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Special Exhibit "It'll Tickle Yore Innards!" A Hillbilly History of Mountain Dew

April 28 – August 7, 2022
Birthplace of Country Music Museum
(423) 573-1927 | MAP | WEBSITE

On display through August 7, 2022

This fun but scholarly exhibit explores Mountain Dew’s storied history, which began in the hills of Appalachia. The content also examines the region’s moonshining history and its ever-present “hillbilly” stereotype, both of which play an important role in the soft drink’s success. Starting with the origins of the phrase “mountain dew” in Europe, “It’ll Tickle Yore Innards!” opens with the history of distilling, prohibition, moonshining, and its impact on the rise of “soft” versus “hard” drinks. The hillbilly stereotype – later depicted vividly on the drink’s marketing and branding – grew out of tales published by local writers after the Civil War, was reshaped amid New South ideology, and found fruition in the mid-1900s with pop culture hits like The Beverly Hillbillies and Hee-Haw.