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{{Short description|Energy drink trademark}} {{Short description|Energy drink trademark}}
{{Use dmy dates|date=September 2019}} {{Use mdy dates|date=March 2024}}


{{Infobox brand {{Infobox brand
| name = Rockstar | name = Rockstar
| logo = Rockstar drinkbrank logo.svg | logo = Rockstar drinkbrank logo.svg
| logo_size = 200 | logo_size = 200
| image = ] | image = ]
| caption = | caption =500 ml can of Rockstar Energy Drink Original as sold in Germany
| producttype = ] | producttype = ]
| currentowner = ] | currentowner = ]
| producedby = | producedby =
| country = U.S. | country = ]
| introduced = {{start date and age|2001}} | introduced = {{start date and age|2001}}
| discontinued = | discontinued =
Line 25: Line 25:
| footnotes = | footnotes =
}} }}
'''Rockstar''' (stylized as '''ROCKST★R''' or '''ЯR''') is an ] created in 2001,<ref name=busweek/> which, {{As of|2020|lc=y}}, has a 10% market share of the global energy drink market; the third-highest after ] and ].<ref>{{Cite web |title=Energy Drink Market Share {{!}} T4 |url=https://www.t4.ai/industry/energy-drink-market-share |access-date=2023-04-22 |website=www.t4.ai |language=en}}</ref> Rockstar is based in ]. {{As of|2013|January}}, Rockstar Energy Drink was available in more than 20 flavors and in more than 30 countries. In March 2020, ] announced it had agreed to acquire Rockstar for $3.85 billion.<ref name=":0">{{Cite web|url=https://www.cnbc.com/2020/03/11/pepsico-to-acquire-energy-drink-maker-rockstar-energy-in-a-3point85-billion-deal.html|title=PepsiCo to acquire energy drink maker Rockstar Energy in a $3.85 billion deal|last=Eisen|first=Amelia Lucas, Sara|date=2020-03-11|website=CNBC|language=en|access-date=2020-03-11}}</ref> '''Rockstar''' (stylized as '''ROCKST★R''' or '''ЯR''') is an ] created in 2001,<ref name=busweek/> which, {{As of|2020|lc=y}}, had a 10% ] of the global energy drink market, the third-highest after ] and ].<ref>{{Cite web |title=Energy Drink Market Share {{!}} T4 |url=https://www.t4.ai/industry/energy-drink-market-share |access-date=April 22, 2023 |website=www.t4.ai |language=en}}</ref> Rockstar is based in ]. {{As of|2013|January}}, Rockstar Energy Drink was available in more than 20 flavors and in more than 30 countries.
Since March 2020 Rockstar is a part of ].<ref name=":0">{{Cite web|url=https://www.cnbc.com/2020/03/11/pepsico-to-acquire-energy-drink-maker-rockstar-energy-in-a-3point85-billion-deal.html|title=PepsiCo to acquire energy drink maker Rockstar Energy in a $3.85 billion deal|last=Eisen|first=Amelia Lucas, Sara|date=March 11, 2020|website=CNBC|language=en|access-date=March 11, 2020}}</ref>


==History== == History ==
Founded in 2001 by ],<ref name="busweek">'']'' </ref> the son of right-wing radio show host ].<ref>{{cite web|url=http://www.bayarea.com/mld/mercurynews/entertainment/television/6336570.htm |title=NEO-CONSERVATIVE HOST ONCE EMBRACED THE COUNTERCULTURE |work=San Jose Mercury News |date=25 July 2003 |access-date=21 October 2012 |url-status=dead |archive-url=https://web.archive.org/web/20031203212120/http://www.bayarea.com/mld/mercurynews/entertainment/television/6336570.htm |archive-date=3 December 2003 }}</ref> Rockstar launched into what was the fastest-growing segment of the U.S. beverage market at the time, energy drinks.<ref name="nyt040404" /> 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,"<ref>Grimes, William (23 May 2004, '']''</ref> Rockstar sought to differentiate itself from the market leader, ], by using a 16&nbsp;oz can size as opposed to Red Bull's 8&nbsp;oz can, and by marketing itself as "twice the size of Red Bull for the same price".<ref name="nyt040404">Day, Sherri (4 April 2004" '']''</ref>


