PepsiCo launches Adrenaline Rush energy drink in India
The new energy drink brand features two variants targeting focus and performance, reinforcing PepsiCo’s strategy to capture growing demand among young consumers.
INDIA – PepsiCo has launched its premium energy drink brand, Adrenaline Rush, in India, expanding its presence in one of the country’s fastest-growing beverage categories and strengthening its energy portfolio amid rising consumer demand.
The launch marks a significant step for PepsiCo India as it seeks to meet the evolving preferences of younger consumers, particularly Gen-Z, who are increasingly looking for functional beverages that support focus, performance and active lifestyles.
Positioned within the rapidly growing mass-premium segment, Adrenaline Rush is priced at INR 60 and is designed to offer a globally inspired energy drink experience tailored to the needs of Indian consumers.
The new brand is available in two variants—Passion Rush and Classic Rush—packaged in sleek premium cans. PepsiCo said the products combine bold flavors, functional ingredients and modern design to deliver a differentiated offering in the competitive energy drinks market.
Powered by caffeine, taurine and vitamins, Passion Rush is formulated to provide Ultimate Focus, while Classic Rush is designed to support Ultimate Performance. The company said the products are intended for consumers seeking enhanced concentration and sustained energy in their daily activities.
Tarun Bhagat, Chief Marketing Officer, India Business Unit Beverages at PepsiCo India, highlighted the growth potential of the category.
“The energy drinks category in India continues to witness strong momentum, with consumers increasingly seeking products tailored to different occasions, functional needs and aspirations,” Bhagat said.
“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.”
PepsiCo India and South Asia Vice President and General Manager – Beverages, Nitin Bhandari, also emphasized the long-term growth opportunities within the category.
“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,” Bhandari said.
The launch comes shortly after Varun Beverages Limited extended its exclusive bottling and trademark licence agreement with PepsiCo and its affiliates in India for an additional 10 years, extending the partnership until April 30, 2049.
In May, PepsiCo also announced plans to invest up to Rs 5,700 crore in India by 2030 to support expansion of its foods business through new manufacturing facilities in Madhya Pradesh, Assam and Tamil Nadu, underscoring the company’s continued commitment to the Indian market.
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