**History and Acquisition**:
– Founded in 2001 by Russ Weiner, son of Michael Savage.
– Launched as an energy drink brand targeting active lifestyles.
– Differentiated from Red Bull with larger can size and competitive pricing.
– Sales reached $48 million by 2007.
– Acquired by PepsiCo in 2020 for $3.85 billion.
**Product Information**:
– Original Rockstar Energy Drink contains sugar, caffeine, and herbs.
– Taurine content is 1000mg.
– Different caffeine levels in various Rockstar products.
– Alcoholic versions available in Canada, discontinued in the US in 2007.
– Introduced low-calorie options like Rockstar Recovery.
**Health Concerns and Controversies**:
– High sugar content in Rockstar Original criticized.
– Energy drinks linked to jitteriness, anxiety, and masking intoxication levels.
– Concerns over aggressive marketing to teenagers and deceptive advertising.
– Allegations of promoting risky behavior and targeting vulnerable demographics.
– Controversies around the founder and CFO’s controversial statements.
**Sponsorship and Market Presence**:
– Sponsored action sports and music events.
– Sponsored athletes and events like Mayhem and Uproar festivals.
– Sponsored motorcycle riders, rallycross drivers, and drifters.
– Discontinued event sponsorships in 2015.
– Competes with Red Bull and Monster, marketed as a premium energy drink.
**Business and Legal Issues**:
– Donations to political campaigns sparking controversies.
– Disputes over trademark infringement and product labeling.
– Allegations of unethical business practices.
– Involvement in high-profile legal battles.
– Global distribution in over 30 countries with a strong presence in convenience stores and gas stations.
Rockstar (stylized as ROCKST★R or ЯR) is an energy drink created in 2001, which, as of 2020[update], 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[update], 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.
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| Product type | Energy drink |
|---|---|
| Owner | PepsiCo |
| Country | United States |
| Introduced | 2001 |
| Website | rockstarenergy.com |