Mountain Dew Convenience Grocery, The Bronx, NYC.

We have never before seen a "Mountain Dew" privilege sign on a convenience store. "Privilege sign" is an industry term for the promotional signs installed by large corporations (generally soft-drink companies and most often Coca-Cola) on independently owned storefronts. We have photographed dozens of Coca-Cola privilege signs which were especially prevalent in the 1930s through 1950s for our book "Store Front:The Disappearing Face of New York". A 12 oz can of Mountain Dew contains 54 mg of caffeine. A 12oz can of Coca - Cola has only 29mg. Mountain Dew therefore fits nicely alongside the sale of school supplies.