Taco Bell Launches Refrescas, Sets $5B Drink Goal

Taco Bell has rolled out six new Refrescas beverages nationwide, featuring three agua fresca-inspired green tea drinks, two Rockstar Energy drinks with 200 mg of caffeine, and a frozen Strawberry Lime Refresca Freeze. The drinks are priced between $3.79 and $4.49 for 20-ounce servings, targeting younger consumers seeking energizing and refreshing beverage options. This launch is part of Taco Bell's strategy to achieve $5 billion in beverage sales by 2030. The company also plans to add 30 new Live Más Cafés in Southern California and Texas by the end of 2025 to expand its specialty beverage offerings. Early feedback from regional test markets has been positive, with reviewers praising the drinks' visual appeal and flavors, though some found certain flavors artificial. Taco Bell aims to become a leading destination for creative and premium drinks with this expanded lineup.