Pepsi Kenya Rolls Out Sting Energy With Formula 1 Backing

Pepsi Kenya, through its bottling partner SBC Kenya, has formally launched Sting Energy, a premium energy drink positioned to serve the country’s increasingly ambitious and lifestyle-driven consumers.

The launch introduces two variants, Red Rush (“Ignite Your Power”) and Gold Rush (“Elevate Your Energy”), packaged in 330ml bottles and priced at Ksh 50.

Distribution will cover modern trade channels, convenience outlets, and neighborhood kiosks nationwide, ensuring broad accessibility.

The rollout marks a decisive move into Kenya’s expanding energy drink category, which has grown rapidly over the past three years.

Between 2021 and 2024, penetration of energy drinks in Kenya increased by 15%, a trend supported by rising demand for functional beverages that combine performance, flavor, and identity.

Pepsi is also leveraging Sting’s newly acquired status as the Official Energy Drink of Formula 1, announced in May 2025, to bring global sporting excitement and brand credibility to Kenyan shelves.

At the same time, Kenya’s soft drinks sector continues to post solid growth. Industry projections show the market will expand from about US$1.68 billion in 2024 to US$2.61 billion by 2030.

The growth reflects shifting consumer behavior, with buyers increasingly seeking more than hydration—they are looking for beverages that deliver energy, aspiration, and style.

For Pepsi Kenya, Sting fills a critical market gap. Consumers—from students and creatives to entrepreneurs and athletes—have long faced a choice between expensive global brands with limited availability and lower-priced local products that often compromise on flavor, consistency, or international identity.

Industry analysts, including Euromonitor, note that energy drinks were among Kenya’s best-performing beverage categories in 2024, driven by busier urban lifestyles, rising disposable incomes, and the need for convenient energy solutions.

Yet, despite double-digit growth, gaps remain in terms of affordability and brand positioning. Sting Energy, present in over 30 global markets, has been designed to bridge that gap.

Speaking at the launch, Baker Muganda, CEO of Pepsi Kenya, said the brand represents more than a beverage.

With Sting Energy, we are igniting a movement. Our vision is to give Kenyans an energy drink that fuels ambition, connects them to global passion like Formula 1, and empowers them to push their limits every day.

John K’Otieno, Country Manager at SBC Kenya, added that Sting Energy’s appeal lies in its ability to resonate with everyday achievers.

At SBC Kenya, innovation is about creating new possibilities for our consumers. Sting Energy is built for go-getters—students burning the midnight oil, athletes striving for excellence, and professionals pushing boundaries. Red Rush and Gold Rush deliver energy with edge, confidence, and global pride.

Beyond functionality, the drink is designed as a cultural symbol. Pepsi is positioning Sting Energy not only as a refreshment but also as a lifestyle choice tied to ambition, identity, and global connection. Through its Formula 1 partnership, Pepsi aims to embed the brand in Kenya’s youth and professional culture, offering consumers a sense of belonging to something larger.

The company expects Sting Energy to emerge as Kenya’s go-to premium energy drink, particularly among the younger demographic shaping future consumption patterns.

Pepsi Kenya is betting on Sting Energy to redefine Kenya’s energy drink segment and capture a significant share of the growing soft drinks industry over the next five years.