Mountain Dew Research Articles

The U.S. Carbonated Beverages Market: A Competitive Profile

This is the twenty-second paper—and the 23rd and 24th studies--that follow the footsteps of twenty-two studies that have tried to analyze the competitive profiles of U.S. consumer markets: Men’s Shaving Cream, Beer, Shampoo, Shredded/Grated Cheese, Refrigerated Orange Juice, Men’s Razor-Blades, Women’s Razor-Blades, Toothpaste, Canned Soup, Coffee, Potato Chips, Alkaline AA Battery, Facial Tissue, Toilet Paper, Paper Towel, Disposable Diapers, Sanitary Pads, Automatic-Dishwasher Detergent, Hand-Dishwashing Detergent, Household Liquid Non-Disinfectant Cleaner, Heavy-Duty Liquid Laundry Detergent, and Deodorant.Michael Porter associates high market share with cost leadership strategy, which is based on the idea of competing on a price that is lower than that of the competition.However, customer-perceived quality—not low cost—should be the underpinning of competitive strategy, because it is far more vital to long-term competitive position and profitability than any other factor. So, a superior alternative is to offer better quality vs. the competition.In most consumer markets, a business seeking market share leadership should try to serve the middle class by competing in the mid-price segment; and offering quality better than that of the competition: at a price somewhat higher to signify an image of quality, and to ensure that the strategy is both profitable and sustainable in the long run. The middle class is the socio-economic segment that represents about 40% of households in America.Quality, however, is a complex concept, consumers generally find difficult to understand. So, they often use relative price, and a brand’s reputation, as a symbol of quality.The U.S. Carbonated Beverages is a mega-market that had retail sales of $14,178 million in 2008. It had six segments: Cola Regular, Cola Diet, Non-Cola Regular, Non-Cola Diet, Lemon-Lime Regular, and Lemon-Lime Diet. We have combined them in two studies: Cola Regular and Diet Carbonated Beverages, and Non-Cola--Lemon-Lime Regular Carbonated Beverages, with 2008 retail sales, respectively, of $6,639 million, and $5,415 million.For both markets we have focused our analysis on the 12-Oz size because it was the most popular.Using Hierarchical Cluster Analysis, we tested two hypotheses: (I) That the market leader is likely to compete in the mid-price segment, and that (II) Its unit price is likely to be higher than that of the nearest competition.For the Cola Carbonated Beverages market, the data did not support Hypothesis I for both 2008 and 2007, because Coca-Cola Classic Regular, the market leader, was a member of the super-premium segment.Similarly, the data did not support Hypothesis II for both 2008 and 2007 either, because Pepsi Regular, the runner-up, had a unit price that was higher than that of the market leader, Coca-Cola Classic Regular.For the Regular Non-Cola--Lemon-Lime Carbonated Beverages market the data also did not support Hypothesis I because Mountain Dew, the market leader, was a member of the premium segment for both 2008 and 2007.However, the data did support Hypothesis II, because, Dr. Pepper, the runner-up, had a unit price that was lower than that of the market leader, Mountain Dew for 2008 and 2007.We found that relative price was a strategic variable, as we have hypothesized.We also discovered two strategic groups in the Cola Carbonated Beverages market, and four in the Non-Cola--Lemon-Lime Regular Carbonated Beverages market. A pattern is emerging in price-quality segmentation analysis. In thirteen of the twenty-four studies—that exclude Men’s Razor-Blades, Women’s Razor-Blades, Coffee, Toilet Paper, Paper Towels, Disposable Diapers, Sanitary Pads, Liquid Heavy-Duty Laundry Detergent, Deodorants, Cola Carbonated Beverages, and Regular Non-Cola--Lemon-Lime Carbonated Beverages—the market leader was found to be a member of the mid-price segment, as we have hypothesized.Also, results in eleven markets supported Hypothesis II.

The Mountain Dew Commercial and the Intersection of News, Information, and Racial Ideology

In the context of America’s active movement toward equality and the unity of races in the post-racist era, the Mountain Dew commercial demonstrates that the media realm continues to be dominated by the biases and stereotypes of racist origin. The study aimed to examine the case study of a Mountain Dew Commercial and critically documented its racial elements which sparked widespread criticism. Using Stuart Hall’s model of Encoding/Decoding, the study disclosed both the denotative and connotative meanings contained in the most racist advertisement in the history of commercials, as called by one of the critics. It examined the commercial from the viewpoint of the different levels of meanings and investigated the relationship between the portrayal of Black people and the ideological meanings that they carry in terms of the existing stereotype and its relation to other racial minorities. Also, the viewpoints of Tyler, the Creator, and Dr. Boyce Watkins were given which presented the arguments in favor and against racial content, aired by commercial entities. The study provided insight into how the idea of a post-racial society is discussed within the Black community, where experiences, education, and class play a major part in shaping competing racial politics.

