Mountain Dew's Pitch Black Lands in UK

Mountain Dew is set to expand its U.K. offerings with the introduction of Pitch Black, a new citrus grape-flavored drink. This unique beverage features a dark purple liquid and is presented in eye-catching, space-inspired packaging, differentiating it from the standard Mountain Dew range.

The highly anticipated Pitch Black will first be available exclusively through Booker starting in October 2026. Following this initial launch, the drink will receive a national rollout across the U.K. in November 2026. Consumers can expect Pitch Black in 500ml price-marked packs, with each case containing 12 bottles.

Carlsberg Britvic, the owner of Mountain Dew in the U.K., views Pitch Black as a significant opportunity to build on the brand's impressive sales growth, which has seen an increase of over 11.5% year on year. The brand director for carbonates, David Laidler, expressed confidence that the bold flavor, striking appearance, and standout packaging will attract both existing fans and new consumers.

To support the launch, Carlsberg Britvic will provide independent retailers with promotional materials through its At Your Convenience platform. These materials include point-of-sale items like barkers, A4 posters, window vinyls, and digital assets for social media.