For decades, courage in mountaineering was measured by a single data point: height. Mount Everest, the tallest, became the world’s ultimate symbol of bravery by default. Mountain Dew, in partnership with Discovery and the Nepal Tourism Board, used 20+ years of expedition records, weather analytics, rescue data, and Sherpa insight to create DARESCORE, a new difficulty index that reclassified Nepal’s peaks. The story wasn’t built around data, it was built from it. It revealed which climbs were truly the hardest, giving global adventurers new goals and unlocking awareness, traffic, and livelihoods across Nepal’s lesser-known peaks.