Now, I want you to picture her standing at the counter, diligently weighing the precise ratio of water and beans to make pour-over coffee while a single shaft of sunlight striking the counter gives the entire scene a romantic glow. I drank coffee, because my Peter Pan syndrome manifests in almost every part of my life other than my breakfast caffeination of choice.Īnd in one more step of disclosure: Look, my wife heroically pulled herself out of bed this morning specifically to get coffee started.
I did not do the writerly thing and sacrifice my morning decorum and do the Dew before I penned this article. Then I remember that I’m wearing sweatpants to work and I worry that PepsiCo may have overestimated my ambition.ĭear reader, I will not lie to you. For a moment, the speech about rising to the challenges of life is actually a little inspiring. I take a swig of Mtn Dew Rise-Strawberry Melon Spark flavor-one afternoon as Imas explains this over Zoom. Someone who isn’t waiting, but will get up and Rise hit the snooze.” But ultimately, a disruptor and leader, the person first to the waves, to the court, to the office.
“What do we want the brand to represent?” asks Leon Imas, VP of beverage design and experience at PepsiCo beverages North America. Rise is also the first energy drink with citicoline, a supplement sometimes prescribed to people with Alzheimer’s disease that might help with mental clarity. Zinc plus vitamins A and C promise to assist with immune response. At 25 calories, it has 180 milligrams of caffeine-the same as two cups of coffee-and it’s loaded with supplements that are meant to be tempting in an era when we’re all concerned about our health. It’s available for $2.59 a can in the flavors Pomegranate Blue Burst, Orange Breeze, Strawberry Melon Spark, Tropical Sunrise, Berry Blitz, and Peach Mango Dawn. A year in development, Mtn Dew Rise is basically Mountain Dew that’s adulting.
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