Pepsi Zero Sugar Triumphs Over Coke: The 2026 Challenge Tour Expands

Pepsi Zero Sugar Dominates the Taste Battle

In a landmark year for Pepsi, Pepsi Zero Sugar has once again proven its superiority over Coke Zero Sugar in blind taste tests during The Pepsi Challenge. This historical cola rivalry continues to captivate consumers, leading Pepsi to announce an expansion of its iconic challenge in 2026. With the demand for zero-sugar beverages on the rise, Pepsi is committed to demonstrating that its cola reigns supreme.

A 50-Year Legacy of Taste Tests

Fifty years ago, Pepsi first challenged consumers to taste its cola against Coca-Cola, and a significant portion of America declared Pepsi as the better option. Fast forward to today, and the landscape has evolved, but one thing remains clear: Pepsi's commitment to taste excellence. In response to growing consumer demand for delicious zero-sugar alternatives, Pepsi revived The Pepsi Challenge in a big way this past year.

During a vibrant nationwide tour that engaged over one million consumers in a unique tasting experience, Pepsi Zero Sugar not only outperformed Coke Zero Sugar but did so with an overwhelming preference among participants. The data clearly reflected that more than 60% of consumers across various markets chose Pepsi Zero Sugar over its main competitor.

The Taste Test Results are In

The results were not just limited to anecdotal evidence; Pepsi Zero Sugar achieved a clean sweep in all markets tested during the challenge, including Atlanta, which has long been considered Coke's home turf. Key figures include:

- Atlanta: 58% preference for Pepsi
- Austin: 68%
- Cincinnati: 74%

These statistics showcase the expanding popularity and market penetration of Pepsi's zero-sugar variant. With more than 30.8% sales growth year-to-date and almost doubling the growth of the zero-sugar cola category, Pepsi is not just winning the taste battle; it's setting new sales records.

Exciting Plans for 2026

Building on the success of 2025, the Pepsi Challenge will expand to more regions in 2026, offering consumers even more chances to experience the taste superiority of Pepsi Zero Sugar firsthand. This year, Pepsi Wild Cherry Zero Sugar will make its debut at select stops, allowing fans to compare it directly against Coke Cherry Zero Sugar. This addition aims to widen the conversation about flavor options and keep the excitement rolling.

Pepsi's Vice President of Marketing, Gustavo Reyna, expressed enthusiasm about the challenge, stating, "At Pepsi, we're always up for a challenge because we're confident in how great our cola tastes. If this year's Pepsi Challenge tour is any indication, America agrees that Pepsi Zero Sugar is the boldest, smoothest, and best-tasting zero-sugar cola."

Engaging with Consumers

This year was marked by a total of over one million samples shared across 34 markets and during significant cultural events. Participants were invited to sip, taste, and choose their preferred cola, leading to an enriched consumer experience and substantial direct feedback.

As 2026 approaches, Pepsi encourages fans to keep an eye out for upcoming tour stop announcements, allowing them to participate in the ongoing challenge and reaffirm which cola reigns supreme in taste.

In conclusion, the success of Pepsi Zero Sugar in both consumer preference and sales growth sets a solid foundation as the company plans to elevate its challenge further. The continuous commitment to taste and consumer engagement ensures that Pepsi remains a leading contender in the market and a beloved favorite among cola drinkers across America.