According to executives, Sting, the energy drink from beverage maker PepsiCo, has become the company’s fastest-growing brand, surpassing other long-standing brands like Pepsi cola and Mountain Dew.
George Kovoor, senior VP-beverages at PepsiCo India, said, “Sting’s growth trajectory is steeper and stronger than any other soft drink brand launched in India in the soft drink industry over the past three decades.”
According to analysts, the sales of energy drinks do not experience the same seasonal spikes as carbonated soft drinks. For instance, Sting’s contribution during the December 2022 quarter exceeded its sales for the entire year, indicating sustained growth throughout the year rather than relying on specific seasons.
Due to unseasonal rains in the peak summer quarter of April-June, the growth of aerated soft drinks has actually declined by more than 20% this year.
Motilal Oswal Financial Services said in a company update on Tuesday, “Unseasonal rainfall coupled with lower temperature can lead to muted volume growth in the June quarter. However, realisations are expected to increase, on the back of a growing mix of energy drinks, fruit-based juices, and value-added dairy products”.