PepsiCo India expands energy portfolio with premium Adrenaline Rush
CE DESK 
PepsiCo India has expanded its presence in the country’s fast-growing energy drinks market with the launch of Adrenaline Rush, a premium international energy drink tailored for Gen Z and young professionals. The brand is positioned in the mass-premium segment at ₹60, significantly higher than the ₹20 price point of PepsiCo’s existing mass brand Sting, creating a portfolio that spans value to premium. Adrenaline Rush will be available in two differentiated variants, Passion Rush and Classic Rush packaged in sleek premium cans designed to appeal to younger consumers.
Passion Rush is built around the promise of “ultimate focus,” while Classic Rush is positioned for “ultimate performance,” powered by caffeine, taurine and vitamins. The launch is supported by a digital-first campaign under the tagline “A-Rush, A-Game On,” which uses creator-led content, social media engagement and internet culture to connect with Gen Z. The campaign reinforces themes of energy, performance and ambition, positioning the brand as a lifestyle enabler for the next generation of students and working professionals. With Adrenaline Rush, PepsiCo is betting on category expansion and premiumisation, offering consumers more choice across taste preferences, consumption occasions and price points.
Diksha Bajaj, category lead – energy drinks, PepsiCo India, said: “With Adrenaline Rush, we want to create a brand that is truly designed for the new generation. Right from the insight of ‘when it’s your name, you bring your A-game,’ to the passion points, the visual world and language of the film, the bold packaging, product, and its claims, ‘Ultimate Performance’ and ‘Ultimate Focus’, the entire mix represents the new generation. The campaign reflects the spirit of a generation that is constantly pushing boundaries and striving to unlock its full potential. We want to celebrate the dedication, intensity, and hustle behind every achievement, while building a brand that inspires consumers to pursue what matters most to them.”
Tarun Bhagat, chief marketing officer, India BU Beverages, PepsiCo India, 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.”
The company says the energy drinks category in India continues to grow strongly, driven by urbanisation, rising disposable incomes and changing lifestyles that demand convenient, functional beverages. By adding a premium offering alongside its volume brand Sting, PepsiCo aims to strengthen its leadership in the category and capture consumers across both value and premium segments, reflecting a broader strategy of portfolio diversification in India’s evolving beverage market.