Consumers Preference towards Various Brands of Cold Drinks among Buddhist Tamang Community in Kavresthali, Kathmandu

This topic of study aims at finding out whether the consumers’ expectations of matched their satisfaction level on the basis of quality products provided by cold drinks suppliers and manufactures companies (i.e. Coca-Cola, Pepsi, Sprite, Mountain Dew and Fanta) among Buddhist Tamang Community in Kavresthali, Kathmandu. So, the research is to study the preference of the consumers and their satisfaction level. With a view to remaining competitive leading position and for businesses to grow, product quality and customer preference are key ingredients. The purpose of this study was to describe how consumers perceive product quality whether they are satisfied with product/cold drinks offered by the stated companies. The thrust of this study was to compose an assessment of product quality and consumer satisfaction of the companies. The questionnaire was developed and distributed using a convenience sampling technique among 100 respondents (Individual consumers and Retailers) within and from Buddhist Tamang Community in the Tarakeshwor Municipality 2, Kavresthali, and Kathmandu. From the analysis, it was found that the overall product quality offered by the companies Coca-Cola and Mountain Dew were relatively higher than others. Further, the analysis proved that the dependency of customer satisfaction on the quality of product and value for money were a very high positive correlation. This is why; this has been appeared that the most of the cold drinks suppliers and manufactures companies need to be very much concerned with the satisfaction of consumers by offering quality products with reasonable prices. The researcher makes a few recommendations based on the findings of the study. First of all, the management of the companies should pay attention to improve the product quality and other factors which may lead to customer satisfaction thereby improving its performance and the overall brand image and profitability of the Companies.

Quality Assessment of Soft Drinks Available at Local Market in Surkhet

Soft drinks have been reported to contain some toxic substance and other unwanted material beyond the acceptable limits in some countries including Nepal. Therefore, the main objective of this study was to access the quality and characteristics of selected soft drinks found in Birendranagar, Surkhet. Fifteen samples of marketed soft drinks were collected from the market. Qualitative test for the presence of reducing sugar, phosphates, alcohol and carbon dioxide in the samples were carried out. Quantitative test were also done for hardness, pH, iron content ammonia, chloride and also density measurement for ensuring the quality of available soft drinks. The presence of high sugar content in the sample and also the acidity of sample also indicate the presence of contaminants in the available sample. The pH value of Coca-Cola (2.5), highly acidic in nature, total hardness in Mountain Dew sample is found to be 350 mg/lit whereas for Pepsi is 76 mg/lit. Therefore, the quality of marketed soft drinks must be regulated by the regulatory bodies.

Discourse Analysis of Ideologies behind Television Commercials of Cold Drink Brands in Pakistan

Television commercials (TVCs) play a significant role in advertising due to their extensive reach and effectiveness in capturing audience attention. This research aims to examine the ideologies and persuasive techniques employed in TVCs for cold drinks, specifically focusing on the commercials of Pepsi and Mountain Dew in Pakistan. The study utilizes a comprehensive methodology including discourse analysis of images and hidden messages within the selected commercials. Fairclough's three-dimensional framework is applied, encompassing the analysis of text production, audience interpretation, and the social conditions surrounding these processes. The linguistic features, such as voiceover, visuals, and multimodality, are explored in detail. The findings reveal that both Pepsi and Mountain Dew commercials strategically employ techniques and themes to appeal their target audiences. Pepsi's "Why Not Meri Jaan?" campaign targets cricket enthusiasts, promotes the emotional connection of sharing moments while watching matches. Mountain Dew, on the other hand, targets adventurous male youth, emphasizing fearless extreme sports. These advertisements construct and reinforce social values to cultivate a devoted consumer base and encourage widespread consumerism. The research sheds light on the persuasive power of TVCs and their ability to shape consumer behavior through the portrayal of desirable social qualities associated with the consumption of carbonated drinks.

Cerebral vascular function following the acute consumption of caffeinated artificially- and sugar sweetened soft drinks in healthy adults.

Chronic consumption of sugar- and artificially-sweetened beverages (SSB and ASB) are associated with an increased risk of stroke but it is unclear how acute consumption influences cerebral vascular function. Purpose: We hypothesized that: (1) acute consumption of SSB and ASB would augment dynamic cerebral autoregulation (dCA) and attenuate cerebral vascular reactivity to hypercapnia (CVRCO2) compared to water; and (2) dCA and CVRCO2 would be attenuated with SSB compared to ASB and water. Methods: Twelve healthy adults (age: 23 ± 2 years, four females) completed three randomized trials where they drank 500 ml of water, SSB (Mountain Dew®), or ASB (Diet Mountain Dew®). We measured mean arterial pressure (MAP), middle and posterior cerebral artery blood velocities (MCAv and PCAv), and end-tidal CO2 tension (PETCO2). Cerebral vascular conductance was calculated as cerebral artery blood velocity/MAP (MCAc and PCAc). Twenty min after consumption, participants completed a 5 min baseline, and in a counterbalanced order, a CVRCO2 test (3%, 5%, and 7% CO2 in 3 min stages) and a dCA test (squat-stand tests at 0.10 Hz and 0.05 Hz for 5 min each) separated by 10 min. CVRCO2 was calculated as the slope of the linear regression lines of MCAv and PCAv vs. PETCO2. dCA was assessed in the MCA using transfer function analysis. Coherence, gain, and phase were determined in the low frequency (LF; 0.07-0.2 Hz) and very low frequency (VLF; 0.02-0.07 Hz). Results: MCAv and MCAc were lower after SSB (54.11 ± 12.28 cm/s, 0.58 ± 0.15 cm/s/mmHg) and ASB (51.07 ± 9.35 cm/s, 0.52 ± 1.0 cm/s/mmHg) vs. water (62.73 ± 12.96 cm/s, 0.67 ± 0.11 cm/s/mmHg; all P < 0.035), respectively. PCAc was also lower with the ASB compared to water (P = 0.007). MCA CVRCO2 was lower following ASB (1.55 ± 0.38 cm/s/mmHg) vs. water (2.00 ± 0.57 cm/s/mmHg; P = 0.011) but not after SSB (1.90 ± 0.67 cm/s/mmHg; P = 0.593). PCA CVRCO2 did not differ between beverages (P > 0.853). There were no differences between beverages for coherence (P ≥ 0.295), gain (P ≥ 0.058), or phase (P ≥ 0.084) for either frequency. Discussion: Acute consumption of caffeinated SSB and ASB resulted in lower intracranial artery blood velocity and conductance but had a minimal effect on cerebral vascular function as only MCA CVRCO2 was altered with the ASB compared to water.

