Mentioned in this article
- Energy drink MTN DEW AMP GAME FUEL is “doing very well” via its focus on the gaming audience, said PepsiCo CEO Ramon Laguarta on the company’s Q2 2019 earnings call.
- PepsiCo CFO Hugh Johnston tells Billboard that the company can’t keep the brand’s specially-made caps in stock due to demand.
- MTN DEW AMP GAME FUEL released in January and sponsors esports entities such as the Call of Duty World League and OpTic Gaming.
PepsiCo’s MTN DEW AMP GAME FUEL energy drink is helping the Mountain Dew soda brand regain market share through its focus on gaming and esports, the company shared during its Q2 2019 earnings call.
“We just launched MTN DEW GAME FUEL to put one foot into the energy category, with a differentiated position more towards the gaming and that kind of demand opportunity,” said PepsiCo’s Ramon Laguarta, in response to a question about recapturing share for the brand. “It is doing very well. We plan to continue to innovate in that segment.”
According to a report from Billboard, PepsiCo claims that MTN DEW AMP GAME FUEL is selling so well that the company cannot keep its custom-made cap—produced by a European supplier—in stock. “Everything they make, we buy, and we’re selling every bit of product we make,” said PepsiCo CFO Hugh Johnston about the caps.
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MTN DEW AMP GAME FUEL is targeted towards gamers, and first debuted at this season’s first Call of Duty World League 
(CWL) event in Las Vegas in December 2018. Attendees were able to try the beverage before its official retail launch in January. The brand is now a sponsor of both the CWL and team OpTic Gaming . Mountain Dew also sponsors teams such as Immortals , Dignitas , and SK Gaming .
PepsiCo’s Q2 earnings beat projections, with 4.5% overall organic revenue growth, including 2% organic revenue growth for the company’s North American beverages division. Laguarta credited beverages such as MTN DEW AMP Game FUEL, Gatorade Zero, and Bubly with helping to drive increased revenue.
