Beverages major PepsiCo on Tuesday announced the launch of its premium energy drinks brand ‘Adrenaline Rush’ in the Indian market, strengthening its presence in the category, which has seen strong growth in recent years.
Pepsico, a leading player in the energy drinks with its brand Sting, now enters the mass-premium segment with ‘Adrenaline Rush’, creating a portfolio that spans from Rs 20 to Rs 60 price points. Adrenaline Rush is priced at Rs 60, while Sting costs Rs 20. “With two variants under Sting and two variants under its premium offering, PepsiCo is broadening consumer choice while addressing a wider range of taste preferences and consumption occasions,” the company said in a statement.
Adrenaline Rush will be available in two variants, Passion Rush and Classic Rush, targeting consumers looking for higher-priced energy drink options. With Sting and Adrenaline Rush together, PepsiCo plans to cater to both value-driven buyers and those seeking a more premium offering in the segment.
Nitin Bhandari, Vice President and General Manager, Beverages, PepsiCo India and South Asia said, “The energy drinks category in India continues to see strong growth, and we believe there is significant headroom for further expansion as consumers increasingly seek products that cater to different occasions, functional needs and aspirations.”
PepsiCo has also introduced a digital-led campaign for Adrenaline Rush built around the proposition “A-Rush, A-Game On.” The campaign is designed to support the brand’s entry into the growing energy drinks category and connect with younger consumers.
