PepsiCo has launched Pepsi 'House of Treats,' a new crafted beverages platform aimed at delivering customisable, experience-led drinks across entertainment, hospitality and foodservice venues.

The platform, unveiled by Pepsi Global on Tuesday 9 June, is designed for away from home channels including cinemas, stadiums, restaurants and live events. It responds to growing consumer demand for beverage personalisation, flavour exploration and what the company describes as 'treatanomics,' offering multisensory drinks experiences through selected PepsiCo partners.

According to PepsiCo, the platform has been developed to enable large venues to offer customised drinks while maintaining speed of service and operational efficiency.

The company said the concept is intended to help venues such as sports stadiums, theatre networks and restaurant chains serve visually distinctive beverages while enhancing consumer engagement with live entertainment experiences.

Pepsi's 'House of Treats' forms part of PepsiCo's Meaningful Food and Drink Experience strategy and will initially be rolled out through select hospitality and entertainment partners.

The first activation took place earlier this month in the UK during a Pepsi Max-branded experience at SXSW London event.

PepsiCo said additional launches are planned later this year in Poland, Romania and Czech Republic, alongside further expansion across UK venues and PepsiCo pourer properties.

"The role of beverages is evolving from functional refreshment into a much more experiential and culturally-relevant occasion," said Eugene Willemsen, chief executive officer of international beverages at PepsiCo.

“Consumers are increasingly seeking personalised, elevated experiences that feel memorable and worth sharing. Pepsi 'House of Treats' is designed to meet that shift. Bringing together flavour, customisation and our broader portfolio in a single scalable platform for away from home environments, it gives our partners a simple way to unlock premium growth and operational efficiency while delivering standout experiences that drive stronger engagement and repeat demand."

The platform will begin rolling out from June 2026 and will feature a menu of crafted beverages spanning a range of flavour profiles, including indulgent, refreshing and sensory-led options.

PepsiCo said the drinks line-up will include more unconventional serves, such as beverages featuring a hint of spice.