Founded in 2001 by ],<ref name="busweek">'']'' </ref> the son of right-wing radio show host ].<ref>{{cite web|url=http://www.bayarea.com/mld/mercurynews/entertainment/television/6336570.htm |title=NEO-CONSERVATIVE HOST ONCE EMBRACED THE COUNTERCULTURE |work=San Jose Mercury News |date=July 25, 2003 |access-date=October 21, 2012 |url-status=dead |archive-url=https://web.archive.org/web/20031203212120/http://www.bayarea.com/mld/mercurynews/entertainment/television/6336570.htm |archive-date=December 3, 2003}}</ref>
⚫ By 2007, Rockstar was one of the top three energy drink brands in ], with a 155% growth in sales in 2004,<ref>Leith, Scott (29 May 2005) </ref> reaching $48 million" '']''<ref>Martinex, Arlene (17 April 2004) '']''</ref> and had sold over a billion cans.<ref>Caffell, Paul (22 May 2008) "Rockstar the 5 million can brand in the UK.... and counting...." ''Fluidtrade''</ref> It had 14% of the US energy drink market in 2008,<ref name="reuters200209">'']'', 20 February 2009, </ref> and as of 2009 was available in over 20 countries. 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. Rockstar switched distributors from ] to ] in the summer of 2009.<ref>{{cite web|author=Casey, Matt|url=http://www.bevnet.com/news/2009/2-19-2009-rockstar_pepsi |title=PepsiCo signs deal to distribute Rockstar via Pepsi bottlers |publisher=Bevnet.com |date=19 February 2009 |access-date=7 May 2009}}</ref>
Rockstar launched into what was the fastest-growing segment of the U.S. beverage market at the time, energy drinks.<ref name=nyt040404/>
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,"<ref>Grimes, William (May 23, 2004, '']''</ref>
Rockstar sought to differentiate itself from the market leader, ], by using a {{convert|16|usoz|ml}} can size as opposed to Red Bull's {{convert|8|usoz|ml}} can, and drawing attention to this fact with the slogan "twice the size of Red Bull for the same price".<ref name="nyt040404">Day, Sherri (April 4, 2004" '']''</ref>


By 2007, Rockstar was one of the top three energy drink brands in ], with a 155% growth in sales in 2004,<ref>Leith, Scott (May 29, 2005) </ref> reaching $48 million" '']''<ref>Martinex, Arlene (17 April 2004) '']''</ref>
⚫ Production and distribution for the ] and ] was franchised to ] owners ] until 2027,<ref>{{Cite web|url=https://www.bbc.com/news/uk-scotland-scotland-business-18591860|title=Barr renews US energy drink deal|date=26 June 2012|via=www.bbc.com}}</ref> though this was terminated in 2020 following the PepsiCo acquisition.<ref>{{Cite web|url=https://www.talkingretail.com/products-news/soft-drinks/rockstar-terminates-contract-ag-barr-24-06-2020/|title=Rockstar terminates contract with AG Barr|date=24 June 2020|via=www.talkingretail.com}}</ref>
⚫ and had sold over a billion cans.<ref>Caffell, Paul (22 May 2008) "Rockstar the 5 million can brand in the UK.... and counting...." ''Fluidtrade''</ref> It had 14% of the US energy drink market in 2008,<ref name=reuters200209>'']'', February 20, 2009, </ref> and as of 2009 was available in over 20 countries. 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. Rockstar switched distributors from ] to ] in the summer of 2009.<ref>{{cite web|author=Casey, Matt|url=http://www.bevnet.com/news/2009/2-19-2009-rockstar_pepsi |title=PepsiCo signs deal to distribute Rockstar via Pepsi bottlers |publisher=Bevnet.com |date=February 19, 2009 |access-date=May 7, 2009}}</ref>


