The company launches Adrenaline Rush at Rs60 per can, targeting a fast-growing segment with caffeine and vitamin-infused variants.
PepsiCo has introduced its Adrenaline Rush energy drink in India, priced at Rs60 ($0.63) per can. The product will be available in modern trade, general trade, e-commerce, and quick-commerce channels across key markets, with phased expansion planned.
The brand joins Sting in PepsiCo’s Indian energy drink portfolio, positioning itself in the mass premium segment. Adrenaline Rush offers two variants—Passion Rush for focus and Classic Rush for performance—containing caffeine, taurine, and vitamins. Sting’s existing products range from Rs20 to Rs30 per unit.
PepsiCo described the mass premium segment as energy drinks with elevated packaging, formulations, and performance benefits. The launch follows growing demand for premium beverages in India’s urban markets.