PepsiCo bets on premium energy with Adrenaline Rush launch in India at Rs 60
PepsiCo introduces Adrenaline Rush in India with two variants priced at Rs 60, targeting Gen-Z consumers in the mass-premium energy segment. The launch complements Sting (Rs 20) and positions PepsiCo across price tiers in a category growing at 2-6% CAGR, intensifying competition with Coca-Cola in the $0.82 billion energy drinks market.
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 and mass-premium energy segments amid category growth.
Why this matters
PepsiCo extends beyond Sting's mass-market Rs 20 positioning with a premium Rs 60 entry, building a tiered energy portfolio to defend share against Coca-Cola in India's $0.82B category.
Retail-brand activity steady at 888 signals over 90 days.