⚫ Production and distribution for the ] and ] was franchised to ] owners ],<ref>{{Cite news|url=https://www.bbc.com/news/uk-scotland-scotland-business-18591860|title=Barr renews US energy drink deal|work=BBC News |date=June 26, 2012}}</ref> This contract was terminated in 2020, following the acquisition by PepsiCo.<ref>{{Cite web|url=https://www.talkingretail.com/products-news/soft-drinks/rockstar-terminates-contract-ag-barr-24-06-2020/|title=Rockstar terminates contract with AG Barr|date=June 24, 2020|via=www.talkingretail.com}}</ref>
⚫ In 2020, PepsiCo acquired Rockstar Energy for $3.85 billion.<ref>{{Cite web|last=Lucas|first=Amelia|date=2021-01-28|title=Rockstar Energy to air its first-ever Super Bowl ad to introduce new branding under PepsiCo|url=https://www.cnbc.com/2021/01/28/rockstar-energy-to-air-its-first-ever-super-bowl-ad-to-introduce-new-branding-under-pepsico.html|access-date=2021-04-02|website=CNBC|language=en}}</ref>


⚫ In 2020, PepsiCo acquired Rockstar Energy for $3.85 billion.<ref>{{Cite web|last=Lucas|first=Amelia|date=January 28, 2021|title=Rockstar Energy to air its first-ever Super Bowl ad to introduce new branding under PepsiCo|url=https://www.cnbc.com/2021/01/28/rockstar-energy-to-air-its-first-ever-super-bowl-ad-to-introduce-new-branding-under-pepsico.html|access-date=April 2, 2021|website=CNBC|language=en}}</ref>
⚫ In 2021, the company altered the flavor of the "Original" version and can styling underwent a re-design as part of a new marketing campaign.<ref>{{Cite web|url=https://www.marketingweek.com/pepsico-repositions-rockstar-immature-image/|title=PepsiCo repositions Rockstar as it looks to shake off its ‘immature’ image|date=27 April 2021|via=www.marketingweek.com}}</ref>


⚫ In 2021, the company altered the flavor of the "Original" version and can styling underwent a re-design as part of a new marketing campaign.<ref>{{Cite web|url=https://www.marketingweek.com/pepsico-repositions-rockstar-immature-image/|title=PepsiCo repositions Rockstar as it looks to shake off its 'immature' image|date=April 27, 2021|via=www.marketingweek.com}}</ref>
===Boycott===
⚫ Members of the ] community have supported a boycott because the company's founder and ] is the son of right-wing radio personality ] and because its former ], Janet Weiner, is Savage's wife and CFO of his production company.<ref name=edge>''Edge'', 11 June 2009, </ref><ref name=gayw040609>gaywired.com, 4 June 2009, {{Webarchive|url=https://web.archive.org/web/20090612040402/http://gaywired.com/Article.cfm?Section=165&ID=23024 |date=12 June 2009 }}</ref> The boycott was motivated by allegations that Savage had made homophobic, racist, antisemitic, and discriminatory comments.<ref name=alternet>''Alternet'', 10 June 2009, </ref><ref>{{Cite web|url=http://www.thetruthaboutrockstar.com/|title=the truth about rockstar &#124; Berita Judi Remaja}}</ref><ref>{{cite web|url=http://www.i-newswire.com/pr114679.html|title=Free Press Release Distribution - Newswire|work=i-newswire.com}}</ref> In May 2009, San Francisco mayor ] returned a $25,000 donation which Rockstar had made to his 2010 re-election campaign.<ref name=gayw040609/><ref>{{cite web|url=http://www.utsandiego.com/news/2009/may/23/ca-governors-race-newsom-052309/?print&page=all|title=Newsom campaign to return Rockstar CEO's donation|author=The Associated Press|author-link=The Associated Press|publisher=]}}</ref>


⚫ == Contents ==
⚫ During an interview with the '']'', Newsom aide Eric Jaye stated the money was returned because "there was some statements made during (Weiner's) 1998 campaign in the GOP primary which conflicted with the mayor's position and we're returning the check," he said.


