PepsiCo is expanding its energy drinks portfolio in India by launching the Adrenaline Rush brand in the country.
In a statement, the company said the product will be sold in single-serve cans through modern trade, general trade, e-commerce and quick-commerce channels in “key” Indian markets.
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Without specifying which “key” markets it would be selling the product, the group told Just Drinks that expansion is “planned in a phased manner”.
Adrenaline Rush, which PepsiCo’s Indian arm confirmed is also sold outside of India, is being introduced in two variants – Passion Rush and Classic Rush.
PepsiCo said the drinks contain caffeine, taurine and vitamins, with Passion Rush positioned around “ultimate focus” and Classic Rush aimed at “ultimate performance”.
The brand is priced at Rs60 ($0.63) in the country and is “positioned in the fast-growing mass premium segment”, the group said in the statement.
It told Just Drinks that this area “refers to energy drinks that offer a more elevated experience through premium packaging, differentiated formulations, and performance”.
Adrenaline Rush joins Sting in PepsiCo’s energy-drinks portfolio in India.
The core Sting range includes a 250ml PET bottle priced at Rs20, and both a 500ml PET bottle and a 180ml can priced at Rs30.
The company also sells Sting Classic Kick in India priced at Rs20 for a 300ml bottle PET and Rs30 for a180ml can.
It also sells soft drinks such as Mountain Dew, 7Up, and Tropicana and sports drink brand Gatorade in the country.
Varun Beverages, “one of the largest bottling partners for PepsiCo in India”, will manufacture and bottle Adrenaline Rush, the group confirmed.
Two weeks ago, Varun Beverages secured a ten-year extension of its exclusive bottling and trademark licence agreement with the US beverage major in India.
In the statement, Tarun Bhagat, the chief marketing officer at PepsiCo India’s India BU Beverages, said: “The energy drinks category in India continues to witness strong momentum, with consumers increasingly seeking products tailored to different occasions, functional needs and aspirations. Our focus is on driving category growth through a portfolio approach that addresses evolving consumer preferences across segments.
“With Adrenaline Rush, we are strengthening our presence in the premium energy drinks segment with a can format offering differentiated benefits of ultimate performance and focus, complemented by a compelling brand experience designed for today’s youth.”
Diksha Bajaj, the category lead for energy drinks at PepsiCo’s Indian arm, added: “With Adrenaline Rush, we want to a brand that is truly designed for the new generation.”
