Mountain Dew is taking a Dew Tour amateur event to Europe for the first time later this month. The PepsiCo brand today announced it will host its first European Dew Tour Am Series in Amsterdam during the cultural festival Uitmarkt. Dew skaters Keelan Dadd, Theotis Beasley and Boo Johnson will attend the event and sign autographs. PepsiCo VP/Global Brand Development, Beverages Kurt Frenier said, “We want to build an incredibly fun, cool event there that will hopefully attract a lot of people and generate content we can leverage.” NBC, which owns and manages the Dew Tour in the U.S., is not putting on the European event. It will, however, advise Mountain Dew on the event. Frenier said that Mountain Dew does not plan to take a pro edition of the Dew Tour to Europe in the future, but said that this represents a small step in trying to expand the property. Frenier said, “We’re keeping it sort of the right size for the market. We want to plant a flag and be ingrained in the culture of action sports. We are talking to NBC about whether or not when it makes sense to be a little bigger. Right now we want to do smaller scale grassroots events around the world.” PepsiCo introduced Mountain Dew in Holland in '12, but Frenier said hosting the event in Amsterdam was more about Europe than the Holland market. He added, “Amsterdam is a hub of creativity and sports. Skating is relevant and big. We’re using it as a central location for all of Europe. It’s not about the Holland market. It’s a starting point for all of Europe.”
