I never graduated much past Sega Genesis and the gray-and-green Nintendo Game Boy, so Mountain Dew’s new line is not for me, I guess. Dubbed MTN DEW AMP GAME FUEL (pretty sure you have to type it in all-caps and imagine a Hulk Hogan voice screaming it), the four-flavor energy drink/soda line boasts that it’s created “by gamers, for gamers” with a no-slip grip, re-sealable lid, and ingredients that promote alertness and accuracy.
Okay, the re-sealable lid does seem cool. As for those gaming-enhancing ingredients, though, they’re what you would expect: caffeine and vitamins. According to its Amazon description, MTN DEW AMP GAME FUEL contains vitamins A&B, plus theanine (an amino acid found in green tea) and caffeine. The 16-ounce cans debut in stores January 19, and will come in four flavors: Charged Cherry Burst, Charged Berry Blast, Charged Tropical Strike and Charged Original DEW. (Why does every flavor need to have some kind of explosion?!)
“Knowing gaming is an endurance sport, we listened to what players have been asking for when it comes to a beverage,” Erin Chin, Mountain Dew’s senior director of marketing, said in a press release. “MTN DEW AMP GAME FUEL is the first-ever drink created specifically for gamers and stands in its own category.”
One tangible connection to gaming is literally the tactile feel of the cans: The can’s no-slip grip “mirrors the sensory design of accessories and hardware in gaming,” meaning it probably feels like the textured surface of a joystick. You know, the kind on the N64 controller.