Evaluation of Various Carbonated Soft Drinks to Assess their Effects on Human Health

Sugar, citric acid, phosphoric acid, and caffeine are extensively present in soft drinks. The high concentrations of these elements have harmful effects on human health. A series of nine carbonated drinks namely Pepsi, Mountain Dew, 7-up, Mirinda, Coca cola, Sprite, Fanta, Amrat cola, and Amrat lemon were collected from the open market of Peshawar, Pakistan. Various physicochemical parameters were measured to evaluate the quality of the collected drinks. Brix (Total dissolved solids) were found to be 11.40, 11.90, 10.70, 12.90, 10.37, 10.0, 13.00, 10.6, and 10.20% in Pepsi, Mountain Dew, 7-up, Mirinda, Coca-cola, Sprite, Fanta, Amrat cola, and Amrat lemon, respectively. CO2 gas volume (G. V) was found to be 3.60, 3.20, 3.70, 1.80, 3.80, 3.80, 1.80, 3.80, and 3.70 G.V in Pepsi, Mountain Dew, 7-up, Mirinda, Coca-cola Sprite Fanta, Amrat cola, and Amrat lemon, respectively. Caffeine was found only in Pepsi, Coca cola, Amrat cola, and Mountain Dew, having a concentration of 103, 105, 109, and 146 mg/L, respectively. Pepsi, Coca cola, and Amrat cola were free of citric acid. The citric acid amounts were 1337.6, 1459.2, 1816.32, 1196.8, 1664, and 1216 mg/L in Mountain Dew, 7-up, Mirinda, Sprite, Fanta, and Amrat lemon, respectively. Phosphoric acid was found only in Pepsi, Coca cola, and Amrat cola, in the amounts of 583.1, 490, and 588 mg/L, respectively. It is concluded that the frequent use of carbonated soft drinks (CSD) could cause serious health damage.

"This Abominable Evil Is the Source of Fetid Corruption": The IRA's 1920 War on Poitín

"This Abominable Evil Is the Source of Fetid Corruption":The IRA's 1920 War on Poitín Caoimhín de Barra (bio) As the Irish Republican Army waged war on crown forces during the Irish War of Independence, British control of large parts of Ireland collapsed. The escalating conflict was a boon for those who could profit from the slackening of law and order, especially those in the business of illegal distillation. This raised a dilemma for republican paramilitaries. Fighting a guerilla campaign against an enemy with significant advantages in terms of financing and equipment, the IRA could scarcely afford to divert resources toward combating the poitín trade in the Irish countryside. Yet it did. In fact, the second half of 1920 witnessed a serious campaign in which local IRA commanders, acting on their own initiative, sought to destroy the illicit-whiskey trade. Over the following six months IRA poitín raids took place across the north, west, and south, with stills seized in Kerry, Galway, Mayo, Sligo, Donegal, Tyrone, Cavan, Monaghan, Antrim, and Armagh. Exactly how many such operations took place is difficult to ascertain. After all, members of an illegal organization searching for fellow lawbreakers engaged in criminality was not the kind of activity that generated exhaustively detailed written records. But based on newspaper reports and witness statements, a conservative estimate is that the Irish Volunteers conducted about one hundred such raids in the second half of 1920. Some of these operations could be quite extensive. One raid at Ballyscally in Tyrone involved thirty men, while a report in the Anglo-Celt claimed (possibly with some exaggeration) that the seizure of a still at a farmer's house at Ture in Monaghan included between two and three hundred participants.1 An article in [End Page 283] the Sligo Champion described a series of poitín raids in the townland of Masshill, reporting that: It is rumoured that about forty men were engaged, and that the operations were carried out in real military style. Sentries and outposts were thrown out. A line of communication was kept up between the raiding party and the outposts by means of dispatch riders and signaling with cycle lamps. The orders were given to the men through a megaphone, and the houses to be raided were approached and surrounded without the least noise.2 This scene naturally raises some questions. Why was the IRA engaged in this kind of activity at all? We also might wonder what was the reaction of the ordinary men and women of Ireland, the people on whose behalf the Irish Volunteers claimed to be fighting, to the effort to stamp out poitín distillation. Why did the crusade against "mountain dew" stop as abruptly as it started, and what insight does it offer into the vision of a new Ireland that these revolutionaries had? The IRA was motivated by a number of factors. Firstly, as an entity dedicated to overthrowing the system, the IRA was committed to a new society, and for many of them alcohol's place needed to be tempered. Secondly, the IRA understood that suppressing poitín had public-relations potential. After all, it wanted the Irish public to recognize the IRA as the legal authority on the island, and what better way to demonstrate its fitness to rule than holding illicit-whiskey distillers to account? Thirdly, as the Catholic church was also morally opposed to poitín, the IRA hoped that tackling the manufacture and distribution of moonshine would reinforce the sense that it was doing God's work. Hence the Irish Volunteers often displayed the captured tools of the trade, such as stills and worms, on church grounds on Sundays. The topic of poitín and the IRA during the War of Independence has received very little attention. In Michael Hopkinson's The Irish War of Independence and Charles Townshend's The Republic: The Fight for Irish Freedom, for example, poitín is barely mentioned at all, with both books dedicating only a sentence to it.3 John Borganovo is [End Page 284] similarly brief when broaching the topic in his recent essay "Peasant Resistance Traditions and the Irish...