⚫ Original Rockstar Energy Drink includes ], caffeine, and a variety of herbs, like ], ], ] extract, and ]-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".<ref name=legalzoom>legalzoom.com, {{Webarchive|url=https://web.archive.org/web/20090614175632/http://www.legalzoom.com/legal-articles/The-Story-behind-Rock-Star.html |date=June 14, 2009}}</ref>
⚫ In a later interview Weiner told '']'': "I still wish Gavin well. I always will." But he said that with the donation rejected, "I'm taking this money and I'm donating it to charity. We're telling them to name a charity of their choosing, and if they don't want it, we'll donate it to ]."
It also includes 1000&nbsp;mg of ].<ref>rockstar69.com </ref>


⚫ Rockstar products in the US have two levels of ] content: either 10&nbsp;mg of caffeine per ounce, or 15&nbsp;mg of caffeine per ounce. Rockstar Energy Drink Original contains 160&nbsp;mg of caffeine per 16 ounce can, while the Rockstar Punched and Pure Zero energy drinks contain 240&nbsp;mg of caffeine per 16 ounce can.<!--<ref>{{cite web|url=http://www.energyfiend.com/the-caffeine-database|title=Caffeine Content of Drinks|work=energyfiend.com}}</ref> - confirmed by manufacturer's site.-->
⚫ Janet Weiner stepped down from her role as CFO of Savage Productions "as an apparent statement of solidarity with equality advocates" which had not been requested as part of the agreement.<ref>{{cite web|url=http://www.bilerico.com/2009/07/rockstar_energy_drink_cfo_breaks_ties_with_savage.php |title=Rockstar Energy Drink CFO breaks ties with Savage Productions &#124; The Bilerico Project |publisher=Bilerico.com |date=17 July 2009 |access-date=21 October 2012}}</ref>


⚫ 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.<ref>{{Cite web|url=http://xpress.sfsu.edu/archives/news/009805.html|archive-url=https://web.archive.org/web/20080131215539/http://xpress.sfsu.edu/archives/news/009805.html|url-status=dead|title=Study finds dangers in energy drinks with booze, Golden gate X-press, 6 December 2007|archive-date=January 31, 2008}}</ref>
⚫ Rockstar, saying that the "truthaboutrockstarenergydrink.com" domain name was registered and used in bad faith, obtained control of that site under a decision from the ].<ref>{{cite web|url=http://domains.adrforum.com/domains/decisions/1279865.htm |title=Decision |publisher=Domains.adrforum.com |access-date=21 October 2012}}</ref>


==Contents== == Criticism ==
⚫ Rockstar products in the US have two levels of ] content: either 10&nbsp;mg of caffeine per ounce, or 15&nbsp;mg of caffeine per ounce. Rockstar Energy Drink Original contains 160&nbsp;mg of caffeine per 16 ounce can, while the Rockstar Punched and Pure Zero energy drinks contain 240&nbsp;mg of caffeine per 16 ounce can.<!--<ref>{{cite web|url=http://www.energyfiend.com/the-caffeine-database|title=Caffeine Content of Drinks|work=energyfiend.com}}</ref> - confirmed by manufacturer's site.-->


