-alcoholic.
