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An unspecified alcoholic drink will launch under the Rockstar brand.

While Pepsi is one of the largest holders of drink brands in the entire world, its holdings only include products like waters, soft drinks, and energy drinks. Alcoholic drinks, on the other hand, have evaded Pepsi’s ownership entirely. However, as the Summer months begin and outdoor parties become more common and acceptable, people will likely be purchasing more alcoholic beverages, including ones that have become more trendy (and by extension, more profitable) such as hard seltzers. Pepsi is finally looking to get a piece of the alcoholic action.


According to a trademark application filed by Pepsi earlier this month that was uncovered by Bloomberg, Pepsi is planning on “seeking to register the name for beer, alcoholic fruit cocktail drinks, alcoholic malt beverages, and hard seltzer.”

This hypothetical beverage will, accodring to the trademark application, be released under the banner of Rockstar, Pepsi’s primary energy drink brand.

“The fact that PepsiCo made this filing signals they are very much considering a product launch around beer and hard seltzer,” intellectual property attorney Josh Gerben told Bloomberg in a message.

So far, the closest Pepsi has come to releasing some manner of alcoholic beverage came earlier this year with the launch of Neon Zebra, a line of non-alcoholic cocktail mixers. Neon Zebra’s launch followed comments made by Pepsi’s CEO last year that the company would soon make a definitive decision on whether or not they wanted to pursue the alcoholic market. With people emerging from quarantine and engaging in in-person social gatherings, this could potentially be a very profitable move for Pepsi. Even if the timing wasn’t a factor, statistics show that the average American consumes at least one alcoholic beverage per week, so if they can create something with a distinctive taste, they could land themselves a regular consumer base.