Soft Drinks Intake is Associated with Obesity and Urine Disorders in Medical Students

Aim: To determine the ramifications of soft drinks on Body Mass Index and effects on various renal parameters. Study design: Cross-sectional study Place and duration of study: HBS Medical and Dental College from 1st January 2020 to 31st December 2021. Methodology: One hundred and ten students from first year to final year MBBS were recruited from Medical Colleges of Islamabad. We assessed caffeinated sugar beverage consumption (Sprite, Mountain Dew, Coke, Pepsi &amp; 7-Up). Inclusion criteria consisted of users (n=48) who took caffeinated soft drinks at least 5-7 glasses/week. Those who took less than this drink was labelled non-users (n=62). Questionnaire we used was self-administered about sociodemographic data, height, weight, soft drinks consumption frequency, and a record of urine R/E Combi 10 strip test. Results: There were 41(37.3%) males and 69(62.7%) females. The percentage of underweight, normal, overweight and obese students was 31.8%, 36.4%, 22.7% and 9.1% respectively. Out of total females (62.7%), the group overweight (30.4%) and obese (10.1%) was highly significant. (p=0.008). The user students n=48(43.6%) took caffeinated drinks more than 5-7 glasses/week and were found to be significantly obese p=0.17 as compared to non-users n=62(56.4%).Soft drink consumption was significantly associated with proteins appearance in urine (p=0.00) and leucocytes (p=0.17) and the mean PH of urine of soda users was highly significantly acidic (p=0.00) by using combi-10 test strips. Conclusion: Very high sugar contents and other ingredients in soft drinks can be associated with obesity, metabolic and kidney disturbances in young students which in chronic cases exacerbate the condition. Keywords: Obesity, Urine disorder, Caffeinated drinks

Erosive Effect of Acidic Beverages and Dietary Preservatives on Extracted Human Teeth-An In Vitro Analysis.

Frequent consumption of acidic beverages and dietary preservatives in younger generation, diet-conscious (celebrities), and obese individuals have a rapid impact on demineralization of the teeth. An attempt was made to analyze the erosive potential of various acidic beverages. One hundred and ninety extracted human permanent teeth were sectioned longitudinally, pre-weighed, randomly grouped, and placed in nine acidic beverages (200 mL) with predetermined pH, i.e., three commercially available fruit juices, three carbonated drinks, and three dietary preservatives. The sectioned specimens (n = 10) were analyzed at time intervals of 12, 24, 48, and 96 days. Mean weight loss was calculated, and surface changes were assessed under a stereomicroscope. The demineralization pattern and microscopic changes were observed under a compound and polarizing microscope. One-way analysis of variance test followed by Tukey's post-hoc analysis was employed. Overall the maximum demineralizing effect was caused by vinegar and apple cider. In the fruit juices category, lemon juice induced significant changes, while in the carbonated drinks category Coca-Cola induced the maximum changes and in the category of food preservatives vinegar induced the maximum changes. Severe discoloration was seen with respect to Coca-Cola followed by Mountain Dew (carbonated drink). The present study is unique as three different types of microscopes have been employed and both dentin and enamel of permanent teeth have been analyzed. In addition, the effect of dietary preservatives on hard tissues was evaluated. Oral health educators can reinforce important practices such as decreasing the frequency of consumption and time duration of beverage contact with the teeth. Also, the use of mouth rinses and buffering agents after the consumption of dietary beverages can be advocated along with regular fluoride application for those who are regular consumers.

Dynamic Cerebral Autoregulation following the Acute Consumption of Soft‐drinks in Healthy Adults

Chronic consumption of high-fructose corn syrup (HFCS) and artificially sweetened beverages (ASB) are associated with an increased risk of stroke. An attenuation in dynamic cerebral autoregulation (dCA), a measure cerebral vascular function during changes in arterial blood pressure, may indicate cerebral vascular dysfunction. Thus, understanding the acute effects that HFCS and ASB consumption has on dCA may help understand the increased risk of stroke associated with the chronic consumption of these beverages. Purpose We tested the hypothesis that dynamic cerebral autoregulation (dCA) is attenuated following the acute consumption of HFCS and ASB soft-drinks compared to Water. Methods Twelve healthy adults (age: 23±2 y, 4 females) completed three randomized, double-blind trials. Participants drank 500 mL of Water, HFCS (Mountain Dew) or ASB (Diet Mountain Dew). We continuously measured blood pressure (MAP), mean middle cerebral artery blood velocity (MCAv), and end-tidal CO2 tension (PETCO2). Cerebral vascular conductance (CVC) was calculated as mean MCAv/MAP. Twenty minutes after experimental beverage consumption participants completed a 5 minute seated baseline, followed by an oscillatory blood pressure challenge. The oscillatory blood pressure challenge consisted of squat-to-stand intervals at two different frequencies (0.10 Hz and 0.05 Hz) for 5 minutes each separated by 5 minutes of seated rest. dCA was assessed in the MCA using transfer function analysis. Coherence, gain and phase are reported in in predefined frequency domains: low frequency (LF; 0.07-0.2 Hz) and very low frequency (VLF; 0.01-0.07 Hz) for the 0.10 Hz and 0.05 Hz, respectively. Values are reported as mean±SD. Results At baseline, MCAv (HFCS: 53.7±11.5 and ASB: 52.2±10.3 vs. Water: 61.4±10.8 cm/s; p<0.01) and MCA CVC (HFCS: 0.6±0.2 and ASB: 0.5±0.1 vs. Water: 0.7±1 cm/s/mmHg; p<0.02) were lower following HFCS and ASB vs. Water. During the 0.10 Hz squat-to-stand, there were no differences between beverages for coherenceLF (p=0.30) or phaseLF (p=0.68). GainLF was lower following ASB (0.81±0.21 cm/s/mmHg) compared to Water (0.95±0.27 cm/s/mmHg; p=0.01) but there was no difference in gainLF between HFCS (0.92±0.23 cm/s/mmHg) and Water (p=0.53). During the 0.05 Hz squat-to-stand, there were no differences between beverages for coherenceVLF (p=0.83) or gainVLF (p=0.28). PhaseVLF was higher following ASB (45.4±8.5 degrees) compared to Water (39.8±8 degrees; p=0.06) but there was no difference in phaseVLF between HFCS (43.8±10.3 degrees) and Water (p=0.31). Conclusions Our data indicate that acute consumption of an ASB did not consistently alter dCA in both frequency bands. Additionally, dCA was not altered following a HFCS soft-drink. However, future research is warranted to determine the effects of chronic consumption of HFCS and ASB soft-drinks on cerebral vascular function and the increased the risk of stroke.

