In 2020, PepsiCo acquired Rockstar Energy for $3.85 billion. Barr until 2027, though this was terminated in 2020 following the PepsiCo acquisition. Production and distribution for the United Kingdom and Republic of Ireland was franchised to Irn Bru owners A.G. Rockstar switched distributors from the Coca-Cola Company to PepsiCo in the summer of 2009. Among those countries are Sold: in the United States, Canada, the United Kingdom, Ireland, Germany, Spain, Japan, Hong Kong, Australia, Mexico, Malta, New Zealand, Argentina, the Netherlands, Finland, South Africa, Morocco and Colombia. It had 14% of the US energy drink market in 2008, and as of 2009 was available in over 20 countries. īy 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. 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".
beverage market at the time, energy drinks. Rockstar launched into what was the fastest-growing segment of the U.S.
History įounded in 2001 by Russ Weiner, the son of right-wing radio show host Michael Savage. In March 2020, PepsiCo announced it had agreed to acquire Rockstar for $3.85 billion. As of January 2013, Rockstar Energy Drink was available in more than 20 flavors and in more than 30 countries. Valued at £12.5m, it is now growing at +49 percent.Rockstar (stylized as ROCKST★R or ЯR) is an energy drink created in 2001, which, as of 2020, has a 10% market share of the global energy drink market the third-highest after Red Bull and Monster Energy. Since launching in the UK in 2007 the Rockstar brand has gone from strength to strength. The launch will add to Rockstar’s already broad portfolio of variants, which includes Rockstar Recovery, the UK’s first non-carbonated energy drink. Rockstar Pink will be backed by extensive marketing support, including sponsorship of leading female extreme sports stars and sampling at key female events throughout the year. It contains an energy-boosting blend of caffeine, B-Vitamins and Ginseng. Rockstar Pink, presented in a distinctive hot pink can, is available in the unique flavour of Perfectberry, a blend of Raspberry, Blueberry and Strawberry. In a four-way taste test involving women aged 17 – 24, Rockstar Pink was preferred to the brand leader 2:1. Barr conducted extensive consumer research prior to the launch of Rockstar Pink, during which the drink performed extremely well. It is suited to a long list of usage occasions, ranging from a pre or post-workout boost to a girls’ night in or out.”Ī.G. “As well as boasting energy-boosting properties, Rockstar Pink is refreshing and delicious, meaning consumers will choose it for its taste as well as its functionality. “We are bucking the trend by addressing women’s specific energy drink requirements,” says Troy. The low calorie energy drink category presents a huge profit opportunity, currently representing only 4 per cent of the fast-growing, £699m energy market.
“Sugar-free Rockstar Pink, presented in a sleek 355ml can, is the perfect choice for active women looking for an incredible energy boost without the associated calories.” “Many females are put off by the high sugar content of 500ml cans,” says Adrian Troy, Head of Marketing for A.G. Rockstar Pink, which contains only 10 calories, is set to drive incremental sales in the category. Rockstar Energy Drink is bringing a touch of style to the functional beverages market with the launch of the first energy drink to be targeted specifically at women.
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