On September 22, 2025, Pepsi Kenya (SBC Kenya) unveiled Sting Energy, a bold new energy drink aimed at capturing the vibrant Kenyan market. Available in two dynamic variants, Red Rush (“Ignite Your Power”) and Gold Rush (“Elevate Your Energy”), the 330ml bottles retail at an affordable Sh50, making them accessible to a wide audience.
The launch, backed by Sting’s prestigious role as the Official Energy Drink of Formula 1 since May 2025, positions Pepsi Kenya to tap into the country’s rapidly growing energy drink sector.
The Kenyan energy drink market has seen a 15% penetration increase from 2021 to 2024, driven by urban lifestyles and demand for functional beverages. Sting Energy’s bold flavours and premium packaging target go-getters, students, athletes, and professionals seeking a quick energy boost.
Available in major supermarkets, convenience stores, and neighbourhood kiosks, the drink combines affordability with global brand appeal, a strategic move to compete in a soft drinks market projected to grow from $1.68 billion in 2024 to $2.61 billion by 2030. Pepsi Kenya’s Chief Executive, Baker Muganda, emphasised the brand’s vision.
“Sting Energy is more than a drink; it’s a movement to fuel ambition and connect Kenyans to global excitement like Formula 1,” he said at the launch event in Nairobi. Country Manager John K’Otieno added, “Red Rush and Gold Rush deliver energy with confidence, crafted for those pushing boundaries in work, study, or play.”
The drink’s formula, including caffeine, taurine, and B vitamins, offers a refreshing alternative to traditional energy drinks. The launch aligns with PepsiCo’s broader strategy in Kenya, following partnerships like serving Pepsi beverages on Skyward Express flights.
Sting’s global presence in over 30 markets and its Formula 1 partnership enhance its credibility, appealing to Kenya’s youth and urban consumers. However, competition is fierce, with brands like Red Bull and Monster also vying for market share.
Sting’s low price point and bold branding aim to disrupt this space. Health experts urge moderation, noting that a 330 ml bottle of Sting contains about 242 calories and 62.4 grams of sugar.
As Kenya embraces this new energy drink, Pepsi’s focus on accessibility and innovation signals a dynamic shift in the beverage landscape, with Sting poised to become a staple for the next generation.