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Posted: March 13, 2015

Is Mountain Dew getting into the moonshine business?

Cox Media Group National Content Desk

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Later this month, Mountain Dew will debut its latest product, "Mtn Dew DEWShine." 

From its long neck to its packaging and clearer consistency, the drink evokes an alcoholic feel. Not, to mention, it's call "DEWShine" -- as in, very similar to "moonshine."

But according to "USA Today," there's nothing alcoholic about the new drink. In fact, it's basically just plain old Mountain Dew, except it's a clearer citrus version with real sugar.

According to a rep for the beverage brand, owned by PepsiCo, the drink is meant not to look like booze but to give the feel of a past era.

Mountain Dew spokesperson Jennifer Ryan told "USA Today" the drink is "inspired by the brand's roots in the backwoods of Tennessee."

And the long neck and beer-like packaging?

Ryan told "USA Today" it's nothing new, adding it's "consistent with other premium soft-drink brands."

She said, "Mtn Dew DEWshine is packaged in a standard glass bottle. And, we've used this bottle for Mountain Dew in the past."

The new drink appears to be capitalizing on the craft-everything trend that seems to be dominating the food and drink market.

But, according to "USA Today," some feel Dew's marketing move is deceptive.

"The line between alcoholic and non-alcoholic beverages is intentionally being blurred by producers of both," Michael Scippa, director of public affairs at the advocacy group Alcohol Justice, told "USA Today." "Producers of high-sugar-content and high-alcohol-content beverages grow their markets by appealing to young people."

Only time will tell if the product will appeal to the masses. The drink will officially roll out March 23.

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