=== Health Issues ===
⚫ Besides caffeine and ], Rockstar Energy Drink contains a variety of herbs, including ], ], ] extract, and ] seed. 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".<ref name=legalzoom>legalzoom.com, {{Webarchive|url=https://web.archive.org/web/20090614175632/http://www.legalzoom.com/legal-articles/The-Story-behind-Rock-Star.html |date=14 June 2009 }}</ref> It also includes 1000&nbsp;mg of ].<ref>rockstar69.com </ref>
⚫ Rockstar Original was named Worst Energy Drink by '']'' magazine for having 280 calories due to 67.5&nbsp;grams of sugar. ] Lo-Carb, with 20 calories, was suggested as a replacement.<ref>http://eatthis.menshealth.com/slide/worst-energy-drink. Accessed: September 28, 2009. (Archived by WebCite at)</ref>
⚫ Rockstar has responded to this kind of criticism by introducing a line of low calorie energy drinks that include electrolytes called "Rockstar Recovery".


⚫ In general energy drinks can cause jitteriness and ]. If mixed with alcohol, they may also mask the level of ]. Used in moderation no detrimental side effects have been known.<ref>{{cite web|url=http://xpress.sfsu.edu/archives/news/004915.html|title=Golden Gate press : Energy Drinks More Dangerous than Efficient|work=sfsu.edu|access-date=June 17, 2009|archive-date=June 26, 2009|archive-url=https://web.archive.org/web/20090626013435/http://xpress.sfsu.edu/archives/news/004915.html|url-status=dead}}</ref><ref>{{Cite web|url=https://www.brown.edu/campus-life/health/services/promotion/|archive-url=https://web.archive.org/web/20090616063730/http://www.brown.edu/Student_Services/Health_Services/Health_Education/atod/energydrinks.htm|url-status=dead|title=Health Promotion &#124; Brown University &#124;|archive-date=June 16, 2009|website=www.brown.edu}}</ref>
===Side effects===
⚫ Rockstar can cause jitteriness and ]. Sugar may be present, which could cause high ] levels. If mixed with alcohol, it may also mask the level of ]. There are no known side effects if used in moderation.<ref>{{cite web|url=http://xpress.sfsu.edu/archives/news/004915.html|title=Golden Gate press : Energy Drinks More Dangerous than Efficient|work=sfsu.edu|access-date=17 June 2009|archive-date=26 June 2009|archive-url=https://web.archive.org/web/20090626013435/http://xpress.sfsu.edu/archives/news/004915.html|url-status=dead}}</ref><ref>{{Cite web|url=https://www.brown.edu/campus-life/health/services/promotion/|archive-url=https://web.archive.org/web/20090616063730/http://www.brown.edu/Student_Services/Health_Services/Health_Education/atod/energydrinks.htm|url-status=dead|title=Health Promotion &#124; Brown University &#124;|archive-date=16 June 2009|website=www.brown.edu}}</ref>
⚫ 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.<ref>{{Cite web|url=http://xpress.sfsu.edu/archives/news/009805.html|archive-url=https://web.archive.org/web/20080131215539/http://xpress.sfsu.edu/archives/news/009805.html|url-status=dead|title=Study finds dangers in energy drinks with booze, Golden gate X-press, 6 December 2007|archive-date=31 January 2008}}</ref>


