Rockstar is an energy drink created in 2001, which, as of 2009, had 14% of the US energy drink market. Rockstar is based in Las Vegas., Rockstar Energy Drink was available in more than 20 flavors and in more than 30 countries. In March 2020, PepsiCo announced it had agreed to acquire Rockstar for $3.85 billion.
History
Founded in 2001 by Russ Weiner, the son of conservative talkshow 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 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" 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, in addition to the United States. Rockstar switched distributors from The Coca-Cola Company to PepsiCo in the summer of 2009. Production and distribution for the United Kingdom and Ireland is franchised to Irn Bru owners A.G. Barr until 2027. On 11 March 2020, PepsiCo announced it had agreed to acquire Rockstar Energy for $3.85 billion. The transaction is expected to close in the first half of 2020.
Boycott
Members of the LGBT community have supported a boycott because the company's founder and CEO is the son of controversial radio personality Michael Savage, and because its former CFO, Janet Weiner, is Savage's wife and also CFO of Savage Productions. The boycott was motivated by allegations that Savage had made comments perceived to be homophobic, racist, and discriminatory. In May 2009 San Francisco mayorGavin Newsom returned a $25,000 donation which Rockstar had made to his 2010 re-election campaign. During an interview with the San Francisco Chronicle, Eric Jaye of the campaign, stated the money was returned because "there was some statements made during 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." Rockstar CFO Janet Weiner had 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. 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.
Contents
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 energy drink contain 240 mg of caffeine per 16 ounce can. Rockstar energy gum was introduced in 2010. There are ten pieces in a pack, and one pack contains the same amount of caffeine as five 8 oz cans. It is available in two flavors: iced mint and iced mint orange. Besides caffeine and sugar, Rockstar Energy Drink contains a variety of herbs, including panax ginseng, ginkgo biloba, milk thistle extract, and guarana 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." It also includes 1000 mg of taurine.
Side effects
As with all energy drinks, Rockstar can cause jitteriness, anxiety, and high blood sugar levels. If mixed with alcohol, it may also mask the level of alcohol intoxication. There are no known side-effects if used in moderation. 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. 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 introduced a line of low calorie energy drinks that include electrolytes called Rockstar Recovery, partially in response to these concerns.
