Purchase, N.Y. — Pepsi is extending its long-running Pepsi Challenge in 2026. The expansion builds on a year in which Pepsi Zero Sugar outperformed Coke Zero Sugar across every national tour stop. The company confirmed the continuation of the campaign after distributing more than one million samples nationwide. Pepsi also reported 30.8% Year-to-Date sales growth for its zero-sugar cola lineup.
The 2026 tour will introduce Pepsi Zero Sugar Wild Cherry at select locations. The addition gives consumers a chance to compare it directly with its Coke counterpart.
Pepsi reported that its 2025 revival of the taste test resulted in 100% preference wins across all markets, including Atlanta, long considered Coke’s home turf. According to the brand, Pepsi Zero Sugar reached more than one million additional households this year, significantly expanding its presence in the zero-calorie segment.
“According to Gustavo Reyna, Vice President of Marketing at Pepsi, the results reinforce Pepsi Zero Sugar as the top choice when consumers sample colas without brand cues. He said the brand will build on this momentum by adding more stops and new flavor experiences when the tour continues next year.”
Tour performance and market highlights
Pepsi shared a breakdown of preference rates across key markets, with results showing consumer preference percentages between 55% and 74% for Pepsi Zero Sugar. Markets such as Cincinnati (74%), San Francisco (72%), Ft. Lauderdale (71%), and Panama City (70%) demonstrated the strongest wins for the brand.
Data from the tour included:
- Over one million samples distributed in 34 U.S. markets
- Engagements across 23 states plus Washington, D.C.
- Presence at major entertainment, sports, racing, and food-focused events
- 30.8% YTD sales growth for Pepsi Zero Sugar
- Nearly double the growth rate of the zero-sugar cola category
- More than one million new households were added compared to 2024
Pepsi confirmed that the 2026 expansion will incorporate its cherry-flavored Pepsi Zero Sugar Wild Cherry. The addition will offer direct head-to-head comparisons to Coke Cherry Zero Sugar for the first time.
Why it matters
The return and expansion of the Pepsi Challenge reflect a larger trend in the beverage market. Brands are leaning into nostalgia-driven experiential marketing and zero-sugar innovation. They are also relying on direct consumer sampling to boost credibility in an increasingly competitive category.
Taste-test activations also align with consumers’ heightened interest in transparency, offering an opportunity to compare products without packaging or brand identity influencing the result. With zero-calorie beverages one of the fastest-growing segments in CPG, Pepsi’s strategy underscores how brands use experiential campaigns to accelerate market share, household penetration, and brand switching.
This move also signals how major beverage companies are using regional events and on-the-ground engagement to support new flavor launches and reinforce core product superiority claims.
Industry context
Zero-sugar soft drinks continue to gain traction as consumers reduce sugar intake while seeking full-flavor alternatives. Brands such as Pepsi, Coke, and Dr Pepper are increasingly investing in zero-calorie formulations, extended sampling campaigns, and flavor expansions.
Pepsi’s results also highlight a broader CPG pattern: experiential sampling is returning as a major tactic after several years of pandemic-driven digital-only engagement. As brands compete for space in a crowded beverage aisle, real-world product trials offer one of the most effective ways to influence preference.
The addition of Pepsi Zero Sugar Wild Cherry to the tour also illustrates a key flavor trend. Cherry-based cola variations remain top performers among younger consumers, particularly in convenience retail and foodservice.
Editor’s note: Source86 perspective
For beverage manufacturers, private label producers, and ingredient suppliers, Pepsi’s expanded Challenge underscores a growing CPG priority: leveraging experiential marketing and blind taste testing to validate product quality and drive trial. These tactics are becoming increasingly important in categories where flavor precision, sweetener systems, and mouthfeel are key differentiators.
At Source86, we help brands strengthen their supply chains, improve formulation consistency, and scale flavor innovation across national launches. Whether you’re exploring R&D development, private label opportunities, co-manufacturing, ingredient sourcing, or FSQA oversight, our team supports seamless execution from concept to commercialization.
Learn how Source86 can support beverage brands in the next era of zero-sugar growth. Let’s talk.
FAQs
Yes. Pepsi confirmed that the Challenge will expand with additional tour stops and new flavor comparisons in 2026.
The campaign will feature Pepsi Zero Sugar and Pepsi Zero Sugar Wild Cherry, depending on the stop.
According to Pepsi’s reporting, Pepsi Zero Sugar won 100% of national tour markets during the 2025 taste test revival.
External source: AFTER PROVING PEPSI® ZERO SUGAR OUT-TASTES COKE ZERO SUGAR, PEPSI WILL EXPAND ITS ICONIC PEPSI CHALLENGE WITH MORE TOUR STOPS IN 2026
