PepsiCo launches two-variant Adrenaline Rush energy drink in India at Rs60
PEP•PepsiCo has launched Adrenaline Rush energy drinks in India in two variants—Passion Rush and Classic Rush—priced at Rs60 per can across modern trade, general trade, e-commerce and quick-commerce channels. Varun Beverages will manufacture the product under its extended ten-year bottling and trademark licence, bolstering PepsiCo’s premium energy portfolio alongside Sting.
1. Launch Details
PepsiCo has introduced Adrenaline Rush energy drinks in India, rolling out single-serve 250ml cans in key urban markets. The launch targets modern trade, general trade, e-commerce and quick-commerce platforms, with phased expansion planned across additional regions.
2. Product Positioning and Pricing
Adrenaline Rush enters the mass premium segment at Rs60 per can, featuring caffeine, taurine and vitamins. The Passion Rush variant focuses on ‘ultimate focus’ while Classic Rush is geared towards ‘ultimate performance’, aiming to attract youth seeking elevated energy experiences.
3. Manufacturing Partnership and Strategy
Varun Beverages, under a newly extended ten-year bottling and trademark licence, will produce and bottle Adrenaline Rush. This move strengthens PepsiCo’s strategy to expand its premium energy portfolio alongside Sting, Mountain Dew, 7Up, Tropicana and Gatorade.