Arterial stiffness is not acutely modified by consumption of a caffeinated soft drink sweetened with high fructose corn syrup in young healthy adults

Purpose Excessive intake of fructose is associated with an increased risk of developing cardiovascular disease. A major source of dietary fructose is the ingestion of high fructose corn syrup (HFCS) in sugar sweetened beverages (e.g., soft drinks). High arterial stiffness is an independent risk factor for cardiovascular morbidity and mortality. Thus, it is possible that regular consumption of beverages containing HFCS acutely and/or chronically increase arterial stiffness. However, this has never been explored. This study tested the hypothesis that ingestion of a caffeinated soft drink containing HFCS acutely increases arterial stiffness. Methods Fourteen healthy adults (25 ± 3 y, 6 women) reported to the laboratory for two experimental visits and consumed either 500 mL of tap water (H2O) or 500 mL of Mountain Dew® (an HFCS containing caffeinated beverage, DEW) in their first visit and consumed the other beverage in their next experimental visit, employing a counterbalanced, crossover, randomized design. Data were collected pre-consumption, 30 min post-consumption and 120 min post-consumption. Arterial stiffness was measured as carotid-to-femoral pulse wave velocity (cfPWV) using applanation tonometry. Peripheral (brachial) blood pressure was measured via electrosphygmomanometry. Central (aortic) blood pressure was estimated from transfer function analysis of the radial artery pressure waveform. Indices of pulse wave reflection were calculated from the synthesized central pressure waveforms. Data are presented as mean ± SD. Results cfPWV did not differ pre-consumption (DEW: 5.5 ± 0.6 m/s, H2O: 5.3 ± 0.7 m/s, P=0.69). At 30 min post-consumption, cfPWV was higher in the DEW trial (5.7 ± 0.6 m/s) compared to the H2O trial (5.3 ± 0.6 m/s, P=0.01), but cfPWV was not different between DEW and H2O at 120 min post-consumption (DEW: 5.7 ± 0.6 m/s, H2O: 5.5 ±0.6 m/s, P=0.13). Notably however, changes in cfPWV from pre-consumption did not differ between DEW and H2O at 30 min post- (DEW: 0.2 ± 0.3 m/s, H2O 0.0 ± 0.3 m/s, P=0.34) or 120 min post-consumption (DEW: 0.3 ± 0.4 m/s, H2O: 0.2 ± 0.3 m/s, P=0.77). Peripheral and central systolic (P≥0.50) and diastolic (P≥0.25) pressures did not differ between the DEW and H2O trials at any time point. Thus, peripheral (at 120 min post-consumption – DEW: 94 ± 6 mmHg, H2O: 92 ± 6 mmHg, P=0.31) and central (at 120 min post-consumption – DEW: 89 ± 7 mmHg, H2O: 85 ± 7 mmHg, P=0.13) mean arterial pressure also did not differ between trials. Moreover, aortic augmentation pressure, augmentation index, augmentation index corrected to a heart rate of 75 bpm, and reflection magnitude did not differ between the DEW and H2O trials at pre- (P≥0.22), 30 min post- (P≥0.55) or 120 min post-consumption (P>0.18). Conclusion Compared to drinking an equivalent volume of water, consumption of 500 mL of a commercially available caffeinated soft drink containing HFCS has little acute effect on indices of arterial stiffness or central blood pressure. The effect of chronic consumption of soft drinks containing HFCS on arterial stiffness and blood pressure regulation remain largely unknown.

Arterial stiffness is not acutely modified by consumption of a caffeinated soft drink sweetened with high-fructose corn syrup in young healthy adults.

