This summer, the beverage selection in the United States has become a true competition among major chains. While some are betting on coffee and others on frappés, there are brands that are going a step further. We're not just talking about caffeinated sodas or iced shakes.
Taco Bell, which had already been surprising with aggressive launches in 2024, has decided to make an unexpected move. Instead of just expanding its main dishes, it is now targeting the premium beverage market directly. Its new move makes it clear that the goal is to lead outside the traditional menu as well.
New refrescas: Flavor and freshness without soda
The chain has launched a line of Aguas Refrescas with bold flavors and an aesthetic reminiscent of non-alcoholic cocktails. Each drink is made with freeze-dried fruit, which intensifies the flavor and offers an unexpected texture. In addition, green tea adds a slight touch of caffeine to accompany any meal.
The three available varieties are Strawberry with Passion Fruit, Dragon Fruit with Berries, and Mango with Peach. All are served in a 20 oz (590 ml) format and cost $3.99, although the price may vary depending on the area. Comparisons with gourmet beverages haven't taken long to appear on social media.
But Taco Bell isn't stopping there. For those seeking a bigger energy boost, the brand is also launching two new Rockstar Energy Sodas. The Pineapple & Lime and Tropical Punch flavors come with 200 mg of caffeine and a price of $4.49 per bottle.
There are also frozen versions… and more on the way
The big new feature for this summer is also the Refresca Freeze. With a Strawberry and Lime base, this frozen drink adds real freeze-dried fruit. It's sold for $3.79 in the 16 oz format and $3.99 in the 20 oz format.
In addition, Taco Bell is preparing an expansion of its Live Más Café concept. This proposal will include more than 30 handcrafted beverages, such as the Horchata Latte. It will feature its own baristas, whom the chain calls "Bellristas."
The new Live Más Café locations will open in the fall, starting in Southern California and Texas. More than 30 openings are planned, with Houston and Dallas as key points. However, the new Refrescas are already available nationwide, with no need to wait.
With this launch, Taco Bell is positioning itself as a serious rival to chains like Dunkin' or Starbucks. It is doing so with a different approach: fresh drinks, fruity flavor, balanced energy, and a vibrant aesthetic. The bet is on the table.