PepsiCo India’s energy drink Sting has become the fastest-growing beverage in their portfolio, surpassing long-standing brands like PepsiCo and Mountain Dew.
George Kovoor, Senior VP-Beverages at PepsiCo India, stated that Sting’s growth trajectory exceeds that of any other soft drink brand introduced in India over the past three decades. Unlike aerated soft drinks, sales of energy drinks like Sting are not limited to seasonal spikes.
In fact, Sting’s contribution during the December 2022 quarter exceeded its full-year sales. Meanwhile, the growth of aerated soft drinks has declined by over 20% this year due to unseasonal rains in the peak summer quarter of April–June.
Motilal Oswal Financial Services predicts that the June quarter may experience muted volume growth due to unseasonal rainfall and lower temperatures, but it expects increased realizations driven by the rising popularity of energy drinks, fruit-based juices, and value-added dairy products.