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The town of Marion, Virginia, is stepping forward to solidify its legacy as the birthplace of the iconic beverage Mountain Dew. Nestled in Southwest Virginia's Smyth County, Marion is a scenic locale and the ground zero for creating one of the world's most recognizable and lucrative soft drink brands.
Historical Claims and Economic Hopes
With aspirations of boosting tourism and garnering international recognition, Marion's proactive stance involves rallying the support of Mountain Dew's inventors and PepsiCo, the brand's current owners. Daily Progress noted that the highly caffeinated, citrus-flavored drink, today a mammoth brand worth approximately $9 billion, has long been associated with the town.
PepsiCo, which acquired Mountain Dew in 1964, acknowledges the brand's deep-seated history with the highest purchase frequency among soft drinks, dominating as the #1 seller in its category.
Ken Heath, Marion's director of community and economic development, emphasizes the town's unique claim: "Ultimately, Marion gets the international recognition it deserves for having the recipe we drink today invented right here."
From Whiskey Mixer to Soft Drink Sensation
SWVA Today reported that Mountain Dew's roots trace back to the 1940s when Tennessee beverage bottlers Barney and Ally Hartman created it. Initially marketed as a whiskey mixer, the drink underwent significant taste transformations.
By the early 1960s, Bill Jones of the Tip Bottling Company in Marion ingeniously tinkered with the original recipe, laying the groundwork for the Mountain Dew flavor known and loved today. Marion's tale of innovation captures the essence of the drink's evolution from a soon-to-be-forgotten whiskey mixer to a global soft drink phenomenon.
A Call for Documentation
Marion is now collecting written testimonies from those who actively participated in the drink's developmental phase alongside Jones to bolster its claim. The endeavor seeks to cement the town's historical connection to Mountain Dew, paving the way for an official highway marker and potential tourism ventures, including a dedicated museum.
Through collaborative efforts with the Virginia Department of Historic Resources and community engagement, Marion aims to document and celebrate its pivotal role in shaping a beverage empire.
As the narrative unfolds, Marion's push for acknowledgment extends beyond mere recognition. It embodies a community's pride in its innovative spirit and contribution to American pop culture. In doing so, Marion seeks to claim its place in history and invite the world to explore its rich heritage and the storied origins of a soft drink that has captivated millions.
Photo: PR Newswire
