The company has also been leaning on the Mountain Dew brand, which is known for its high caffeine content, to launch new energy drinks. In early 2020, Pepsi bought Rockstar Energy for $3.85 billion and revamped the brand. Energy drinks generated $14.15 billion in retail sales last year. Torres said, “there’s a lot of rejecters out there that think that energy drinks don’t taste good, so we wanted to stand for a flavor-forward drink”.Ĭoca-Cola and Pepsi have been pushing into energy drinks as soda consumption has fallen.
The new line is available in six flavors: Pomegranate Blue Burst, Orange Breeze, Strawberry Melon Spark, Tropical Sunrise, Berry Blitz and Peach Mango Dawn. Mtn Dew Rise Energy will also help Pepsi compete against upstarts in the category that are touting healthier energy drinks such as MatchaBar or Mati Energy, which derive a caffeine punch from tea. Pepsi has been leaning into functional beverages, like Driftwell, which is meant to help consumers sleep.Ĭhief marketing officer of PepsiCo Energy, Fabiola Torres, said, “the company knows that it’s got stiff competition in the energy-drink category, so it wanted to create a product line that would appeal to more than just the typical consumer who buys energy drinks”. Its ingredients also include citicoline, which is often used in supplements that claim to boost memory. Every 16-ounce can also includes vitamins A and C and zinc to support the immune system. Mtn Dew Rise Energy contains roughly the same amount of caffeine in one can as two cups of coffee. NBA superstar LeBron James will be the face of the line, making his first product endorsement for PepsiCo. With an assist from NBA superstar LeBron James, Pepsico is hoping to win over coffee drinkers with a new line of energy drinks under its Mountain Dew brand by touting its taste and ability to invigorate consumers. PepsiCo, American Fast Moving Consumer Goods (FMCG giant), is launching a new line of energy drinks called Mtn Dew Rise Energy as the company doubles down on its bet on the category.
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