=== Corporate Governance ===
⚫ Rockstar Original was named Worst Energy Drink by '']'' magazine for having 280 calories due to 67.5&nbsp;grams of sugar. ] Lo-Carb, with 20 calories, was suggested as a replacement.<ref>http://eatthis.menshealth.com/slide/worst-energy-drink. Accessed: 2009-09-28. (Archived by WebCite at)</ref>
⚫ Members of the ] community have spoken out against Rockstar because the company's founder and ] is the son of right-wing radio personality ] and because its former ], Janet Weiner, is Savage's wife and CFO of his production company.<ref name=edge>''Edge'', June 11, 2009, </ref><ref name=gayw040609>gaywired.com, June 4, 2009, {{Webarchive|url=https://web.archive.org/web/20090612040402/http://gaywired.com/Article.cfm?Section=165&ID=23024 |date=June 12, 2009 }}</ref> The boycott was motivated by allegations that Savage had made homophobic, racist, antisemitic, and discriminatory comments.<ref>{{Cite news |last=Glover |first=Katherine |date=July 22, 2009 |title=Rockstar Exec, Son of Michael Savage, Disavows Homophobia - CBS News |url=http://www.cbsnews.com/8301-505123_162-33140843/rockstar-exec-son-of-michael-savage-disavows-homophobia/ |access-date=March 3, 2024 |language=en-US}}{{dead link|date=August 2024|bot=medic}}{{cbignore|bot=medic}}</ref><ref>{{cite web|url=http://www.i-newswire.com/pr114679.html|title=Free Press Release Distribution - Newswire|work=i-newswire.com}}</ref> In May 2009, then San Francisco mayor ] returned a $25,000 donation which Rockstar had made to his 2010 re-election campaign.<ref name=gayw040609/><ref>{{cite web|url=http://www.utsandiego.com/news/2009/may/23/ca-governors-race-newsom-052309/?print&page=all|title=Newsom campaign to return Rockstar CEO's donation|author=The Associated Press|author-link=The Associated Press|publisher=]}}</ref>


⚫ During an interview with the '']'', Newsom aide Eric Jaye stated the money was returned because "there was some statements made during (Weiner's) 1998 campaign in the GOP primary which conflicted with the mayor's position and we're returning the check," he said.
⚫ Rockstar has introduced a line of low calorie energy drinks that include electrolytes called Rockstar Recovery, partially in response to these concerns.

⚫ In a later interview Weiner told '']'': "I still wish Gavin well. I always will." But he said that with the donation rejected, "I'm taking this money and I'm donating it to charity. We're telling them to name a charity of their choosing, and if they don't want it, we'll donate it to ]."

⚫ Janet Weiner stepped down from her role as CFO of Savage Productions "as an apparent statement of solidarity with equality advocates" which had not been requested as part of the agreement.<ref>{{cite web|url=http://www.bilerico.com/2009/07/rockstar_energy_drink_cfo_breaks_ties_with_savage.php |title=Rockstar Energy Drink CFO breaks ties with Savage Productions &#124; The Bilerico Project |publisher=Bilerico.com |date=July 17, 2009 |access-date=October 21, 2012}}</ref>

=== Website Dispute ===
⚫ Rockstar, saying that the "truthaboutrockstarenergydrink.com" domain name was registered and used in bad faith, obtained control of that site under a decision from the ].<ref>{{cite web|url=http://domains.adrforum.com/domains/decisions/1279865.htm |title=Decision |publisher=Domains.adrforum.com |access-date=October 21, 2012}}</ref>

⚫ == Sponsorship ==


⚫ ==Sponsorship==
{{multiple image {{multiple image
|align= |align=
Line 74: Line 86:
Rockstar also sponsors a large number of action sports competitors, such as the ] factory motorcycle riders ], ] and Pablo Quintanilla, motorcycle road racer ] (2011-2012), flat track rider ], rallycross drivers ] and ], off-road truck driver ], and drifters ] and ]. Rockstar also sponsors a large number of action sports competitors, such as the ] factory motorcycle riders ], ] and Pablo Quintanilla, motorcycle road racer ] (2011-2012), flat track rider ], rallycross drivers ] and ], off-road truck driver ], and drifters ] and ].


Football soccer Advertisers MTV Asia 2001 reference ]
== Advertising ==
{{empty section|date=April 2023}}

⚫ == See also ==
* ]


==References== == References ==
{{Reflist}} {{Reflist}}


==External links== == External links ==
* {{Official website}} * {{Official website}}


Latest revision as of 03:37, 5 December 2024

Energy drink trademark

Rockstar
500 ml can of Rockstar Energy Drink Original as sold in Germany
Product typeEnergy drink
OwnerPepsiCo
CountryUnited States
Introduced2001; 23 years ago (2001)
Websiterockstarenergy.com

Rockstar (stylized as ROCKST★R or ЯR) is an energy drink created in 2001, which, as of 2020, had a 10% market share of the global energy drink market, the third-highest after Red Bull and Monster Energy. Rockstar is based in Purchase, New York. As of January 2013, Rockstar Energy Drink was available in more than 20 flavors and in more than 30 countries. Since March 2020 Rockstar is a part of PepsiCo.

