PepsiCo enters premium energy drinks in India with Adrenaline Rush at Rs 60, flanking Sting
PepsiCo India launches Adrenaline Rush in two variants at Rs 60, targeting Gen-Z and the mass-premium tier above its Rs 20 Sting brand. The move builds a full-stack play in India's $0.82bn energy drinks category, which is pegged at Rs 5,700 crore and growing at 2-6% CAGR.
PepsiCo launches premium energy drink Adrenaline Rush in India at Rs 60, targeting Gen-Z with two variants. Move complements Sting (Rs 20) to span mass-to-premium energy drinks portfolio in a category growing 2-6% CAGR.
Why this matters
PepsiCo India is layering premium SKUs and clean-label moves across its portfolio, following 'No Artificial Flavours or Colours' relabelling on Lay's, Kurkure and Doritos. Adrenaline Rush extends that premiumisation into beverages.
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