PepsiCo launches Adrenaline Rush energy drink in India at Rs 60
PepsiCo announced the launch of its premium energy drinks brand Adrenaline Rush in the Indian market, entering the mass-premium segment. The brand is priced at Rs 60, while PepsiCo's Sting costs Rs 20, giving the company a portfolio spanning Rs 20 to Rs 60 price points. Adrenaline Rush comes in two variants, Passion Rush and Classic Rush, in a sleek premium can format and is aimed at Gen-Z consumers.
Launch details
- Price
- Rs 60
- Portfolio price range
- Rs 20 to Rs 60
- Variants
- Passion Rush and Classic Rush
- Format
- Sleek premium can
- Campaign proposition
- A-Rush, A-Game On
- Market size
- USD 0.82 billion in 2026
- Market growth
- CAGR of roughly 2-6 per cent
Where
Delhi Market
Also at Delhi
People behind it
- Nitin BhandariVice President and General Manager -- Beverages, PepsiCo India and South Asia
About Pepsico
Beverage company launching energy drink.
Other recent launches
Frequently asked questions
What did Pepsico launch?
PepsiCo announced the launch of its premium energy drinks brand Adrenaline Rush in the Indian market, entering the mass-premium segment.
Where is it?
It is at Delhi (market).
When was it announced?
Pepsico announced it on 3 June 2026.
Based on company announcements, filings and reporting by ET Retail. Details were checked against the source on 13 Nov 2026; we add nothing the source does not state.
Key facts
- Company
- Pepsico
- Type
- Product launch
- Date
- 3 Jun 2026
- Category
- Energy drinks
- City
- Delhi
- Figure
- Rs 60
- Source
- Media reports
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