Coca-Cola Europacific Partners has unveiled Powerade Fifa Playstyles, a limited-edition range that launches ahead of the Fifa World Cup 2026.
The Playstyles range introduces flavours very broadly linked to positions on the pitch, including Attack, a spicy citrus variant with a mild kick, and Defend, a floral citrus option. The drinks contain a balance of sugar and sodium to support hydration and include added vitamin B5, which contributes to mental focus. The range is available now in 500ml bottles.
The launch is supported by an on-pack promotion running to 5 July across Powerade Mango, Berry and Fifa Playstyles packs. Shoppers can scan QR codes for a chance to win instant prizes including footballs, drawstring bags and Powerade sipper bottles.
The activity is backed by the brand’s global Fifa World Cup 2026 ‘Power Your Fate’ campaign.
Powerade continues to grow ahead of the total advanced hydration category, with value sales up 25.9% year on year, reinforcing its position as the number two sports drink brand in GB.
Football reaches almost 80% of the UK population and is the number one passion point for younger consumers, making it key for engaging Gen Z. Major tournaments also increase soft drinks sales, driven by match-day viewing and social occasions. Sports drinks are the number one impulse category within soft drinks.