History

Founded in 2001 by Russ Weiner, the son of right-wing radio show 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 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".

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. 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. Rockstar switched distributors from the Coca-Cola Company to PepsiCo in the summer of 2009.

Production and distribution for the United Kingdom and Republic of Ireland was franchised to Irn Bru owners A.G. Barr, This contract was terminated in 2020, following the acquisition by PepsiCo.

In 2020, PepsiCo acquired Rockstar Energy for $3.85 billion.

In 2021, the company altered the flavor of the "Original" version and can styling underwent a re-design as part of a new marketing campaign.

Contents

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". It also includes 1000 mg of taurine.

Rockstar products in the US have two levels of caffeine content: either 10 mg of caffeine per ounce, or 15 mg of caffeine per ounce. Rockstar Energy Drink Original contains 160 mg of caffeine per 16 ounce can, while the Rockstar Punched and Pure Zero energy drinks contain 240 mg of caffeine per 16 ounce can.

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.

Criticism

Health Issues

Rockstar Original was named Worst Energy Drink by Men's Health magazine for having 280 calories due to 67.5 grams of sugar. Monster Energy Lo-Carb, with 20 calories, was suggested as a replacement. Rockstar has responded to this kind of criticism by introducing a line of low calorie energy drinks that include electrolytes called "Rockstar Recovery".

In general energy drinks can cause jitteriness and anxiety. If mixed with alcohol, they may also mask the level of alcohol intoxication. Used in moderation no detrimental side effects have been known.

Corporate Governance

Members of the LGBT community have spoken out against Rockstar because the company's founder and chief executive officer is the son of right-wing radio personality Michael Savage and because its former chief financial officer, Janet Weiner, is Savage's wife and CFO of his production company. The boycott was motivated by allegations that Savage had made homophobic, racist, antisemitic, and discriminatory comments. In May 2009, then San Francisco mayor Gavin Newsom returned a $25,000 donation which Rockstar had made to his 2010 re-election campaign.

During an interview with the San Francisco Chronicle, Newsom aide Eric Jaye stated the money was returned because "there was some statements made during (Weiner's) 1998 campaign in the GOP primary which conflicted with the mayor's position and we're returning the check," he said.

In a later interview Weiner told SF Gate: "I still wish Gavin well. I always will." But he said that with the donation rejected, "I'm taking this money and I'm donating it to charity. We're telling them to name a charity of their choosing, and if they don't want it, we'll donate it to Project Open Hand."

Janet Weiner stepped down from her role as CFO of Savage Productions "as an apparent statement of solidarity with equality advocates" which had not been requested as part of the agreement.

Website Dispute

Rockstar, saying that the "truthaboutrockstarenergydrink.com" domain name was registered and used in bad faith, obtained control of that site under a decision from the National Arbitration Forum.

Sponsorship

Two examples of Rockstar racing cars sponsorship

Like its competitors Red Bull and Monster Energy, Rockstar sponsors a range of action sports and music events, including 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. Both the Mayhem and Uproar events were discontinued in 2015.

Rockstar also sponsors a large number of 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. 

Football soccer Advertisers MTV Asia 2001 reference Alessandro Del Piero

References

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  24. Glover, Katherine (July 22, 2009). "Rockstar Exec, Son of Michael Savage, Disavows Homophobia - CBS News". Retrieved March 3, 2024.
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  29. "FMQB: Radio Industry News, Music Industry Updates, Nielsen Ratings, Music News and more!". fmqb.com.

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