Carlsberg Britvic has expanded its carbonated soft drinks portfolio with the launch of Mountain Dew Pitch Black, introducing a citrus grape-flavoured variant across the UK wholesale and convenience sector.
The beverage makes its initial retail appearance exclusively through Booker in cases of 12, packaged in 500ml price-marked packs (PMPs) at a recommended retail price (RRP) of £1.75. Following the exclusive wholesale window, the stock-keeping unit (SKU) will roll out into broader national distribution across the UK from November 2026.
The launch aims to accelerate brand momentum in the impulse chiller, targeting shoppers seeking alternative fruit and dark-liquid carbonate profiles within the convenience sector.
"Mountain Dew is flying, with sales up over 11.5% year on year," said David Laidler, Brand Director of Carbonates at Carlsberg Britvic. "Our bold new Pitch Black flavour innovation offers customers an opportunity to build on that momentum. With its bold taste, striking dark liquid and standout pack, it's sure to grab shoppers' attention. We're confident Pitch Black will deliver strong sales by exciting fans, while bringing new consumers into the Mountain Dew brand."
Flavour Formulation and Packaging Formats
The product introduction brings a dark visual liquid profile to the brand's citrus-forward beverage range:
🍇 Mountain Dew Pitch Black: A carbonated soft drink combining Mountain Dew’s signature citrus baseline with dark grape flavour notes, packaged in 500ml £1.75 price-marked bottles.
By merchandising the variant in single-serve 500ml price-marked bottles, the brand maintains price transparency on independent shelves, an essential format mechanic for driving impulse conversion in local retail and forecourt chillers.
Phased Wholesale Rollout and Merchant Support
To drive visibility during the launch window, Carlsberg Britvic has deployed dedicated physical and digital point-of-sale (POS) marketing kits for independent store operators.
In-store display assets include full shelf barkers, A4 display posters, window vinyls, strut cuts, and branded bottle cut-outs, which retailers can order through Carlsberg Britvic's proprietary "At Your Convenience" trade portal.
For retailers operating digital touchpoints, the company is supplying downloadable static till screen graphics alongside promotional social media assets tailored for Facebook and Instagram feeds to communicate local availability.
Brand Performance and Convenience
The debut of Pitch Black comes amid sustained value growth for the Mountain Dew brand across the UK convenience landscape.
According to market figures from NIQ, the Mountain Dew brand is valued at £32.6 million in retail sales value, recording an annual value sales increase of more than 11.5%. The performance positions Mountain Dew as the third fastest-growing flavoured carbonates brand within the UK convenience channel.
The introduction of Pitch Black follows earlier portfolio additions from the distributor, reflecting ongoing flavour diversification across UK soft drink fixtures to attract younger demographics and stimulate higher cash margins for independent retailers.
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