We tested the hypothesis that ingestion of a caffeinated soft drink sweetened with high‐fructose corn syrup acutely increases arterial stiffness. In a randomized counterbalanced, crossover design, fourteen healthy adults (25 ± 3 years, 6 women) reported to the laboratory for two experimental visits where 500 ml of tap water (H2O) or 500 ml of Mountain Dew® (a caffeinated soft drink sweetened with high‐fructose corn syrup (HFCS)) were consumed. Arterial stiffness (carotid‐to‐femoral pulse wave velocity (cfPWV)), peripheral and central blood pressures were measured pre‐consumption, 30 min post‐consumption, and 120 min post‐consumption. Prior to each measurement period, beat‐to‐beat hemodynamic measures were collected. Changes in heart rate, blood pressure, and cardiac output from pre‐consumption did not differ between trials at any timepoint (p ≥ 0.06). Moreover, changes in peripheral or central blood pressures from pre‐consumption did not differ between trials (p ≥ 0.84). Likewise, changes in cfPWV from pre‐consumption to 30 min post‐consumption (HFCS: 0.2 ± 0.3 m/s, H2O: 0.0 ± 0.3 m/s, p = 0.34) and 120 min post‐consumption (HFCS: 0.3 ± 0.4 m/s, H2O: 0.2 ± 0.3 m/s, p = 0.77) did not differ. Changes in aortic augmentation pressure, augmentation index, augmentation index corrected to a heart rate of 75 bpm, and reflection magnitude did not differ between conditions at 30 min post‐ (p ≥ 0.55) or 120 min post‐ (p ≥ 0.18) consumption. In healthy young adults, ingesting 500 ml of a commercially available caffeinated soft drink sweetened with high‐fructose corn syrup does not acutely change indices of arterial stiffness and wave reflection.

Do Carbonated Beverages Reduce Bleeding from Gill Injuries in Angled Northern Pike?

AbstractThe premise of catch‐and‐release recreational angling is that postrelease survival is high. Therefore, it is common for anglers, management agencies, and conservation organizations to share information on handling practices and other strategies that are believed to improve the welfare and survival of fish that are released. A recent surge in popularity has sensationalized the use of carbonated beverages to treat bleeding fish—an intervention that is purported to stop bleeding but has yet to be validated scientifically. We captured Northern Pike Esox lucius via hook and line and experimentally injured their gills in a standardized manner. Gill injuries were treated with Mountain Dew, Coca‐Cola, or carbonated lake water. The duration and intensity of bleeding as well as overall blood loss (using gill color as a proxy) were observed while the fish were held in a lake water bath. As a control, we used a group of experimentally injured fish that did not have liquid poured over their gills before the observation period. All treatments and the control were conducted at two different water temperatures (11–18°C and 24–27°C) to determine whether the effects of pouring carbonated beverages over injured gills are seasonally dependent. When compared to the control, we found that the duration and intensity of bleeding increased regardless of the type of carbonated beverage used in this study, and there was no effect of season. Use of chilled versus ambient‐temperature beverages similarly had no influence on outcomes. As such, there is no scientific evidence to support the use of carbonated beverages for reducing or stopping blood loss in fish that receive gill injuries during recreational angling based on the context studied here. Our study reinforces the need to scientifically test angler anecdotes and theories regarding best practices for catch‐and‐release fishing.

Impact of Social Media Advertising On Indian Energy Drink Market

We have addressed the present study, which discusses the impact on customer brand preferences of social media advertising. Social networking as an immersive business environment where marketers and brand managers can better engage with, communicate and impact consumer decision making (high-energy drinks) on products. This is so important. The new challenge of marketers is to realize that customer-led marketing is a significant marketing feature. When everybody searches for a health alternative in this new situation. All try to keep foot. This is an incentive for the energy drink industry to eventually expand. In the 2020-2025 forecast period, the Indian energy drink market is projected to expand in the CAGR by 9.22%. Energy drinks such as Red Bull, Gatorade, Sting and Mountain Dew are popular. All businesses attract customers through diverse tactics such as cutting prices, promoting celebrities and funding various sports. These businesses have continued to impact people in the rising Energy Drink market. Social media's influence is huge. Social networking ads is the upcoming medium for both businesses to try to build a footprint. Red Bull and Mountain Dew, who have done outstanding marketing work and are still involved in the social media.

Increases in renal segmental artery vascular resistance acutely provoked by soft drink consumption are likely caused by high fructose corn syrup

