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Rockstar (drink)

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**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 (drink) (Wikipedia)

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.

Product typeEnergy drink
CountryUnited States
Introduced2001; 23 years ago (2001)
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