PepsiCo India has expanded its energy drinks portfolio with the launch of Adrenaline Rush, a new premium energy drink brand aimed at the growing mass-premium segment. The introduction strengthens the company’s presence in India’s rapidly expanding energy drinks market, where it already holds a strong position through its popular brand Sting.
Priced at Rs 60, Adrenaline Rush will be available in two variants—Passion Rush and Classic Rush—targeting consumers seeking a more premium energy drink experience. The new launch complements Sting, which is available at Rs 20, enabling PepsiCo to offer a broader portfolio spanning multiple price points and consumer preferences.
According to the company, the addition of Adrenaline Rush allows PepsiCo to cater to a wider range of consumption occasions and taste profiles. With two variants each under Sting and Adrenaline Rush, the beverage giant aims to strengthen its appeal among both value-conscious consumers and those looking for premium offerings in the category.
Commenting on the launch, Nitin Bhandari, Vice President and General Manager, Beverages, PepsiCo India and South Asia, said the energy drinks segment continues to witness strong growth in India, with significant opportunities for further expansion as consumers increasingly seek products that address different functional needs, lifestyles and aspirations.
To support the brand’s market entry, PepsiCo has also rolled out a digital-first marketing campaign built around the tagline “A-Rush, A-Game On.” The campaign is designed to connect with younger consumers and build awareness for Adrenaline Rush as the company seeks to strengthen its foothold in the evolving energy drinks landscape.