Regular excessive sugar‐sweetened soft drink consumption is associated with a higher risk of chronic kidney disease. Despite this association, relatively little is known about the acute physiological effects of soft drink consumption. High fructose corn syrup (HFCS) sweetened soft drinks elicit greater increases in blood pressure compared to soft drinks sweetened with sucrose. We have identified that, compared to drinking water, consuming a HFCS sweetened soft drink increases vascular resistance in the segmental arteries in the kidneys. It is unknown if this observation is unique to the HFCS in the soft drink or whether other beverage characteristics contributed to this response.PurposeTest the hypothesis that consuming a HFCS sweetened soft drink increases renal segmental artery vascular resistance compared to sucrose and artificially sweetened soft drinks, and water.MethodsTwelve healthy adults (24 ± 4 y, 2 females) participated in a randomized, double‐blind, quasi‐taste matched, crossover study. In four experimental trials, subjects drank 500 mL of a commercially available HFCS sweetened soft drink (HFCS, Mountain Dew®, osmolality: 846± 2 mOsm/kg), sucrose sweetened soft drink (SUCROSE, Mountain Dew Throwback®, osmolality: 730 ± 2 mOsm/kg), artificially sweetened soft drink (DIET, Diet Mountain Dew®, osmolality: 59 ± 2 mOsm/kg) and water (WATER, osmolality: 0 mOsm/kg) within a 5 min period. All soft drinks had a caffeine content of 77 mg. Data were collected following 20 min supine rest and 30 min post‐drinking. Blood pressure was measured in duplicate (sphygmomanometry). Renal and segmental artery blood velocities (BV) were obtained via Doppler ultrasound. Plasma osmolality was measured in venous blood samples. Vascular resistance (VR) in the renal and segmental arteries was calculated as mean arterial pressure (MAP) divided by BV. Data are presented as mean ± SD.ResultsThere were no differences between trials in MAP (P=0.90), renal artery BV (P=0.93) or VR (P=0.95), or segmental artery BV (P=0.32) or VR (P=0.28) pre‐drinking. Plasma osmolality increased post‐drinking of HFCS (by 2 ± 2 mOsm/kg, P=0.04) and SUCROSE (by 2 ± 2 mOsm/kg, P=0.04) but did not change with DIET (P=0.44) or WATER (P=0.98). MAP increased post‐drinking of SUCROSE (by 4 ± 4 mmHg, P=0.01) and DIET (by 4 ± 3 mmHg, P&lt;0.01) but not with HFSC (P=0.17) or WATER (P&gt;0.99). Renal artery BV increased post‐drinking of SUCROSE (by 2.6 ± 3.7 cm/s, P=0.04) but did not change with HFCS (P=0.43), DIET (P=0.99) or WATER (P=0.22). Renal artery VR did not change post‐drinking of HFCS (P=0.28), SUCROSE (P=0.31), DIET (P=0.77) or WATER (P=0.27). Drinking HFCS reduced segmental artery BV (by 1.6 ± 2.3 cm/s, P=0.01) but did not change with SUCROSE (P&gt;0.99), DIET (P=0.99) or WATER (P=0.95). Segmental artery VR increased post‐drinking of HFCS (by 0.34 ± 0.55 mmHg/cm/s, P=0.02) but did not change with SUCROSE (P=0.96), DIET (P=0.67) or WATER (P=0.72).ConclusionAcute increases in renal segmental artery vascular resistance following soft drink consumption were likely caused by HFCS in these drinks, and not beverage osmolality or caffeine content.

Microvascular Vasodilatory Consequences of Acute Consumption of a High Fructose Caffeinated Soft Drink

PurposeExcessive intake of high fructose sugar sweetened beverages is associated with a greater risk of cardiovascular disease. This increased risk may be attributed, in part, to fructose‐mediated elevations in vasoconstrictor tone. Compared to water, consumption of a high fructose caffeinated soft drink elicits vasoconstriction in the kidneys and augments the renal vasoconstrictor response during sympathetic stimulation. It is unknown if these observed effects are specific to the kidneys or are indicative of a systemic vascular response. Endothelial dysfunction, which is characterized by a pro‐vasoconstrictor shift mostly due to reductions in nitric oxide bioavailability, is one of the earliest pathogenic vascular changes leading to cardiovascular disease. Experimental investigation of microvascular endothelial function may offer insight into the mechanisms contributing to the elevated cardiovascular disease risk associated with intake of high fructose sugar sweetened beverages. Therefore, the purpose of this study was to test the hypothesis that acute consumption of a high fructose caffeinated soft drink attenuates the cutaneous microvascular vasodilatory response to local heating, a primarily nitric oxide mediated response.MethodsIn a randomized cross‐over design, 8 healthy adults (26 ± 2 y, 4 women) consumed either 500 mL of a high‐fructose caffeinated beverage (Mountain Dew®, Soda) or 500 mL of water (H2O) while resting supine. Red blood cell flux, an index of skin blood flow, was measured at two sites on the dorsal aspect of the forearm using laser‐Doppler flowmetry probes seated in a local heater. Skin blood flow, blood pressure (finger photoplethysmography) and heart rate (ECG) were continuously measured. Data were analyzed at baseline, 30 min post‐consumption, and the last 5 min following 40 min of local heating at 39°C and 20 min of local heating at 44°C. Heating at 39°C was chosen because at this skin temperature and duration of heating the skin blood flow response is primarily nitric oxide dependent. Skin blood flow measures were averaged between sites and expressed as cutaneous vascular conductance (CVC), calculated as skin blood flow divided by mean arterial pressure. Data are presented as a percentage of the CVC response to local heating at 44°C (CVCmax).ResultsMean arterial pressure did not differ between Soda and H2O at any time‐point (P=0.82). Heart rate was higher in Soda during local heating to 44°C (56 ± 7 vs. 52 ± 8 bpm, P=0.04), but did not differ at any other time‐point (P≥0.35). CVCmax did not differ between the Soda (3.5 ± 1.2 PU/mmHg) and H2O (3.4 ± 0.5 PU/mmHg) trials (P=0.82). CVC 30 min post‐consumption (Soda: 9 ± 7, H2O: 13 ± 18% CVCmax, P=0.53) or during local heating at 39°C (Soda: 58 ± 17, H2O: 58 ± 18% CVCmax, P=0.91) were not different between Soda and H2O.ConclusionsThese preliminary findings suggest the cutaneous microvascular vasodilator response to local heating is not affected by acute consumption of high fructose caffeinated beverage. It is possible that the vasoconstrictor response following acute high fructose caffeinated soft drink consumption may be specific to the kidneys and that systemic changes may not occur.

