⊗ Rockstar Energy Drinks are designed for those who lead active lifestyles – from Athletes to Rock Stars
⊗ Made for consumers who need an extra boost of energy
⊗ Enhanced with potent herbal blend of guarana, ginkgo, ginseng and milk thistle
⊗ 473mL per can
⊗ Founded in 2001 by Russ Weiner, the son of conservative talkshow host Michael Savage. Rockstar launched into what was the fastest-growing segment of the U.S. beverage market at the time, energy drinks. In addition to featuring different ingredients, which it claimed were “scientifically formulated to speed the recovery time of those who lead active and exhausting lifestyles—from athletes to rock stars,” Rockstar sought to differentiate itself from the market leader, Red Bull, by using a 16 oz can size as opposed to Red Bull’s 8 oz can, and by marketing itself as “twice the size of Red Bull for the same price”
By 2007, Rockstar was one of the top three energy drink brands in North America, with a 155% growth in sales in 2004, reaching $48 million” Atlanta Journal-Constitution and had sold over a billion cans. It had 14% of the US energy drink market in 2008, and as of 2009 was available in over 20 countries, in addition to the United States. Rockstar switched distributors from The Coca-Cola Company to PepsiCo in the summer of 2009.
Production and distribution for the United Kingdom and Ireland is franchised to Irn Bru owners A.G. Barr until 2027.
On 11 March 2020, PepsiCo announced it had agreed to acquire Rockstar Energy for $3.85 billion. The transaction is expected to close in the first half of 2020.