PepsiCo has rolled out a new away-from-home beverage platform called Pepsi 'House of Treats,' targeting restaurants, sports stadiums, cinemas, and live event venues with a menu of crafted, customizable drinks. The platform debuted in June 2026, initially launching in Ireland, with a lineup spanning flavour profiles such as Yuzu Lychee and White Peach Sangria.
The program is built around what PepsiCo describes as 'treatanomics'—a consumer behaviour trend blending flavour exploration, sensory presentation, and personalization. Operators gain access to a portfolio of multisensorial beverages designed to elevate the drink occasion without adding significant labour or preparation complexity, a key selling point for high-throughput venues managing large crowds.
For restaurant and hospitality operators, the platform's promise of 'rapid speed of service and seamless integration into existing operations' addresses a persistent tension in premium beverage programs: how to deliver an elevated, on-trend drink experience at volume. As beverage industry analysis has shown, customizable drink formats continue to drive incremental spend at the point of sale, particularly in entertainment-adjacent dining environments.
PepsiCo is positioning 'House of Treats' as a core pillar of its broader Meaningful Food and Drink Experience strategy, signalling that the company sees experiential beverages as a durable category rather than a seasonal promotion. The platform is exclusively available through select PepsiCo entertainment and hospitality partners, meaning operators will need to be enrolled in the program to access the full menu.
The launch reflects a wider shift in restaurant beverage strategy toward drinks that double as shareable, visually distinctive moments—a trend accelerated by social media and the growing expectation among younger diners that a night out includes something worth photographing. Editors at Food & Beverage Magazine have tracked similar moves from major beverage brands seeking stickier placement in on-premise accounts. For venue operators evaluating their beverage mix ahead of the second half of 2026, 'House of Treats' represents a structured, brand-backed entry point into the crafted drinks space.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
