DRIPS by Pepsi: PepsiCo's New Line of Creative Beverages Debuts in NYC

Published Sep 11, 2024

The US non-alcoholic beverage market is expected to reach USD 507.10 billion in 2024, driven by consumer demand for unique drink experiences. PepsiCo is launching DRIPS by Pepsi to capitalize on this trend, offering creative beverages with unexpected flavors and mix-ins like fruit syrups, creams, and boba. The DRIPS by Pepsi truck will debut in New York City in Sep-24, featuring innovative drink combinations such as Pepsi Forever S'mores and Liptin Mango Horchata. The truck will appear at events and locations like Central Park and Domino Park to attract a wide audience and tap into the premium, customized beverage market.

The non-alcoholic beverage market in the United States (US) is seeing strong growth driven by increasing consumer demand. According to Statista, the total market revenue for non-alcoholic beverages in the US is expected to reach USD 507.10 billion in 2024. The market is split between at-home consumption and out-of-home consumption. Primarily through supermarkets and convenience stores, at-home consumption is forecast to grow to USD 202.50 billion. Out-home consumption, including sales in restaurants and bars, is expected to reach USD 304.60 billion. The at-home segment is projected to grow at a compound annual growth rate (CAGR) of 2.60% over the next four years.

To capitalize on this growing market, PepsiCo, a global leader in beverages and convenience foods, is launching new options under a new line called DRIPS by Pepsi, introducing a creative twist to some of its best-known products. PepsiCo aims to cater to the increasing trend of consumers looking for unique and personalized drink experiences. DRIPS by Pepsi will offer a range of beverages that incorporate unexpected flavors, crafted recipes, and creative mix-ins such as fruit syrups, creams, popping boba, fruits, berries, and other mix-ins.

Figure 1: DRIPS by Pepsi Beverages

The DRIPS by Pepsi truck debuts in New York City — a culinary innovation and experimentation hub. The truck will operate on select weekends and at events in Sept-24. The pop-up experience will feature several unique beverage combinations, such as:

Pepsi Forever S'mores: A mix of Pepsi, coconut, and lime finished with s'mores over whipped cream.
Starry Berry Basil: Starry with strawberry and basil, finished with diced strawberries, a lime wheel, and basil seeds.
Starry Dragonfruit Blast: Starry and watermelon, garnished with dragon fruit.
Dew Chill Dill: Mtn Dew with cucumber and basil, garnished with a dill pickle spear.
Dew Spicy Splash: Mtn Dew with lime, chamoy, and Tajin, garnished with a gummy worm.
Lipton Mango Horchata: Lipton Lemon iced tea combined with mango and coconut horchata, topped with strawberry boba and cold foam.
Tropicana Cotton Candy Lemonade: Tropicana Lemonade served over candy boba, topped with floating cotton candy.
Rockstar Pineapple Upside Down Cake: Rockstar Focus combined with orange, pineapple, and grenadine, finished with whipped cream and a colorful orange wheel.

Figure 2: The DRIPS by Pepsi truck

The DRIPS by Pepsi truck will initially appear at the Capital One City Parks Foundation SummerStage® event in Central Park on September 12. Afterward, it will be stationed at Domino Park on the Williamsburg waterfront from September 14 to September 29 on Saturdays and Sundays, from 1 pm to 7 pm. Beverages will be available to ticketholders, and prices will start at USD 6.99. The truck has already visited Pennsylvania State University and Kennywood Park in Pennsylvania, reflecting a strategy to reach a wide range of consumers at various events and venues.

By offering these unique, trend-driven beverages, PepsiCo aims to enhance its brand appeal and tap into the growing market for premium and customized non-alcoholic beverages in the US. Additionally, such innovations will allow the company to remain competitive and fuel continued growth in the US beverage market. This approach reflects PepsiCo's strategy to diversify its product portfolio and cater to shifting consumer preferences towards healthier, more creative, and personalized drink experiences. The launch of the DRIPS by Pepsi line showcases the brand's adaptability to changing market dynamics and strengthens its position in a rapidly expanding sector driven by consumer demand for variety and innovation in the beverage industry.

By engaging with consumers through interactive experiences such as pop-up trucks, PepsiCo directly connects with its audience, increases brand loyalty, and generates buzz around its new offerings. As the demand for unique and non-alcoholic beverages continues to rise, PepsiCo's commitment to innovation will likely play a key role in maintaining its relevance and competitiveness in the market.