I'm really loving the fact that Dale Jr. will be driving the No. 88 car next year with Amp on his hood instead of Mountain Dew. When it was first rumored that "Little E" would shed Budweiser for Mountain Dew, I wasn't that excited. Why? Because Mountain Dew is already the fourth largest soda brand in the U.S., behind Coke, Pepsi and Diet Coke. If Earnhardt had Mountain Dew on his hood, we'd never know if he did anything for them. Like Budweiser, the brand was just too big before he arrived.
That's not the case for Amp, Pepsi's energy drink. Here's why. According to Bevnet, Amp was the sixth best selling energy drink in 2006, in terms of dollars.