Pepsi has globally launched a new away-from-home beverage platform called the House of Treats. This exciting activation offers crafted, customizable drinks designed for high-volume venues such as cinemas, stadiums, restaurants, and live events.
The House of Treats platform debuts in the United Kingdom and is expected to expand to Poland, Romania, and the Czech Republic later in 2026. The menu features multisensorial flavor profiles including Yuzu Lychee, White Peach Sangria, and options with a hint of spice. All beverage variants are engineered for rapid service and seamless integration into existing operations.
All in all, Pepsi's House of Treats platform enables entertainment and hospitality partners to serve visually striking beverages without slowing down lines or compromising taste. Overall, the activation responds to a cultural shift toward experience-first consumption, where consumers increasingly seek personalized, memorable, and shareable moments.
Customizable Away-From-Home Beverage Platforms
Pepsi Debuts the House of Treats Activation
Trend Themes
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Customizable Venue Beverages — High-throughput drink platforms are turning cinemas, stadiums, and event spaces into personalization hubs where premium flavor choice can coexist with fast service.
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Multisensory Refreshment Menus — Unexpected ingredients, vivid colors, and layered taste profiles are creating new value in beverages designed to be photographed, remembered, and shared.
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Experience-first Concessions — Entertainment concessions are evolving from transactional add-ons into branded moments that deepen guest engagement and differentiate away-from-home venues.
Industry Implications
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Food and Beverage — Scalable customization systems are expanding how major beverage brands deliver novelty and personalization across high-volume commercial environments.
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Hospitality — Restaurants, hotels, and leisure operators are gaining new ways to elevate beverage programs with visually distinctive offerings that fit existing workflows.
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Entertainment Venues — Cinemas, stadiums, and live event operators are becoming fertile ground for premium concession formats that increase dwell-time value and social visibility.