Mountain Dew Pitch Black is finally heading to UK shelves, and it arrives with a track record that reads like a pop-up festival. The dark purple citrus grape soda, known for its distinctive color, has spent the past two decades popping up in the US for brief stretches before vanishing. Now it is rolling out nationwide in the UK, starting in November, with Carlsberg Britvic handling distribution.
The rollout begins with an exclusive run. Pitch Black will be available exclusively through wholesaler Booker Group throughout October, ahead of the full nationwide launch. That means UK shoppers who want to try it early will have to wait until October, when Booker becomes the only way to buy it. After that, the 12-pack of 16.9 oz bottles moves to supermarket shelves across the country.
Pitch Black’s Long History in the US
Pitch Black first appeared as a limited-edition Mountain Dew flavor in 2004. It returned several times since then, with its biggest moment coming in 2016. That year, Mountain Dew launched the DEWcision campaign, letting fans vote between Pitch Black and Baja Blast for a permanent spot in the lineup. Pitch Black won the vote and stayed on the shelf afterward.
But the win was temporary. The flavor eventually disappeared from widespread US retail distribution, leaving fans to chase it down during limited runs. The most recent major US retail comeback ended after a limited-time run, and as of October 2026, Pitch Black is not included in Mountain Dew’s main consumer-facing lineup of flavors in the US.
What the UK Rollout Looks Like
Carlsberg Britvic, which distributes Mountain Dew in the UK, is running the launch. The brand director of carbonates, David Laidler, is bullish on the product’s chances. He told reporters that the flavor’s bold taste, striking dark liquid, and standout pack will grab shoppers’ attention.
“We’re confident Pitch Black will deliver strong sales by exciting fans, while bringing new consumers into the Mountain Dew brand,” Laidler said.
The company also pointed to the brand’s current momentum in the UK. Mountain Dew sales there are up 11.5% year over year, with the brand now worth £32.6 million, or approximately $43.2 million, in retail sales value. Laidler framed the launch as a chance to keep that train moving.
“Mountain Dew is flying,” he said. “Our bold new Pitch Black flavor innovation offers customers an opportunity to build on that momentum.”
The Limited-Time Runs in the US
Pitch Black has not been entirely absent from the US market. PepsiCo continues to list the flavor through its business and foodservice channels, including 12 oz cans and 16.9 oz bottles. Availability varies by customer and business segment, meaning some buyers can still find it if they know where to look.
But the consumer-facing lineup tells a different story. As of October 2026, Pitch Black is not included in Mountain Dew’s main consumer-facing lineup of flavors in the US. That means anyone walking into a store and looking for it will likely walk out empty-handed.
The most recent major US retail run was in January 2023. That run included a Zero Sugar version and an energy drink variant, giving fans multiple ways to get their fix. But the run ended, and the flavor has not returned to regular shelves since.
Booker’s Exclusive October Run
The UK rollout takes a page from the US playbook. Before the nationwide launch, Pitch Black will be available exclusively through wholesaler Booker Group throughout October. That means UK retailers who want to stock it will have to work through Booker to get it on their shelves.
Fans who want to try it early will have to wait until October, when Booker becomes the only way to buy it. After that, the national launch in November opens it up to everyone.
| Market | Status | Timeline |
|---|---|---|
| UK | Exclusive Booker run, then nationwide | October (Booker) → November (nationwide) |
| US | Not in main lineup | Limited runs in 2016, 2023 |
The Brand’s UK Momentum
The timing of the UK launch is notable. Mountain Dew sales in the UK are up 11.5% year over year, with the brand now worth £32.6 million, or approximately $43.2 million, in retail sales value. Laidler’s confidence in the product’s ability to bring new consumers into the brand suggests the company sees Pitch Black as a growth driver.
The brand’s UK expansion has not stopped with Pitch Black. Another major Mountain Dew expansion followed, with Baja Blast officially launching at Taco Bell restaurants nationwide earlier this year. That pairing shows the brand’s willingness to push beyond traditional grocery channels.
Why Pitch Black Matters
The flavor’s appeal is simple: it looks different. A dark purple soda stands out on a shelf. The citrus grape taste is a departure from the standard Mountain Dew profile, which is why fans keep chasing it.
Each return brings a wave of interest, even though the flavor never stays around long enough to become routine. That pattern has created a built-in audience in the UK, where the brand is growing anyway.
Laidler’s prediction that Pitch Black will “deliver strong sales by exciting fans” while bringing new consumers into the brand is a bet on both groups. Existing Mountain Dew drinkers know the flavor from US runs; new shoppers might see the dark bottle and wonder what it tastes like.
The Road Ahead
The UK rollout is a calculated move. Booker’s exclusive October run gives retailers a chance to stock the flavor before the full launch. The November rollout opens it up to everyone.
The US comparison is instructive. Pitch Black has appeared and disappeared in the US without warning. The UK approach is steadier: an exclusive run, then a full rollout. Whether that steadiness translates into stronger sales remains to be seen.
For UK fans who have followed Pitch Black’s US adventures, the wait ends in October. Booker will be the only place to get it, and the rest of the UK will follow in November. The question is whether the dark purple bottle can do in the UK what it has done in the US: create a moment, then disappear until the next time.
The answer will come in November.
Source material: “Mountain Dew Pitch Black heads to UK after years away from US shelves,” Dexerto.
Get the Notebook.
The day's best stories and every fresh verdict, in plain English, in your inbox by seven. One email a day, no more.