Rockstar Energy

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Rockstar Energy
Rockstar Energy can as of 2023
Product typeEnergy drink
OwnerPepsiCo
CountryUnited States
Introduced2001; 24 years ago (2001)
Websiterockstarenergy.com

Rockstar Energy (stylized as ROCKST★R or ЯR) is a brand of energy drinks created in 2001,[1] which had a 10% market share of the global energy drink market in 2020, the third-highest after Red Bull and Monster Energy.[2] In 2020 the Rockstar brand and company were purchased by PepsiCo. Rockstar is based in Los Angeles, California.

History

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Rockstar was founded in 2001 by Russell Weiner.[1] Rockstar sought to differentiate itself from the market leader, Red Bull, by using a 16 US fluid ounces (470 ml) can size as opposed to Red Bull's 8 US fluid ounces (240 ml) can, and drawing attention to this fact with the slogan "twice the size of Red Bull for the same price".[3]

In 2007 production and distribution for the United Kingdom and Republic of Ireland was franchised to Irn Bru owners A.G. Barr.[4] This contract was terminated in 2020, following the acquisition by PepsiCo.[5]

By 2007, Rockstar was one of the top three energy drink brands in North America, with a 155% growth in sales in 2004,[6] reaching $48 million,[7] and had sold over a billion cans.[8] It had 14% of the US energy drink market in 2008,[9] and as of 2009 was available in over 20 countries. Rockstar switched distributors from the Coca-Cola Company to PepsiCo in the summer of 2009.[10]

In 2009 a guest blogger on the LGBTQ site The Bilerico Project called for a boycott against Rockstar because the company's founder and then-CEO, Russell Weiner, is the son of right-wing radio personality Michael Savage and because its then-CFO, Janet Weiner, was Savage's wife and CFO of his production company. Savage has made extremely vicious comments against gay and trans people.[11][12][13] In response to the call for a boycott, Rockstar Energy initially threatened a lawsuit, but later dropped the lawsuit, donated to LGBT organizations, and improved its workplace LGBT inclusion policies. Janet Weiner stepped down from her role as CFO of Savage Productions.[13]

In 2020 PepsiCo acquired Rockstar Energy for $3.85 billion.[14][15]

In 2021, PepsiCo altered the flavor of the "Original" version and can styling underwent a re-design as part of a new marketing campaign that targeted a broader range of consumers.[16][17] Rockstar redesigned its packaging in 2024 away from typical industry conventions and shifted to smaller logos, fewer illustrations, and more solid colors.[18]

Rockstar is based in Los Angeles, California.[19]

Contents

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Original Rockstar Energy Drink includes sugar, caffeine, and a variety of herbs, like panax ginseng, ginkgo biloba, milk thistle extract, and guarana-seed extract. The amount of guarana used to be higher, but "after being criticized for including guarana once health concerns about the herb were publicized, the amount in the drink was significantly reduced".[20] It also includes 1000 mg of taurine.[21]

Several alcoholic versions of Rockstar are available in Canada; an alcoholic version in the US was discontinued in 2007, possibly in response to criticism that young people were confusing the alcoholic version with the regular one.[22]

Sponsorship

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Two examples of Rockstar sponsorship

Like its competitors Red Bull and Monster Energy, Rockstar has sponsored a range of action sports and music events.

The sponsorships included the Mayhem Festival, a metal and rock festival touring the United States in July and August, the Uproar Festival, a rock festival touring the United States in September and October, and the Lucas Oil Off Road Racing Series.[23] Both the Mayhem and Uproar events were discontinued in 2015. The Lucas racing events were discontinued in 2020.

Rockstar also sponsored various action sports competitors, such as the Husqvarna factory motorcycle riders Gautier Paulin, Graham Jarvis and Pablo Quintanilla, motorcycle road racer Jorge Lorenzo (2011–2012), flat track rider Bryan Smith, rallycross drivers Tanner Foust and Scott Speed, off-road truck driver Rob MacCachren, and drifters Fredric Aasbø and Ryan Tuerck.[citation needed]

References

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  1. ^ a b "Russ Weiner". Forbes. Retrieved June 20, 2025.
  2. ^ "Energy Drink Market Share | T4". www.t4.ai. Retrieved April 22, 2023.
  3. ^ Day, Sherri (April 4, 2004). "Business; Energy Drinks Charm the Young and Caffeinated". The New York Times. Retrieved January 11, 2025.
  4. ^ "Barr renews US energy drink deal". BBC News. June 26, 2012.
  5. ^ "Rockstar terminates contract with AG Barr". June 24, 2020 – via www.talkingretail.com.
  6. ^ Leith, Scott (May 29, 2005) "Coke gets in on hot energy drink market
  7. ^ Martinex, Arlene (April 17, 2004). "Red Bull Is Determined to Defend Its Territory". Los Angeles Times.
  8. ^ Caffell, Paul (May 22, 2008) "Rockstar the 5 million can brand in the UK.... and counting...." Fluidtrade
  9. ^ Reuters, February 20, 2009, PepsiCo sees $650 million in snacks for women
  10. ^ Casey, Matt (February 19, 2009). "PepsiCo signs deal to distribute Rockstar via Pepsi bottlers". Bevnet.com. Retrieved May 7, 2009.
  11. ^ Joe Siegel (June 11, 2009). "Should You Boycott Rockstar?". Edge. Archived from the original on March 13, 2012.
  12. ^ Gaywired Staff (June 4, 2009). "Rockstar Demands Retraction from Gaywired". gaywired.com. Archived from the original on June 12, 2009.
  13. ^ a b Glover, Katherine (July 22, 2009). "Rockstar Exec, Son of Michael Savage, Disavows Homophobia". CBS News. Retrieved March 3, 2024.
  14. ^ Lucas, Amelia; Eisen, Sara (March 11, 2020). "PepsiCo to acquire energy drink maker Rockstar Energy in a $3.85 billion deal". CNBC. Retrieved March 11, 2020.
  15. ^ Lucas, Amelia (January 28, 2021). "Rockstar Energy to air its first-ever Super Bowl ad to introduce new branding under PepsiCo". CNBC. Retrieved April 2, 2021.
  16. ^ "PepsiCo repositions Rockstar as it looks to shake off its 'immature' image". April 27, 2021 – via www.marketingweek.com.
  17. ^ Spary, Sara (April 27, 2021). "PepsiCo Targets 'Hustlers' in International Rockstar Ad Push". AdWeek. Archived from the original on February 14, 2025. Retrieved March 5, 2025.
  18. ^ Schwarz, Hunter (March 1, 2024). "Rockstar's new rebrand is delightfully anti-energy drink". Fast Company. Retrieved January 16, 2025.
  19. ^ "FAQ".
  20. ^ Sanders, Monica. "The Story behind Rock Star Energy Drink". legalzoom.com. Archived from the original on June 14, 2009.
  21. ^ "Original Rockstar Ingredients". rockstar69.com. n.d. Archived from the original on December 20, 2008.
  22. ^ "Study finds dangers in energy drinks with booze, Golden gate X-press, 6 December 2007". Archived from the original on January 31, 2008.
  23. ^ "FMQB: Radio Industry News, Music Industry Updates, Nielsen Ratings, Music News and more!". fmqb.com.
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