Suntory Oceania’s leading sports drink brand, Maximus, has expanded its core range with the launch of Maximus Pink Lemonade – a fresh take designed to drive flavour‑led growth in the sports hydration category.
Available in the 1L bottle, Maximus Pink Lemonade brings “a nostalgic classic to life with bright refreshment, smooth sweetness and a subtle complexity that’s familiar yet intriguingly hard to define”.
“Building on the strong success of Maximus Mango Passionfruit, a fan favourite, which delivered significant incremental growth to the category, we have continued to innovate with the launch of another unique flavour designed to stand out,” said Lisa Pearce, head of Maximus, juice, digital and agency partnerships at Suntory Beverage and Food Oceania.
“At a time when consumers are increasingly seeking comfort in familiar and nostalgic flavour profiles amid ongoing uncertainty, Pink Lemonade taps into that shift and delivers a taste experience that feels both reassuringly recognisable and refreshingly new.”
The launch will be supported by in-store execution, including high-impact POS designed to maximise visibility, alongside out-of-home and social support to build awareness and trial.
Maximus Pink Lemonade is currently available exclusively with BP and IGA stores, and will be nationally available across grocery, petrol and convenience channels from September.
Maximus Pink Lemonade joins the brand’s core flavour line-up alongside Blue, Mango Passionfruit, Grape, Red and Lemonade Ice Block.