Cardiovascular Responses to Soft Drink Consumption during Mechano‐ and Metaboreceptor Stimulation

IntroductionAcute consumption of a high‐fructose, caffeinated soft drink exacerbates the increase in blood pressure during exercise in the heat. The mechanoreflex and metaboreflex are important contributors to the blood pressure response during exercise. However, the effects of acute soft drink consumption on the mechanoreflex and metaboreflex, independent of heat stress, are currently unknown.ObjectiveWe tested the hypothesis that consumption of a high‐fructose, caffeinated soft drink would exacerbate cardiovascular responses to static handgrip (HG) exercise and post exercise muscle ischemia (PEMI) compared to water consumption.MethodsEight healthy adults (Age: 26±7 years, 3 females) consumed 500 mL of water (H2O) or soda (Soda, Mountain Dew®) in a randomized, double‐blind study design in a moderate thermal environment (24±1%, 21.7±6% relative humidity). After consuming the assigned beverage, subjects lied on their left side quietly for 20 min and then completed a 10 min baseline (BL) followed by 2 min of static HG at 30% of maximal voluntary contraction followed by 2 min of PEMI. Heart rate (HR, ECG) and mean arterial blood pressure (MAP, finger photoplethysmography) were recorded continuously. Stroke volume (SV) was estimated using Modelflow. Cardiac output (Q) was calculated as HR×SV. Total peripheral resistance (TPR) was calculated as MAP/Q. Data were analyzed as a change from baseline (Δ) to the last 30 s of HG and the last 30 s of PEMI. Data are reported as Δmean±SD.ResultsAt BL, there were no differences between Soda and H2O for HR (Soda: 67±9; H2O: 64±8 bpm, P=0.27), MAP (Soda: 79±10; H2O: 83±6 mmHg, P=0.16), or SV (Soda: 101±22; H2O: 95±11 mL, P=0.32). Q was higher with Soda (6.5±1.5 L/min) vs. H2O (5.9±0.8 L/min, P=0.04) and TPR was lower with Soda (12.3±2.5 mmHg/L/min) vs. H2O (14.6±2.1 mmHg/L/min; P=0.02) at BL. During HG, ΔHR (Soda: 15±12; H2O: 13±13bpm, P=0.57), ΔMAP (Soda: 12±13; H2O: 17±7mmHg, P=0.10), ΔSV (Soda: −4±13; H2O: −2±8 mL, P=0.71), ΔQ (Soda: 1.0±1.4; H2O: 1.1±0.9 L/min, P=0.93), and ΔTPR (Soda: −0.1±2.8; H2O: 0.5±2.0 mmHg/L/min, P=0.38) did not differ between drinks. Additionally, there were no differences between drinks during PEMI for ΔHR (Soda: 1±8; H2O: 2±9 bpm, P=0.67), ΔMAP (Soda: 12±13; H2O: 16±11 mmHg, P=0.22), ΔSV (Soda: −1±17; H2O: 4±8 mL, P=0.34), ΔQ (Soda: 0.0±1.1; H2O: 0.4±0.7 L/min, P=0.16), and ΔTPR (Soda: 1.6±2.4; H2O: 1.6±2.9 mmHg/L/min, P=0.98).ConclusionThese preliminary data indicate that acute consumption of a high‐fructose, caffeinated soft drink does not exacerbate cardiovascular responses to mechanoreflex and metaboreflex stimulation in moderate thermal conditions. Further investigation is warranted to determine if the mechanoreflex and/or the metaboreflex are altered following acute consumption of a high‐fructose, caffeinated soft drink during heat stress.

Sweet-Gas

Sweet-Gas Carolyn Orosz (bio) Sweet-Gas We have been sleeping in the Cottonwood Creek oil fields,or half-sleeping, eating cross-legged around a pit of off-brand mountain dew remains, all the stars falling out of the sky like sawdust,like confetti, like all fears are fragmentsin the end. And this is the end. Here now, isn't it? The ground in the desert braided exactly like that erosion boardmy brother made for the sixth-grade science fair. Driving through the moonscape—limestone barnacles at the roadside, hay fires visible at the horizon, huge culverts in the drainages & the drainages dry.The purple stain of juniper, all the cheatgrass cured. At 8 am the light smolders so all around half the land is hidden.Everything is either invisible or illuminated— the oil derricks calling out to us with their signal fires,all of the horses tossing their heads, sunning their glowing necks. Herons, great/grey-blue grazing alongside the cattle.Each of us, naked, goes on unaware of our own nakedness. There's nothing here.There's nothing anywhere, that's the thing. [End Page 97] Carolyn Orosz Carolyn Orosz lives and writes in Northern California. Her work has appeared or is forthcoming in Gulf Coast, New South, Sixth Finch, Poetry Northwest, DIAGRAM, and elsewhere. She is a poetry reader for the Adroit Journal. Copyright © 2020 University of Wisconsin Board of Regents

Derivative UV Spectrophotometric Detection of Some Common Pesticides in Simulated Samples of Beverages

Pesticides are widely used in India because of their applications in agriculture and household purposes. Due to their high toxicity, over use and easy availability they are encountered in suicidal, accidental and homicidal cases. Poisoning with pesticides are common in developing countries as compared to western countries. Because of large number of cases of deaths due to pesticide poisoning it is imperative to develop sensitive, reliable and accurate methods for their detection from the viscera samples, biological materials and common substrates such as beverages etc. recovered from the crime scene. Derivative UV-Vis spectrophotometry is one of the most widely used techniques for detection of pesticides in viscera and other matrices such as beverages etc. In the present study, pesticides were spiked in beverages like Coffee, Tea, Fruity, Mountain dew and Alcohol and then analysed using derivative UV spectrophotometry. Further, the effect of matrices was studied on the UV spectra of pesticides.