PepsiCo debuts Adrenaline Rush in India at Rs 60, courting Gen-Z mass-premium energy buyers
PepsiCo is layering a premium energy play above its Rs 20 Sting workhorse, launching Adrenaline Rush in two variants—Passion Rush and Classic Rush—through a digital-first campaign. The move targets a USD 0.82 billion category growing at 2-6% CAGR, betting Gen-Z will trade up within an energy segment Sting has already scaled.
PepsiCo launches premium energy drink Adrenaline Rush in India at Rs 60, targeting Gen-Z mass-premium segment alongside its Rs 20 Sting brand, with two variants—Passion Rush and Classic Rush—in a digital-first campaign.