Rockstar (drink)

Rockstar
Type Energy drink
Manufacturer Rockstar, Inc.
Country of origin United States
Introduced 2001 (2001)
Flavor 30
Variants Carbonated, non-carbonated, and RTD coffee
Website RockstarEnergy.com

Rockstar (stylized as ROCKST★R or ЯR) is an energy drink created in 2001,[1] which, as of 2009, had 14% of the US energy drink market.[2] Rockstar is based in Las Vegas. As of January 2013, Rockstar Energy Drink was available in more than 20 flavors and in more than 30 countries.

History

Founded in 2001 by Russ Weiner,[1] the son of conservative talkshow host Michael Savage,[3] Rockstar launched into what was the fastest-growing segment of the U.S. beverage market at the time, energy drinks.[4] 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,"[5] 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"[4]

By 2007, Rockstar was one of the top three energy drink brands in North America, with a 155% growth in sales in 2004,[6] reaching $48 million" Atlanta Journal-Constitution[7] and had sold over a billion cans.[8] It had 14% of the US energy drink market in 2008,[2] 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.[9]

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.[10][11] The boycott was motivated by allegations that Savage had made comments perceived to be homophobic, racist, and discriminatory.[12][13][14] In May 2009 San Francisco mayor Gavin Newsom returned a $25,000 donation which Rockstar had made to his 2010 re-election campaign.[11][15]

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 (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."

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.[16]

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.[17]

A can of Rockstar Energy Drink

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 360 mg of caffeine per 24 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."[18] It also includes 1000 mg of taurine.[19]

Side effects

As with all energy drinks, Rockstar can cause jitteriness, head aches, 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.[20][21] 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.[22]

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.[23]

Rockstar has introduced a line of low calorie energy drinks that include electrolytes called Rockstar Recovery, partially in response to these concerns.

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.[24] 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 drifter Fredric Aasbø.

Products

Rockstar cans are known for their bright distinct colors, the various Rockstar flavors are frequently referred to by the color of the can more so than the specific name (e.g. "Zero Carb" is "Blue Rockstar", "Recovery Lemonade" is "Yellow Rockstar", "PerfectBerry" is "Pink Rockstar", etc...)

Drink FlavorColor Can/Star[25]Can Size (oz)In Production[26]
OriginalBlack/Gold/Red8.4, 16, 24, 32Active
Sugar FreeWhite/Gold8.4, 16, 24Active
Zero CarbBlue/Silver16, 24Active
Energy ColaMatte Black/Yellow16
Energy Cola - Double StrengthRed/Gold16
Diet Energy Cola - Double StrengthSilver/Gold16
PerfectBerryPink/Black8.4, 12
Cucumber LimeWhite/Green16Active
Pina ColadaLight Blue/Black16Active
Lime FreezeLight Green/Black16Active
Coconut WaterLight Blue/Black16
HorchataWhite and Green/Red and Black16
2X Energy Extra CaffeineBlack & Grey/Yellow16
Relax - Caffeine Free Tropical GuavaBlack & Light Green/Yellow16
Ginger Brew (ampm stores only)Gold/Gold16Active
Energisant - Bleu Glacier (Canadian Couche-Tard stores only)Blue, White, & Red/Black & Blue16
Iced - Peach & TeaGold/Black16
Blackout - Guarana BerryBlack/White16Active
Drink Flavor (Pure Zero)Color Can/StarCan Size (oz)In Production
Pure Zero Silver IceSilver/Black16Active
Pure Zero PunchedRed & Silver/Black16Active
Pure Zero Punched GuavaWhite/Purple16
Pure Zero WatermelonPink/Silver16Active
Pure Zero Mango, Orange, Passion FruitBlack/Yellow16Active
Pure Zero Fruit PunchBlack/Blue16
Pure Zero Blue IceBlack/Light Blue16
Pure Zero LemonadeYellow/Silver16Active
Pure Zero #TMGS (Tangerine, Mango, Guava, Strawberry) Orange/Pink 16 Active
Drink Flavor (Punched)Color Can/StarCan Size (oz)In Production
PunchedCharcoal/Red16, 24Active
Punched GuavaPurple/Yellow16
Punched AppleLight Green/Black16
Punched CitrusLight Green/Gold16
Punched Blue RaspberryBlack/Light Blue16
Punched Tropical FruitBlack/Orange16, 24
Punched Orange, Mango, Passion FruitOrange/Gold16, 24
Drink Flavor (Recovery)Color Can/StarCan Size (oz)In Production
Recovery LemonadeYellow/Yellow8.4, 16, 24Active
Recovery OrangeOrange/Orange8.4, 16, 24Active
Recovery GrapePurple/Black8.4, 16, 24
Recovery Tea LemonadeStarburst/Black16
Recovery Fruit Punch Red/Black 16 Active
Drink Flavor (Revolt)Color Can/StarCan Size (oz)In Production
Revolt - Killer CitrusCamouflage/Green16Active
Revolt - Killer GrapeCamouflage/Purple16Active
Revolt - Killer Black CherryCamouflage/Grey16Active
Revolt - Cherry (Germany only)[27]Camouflage/Red16Active (Germany only)[27]
Drink Flavor (Organic)Color Can/StarCan Size (oz)In Production
Organic Island FruitTan & Green/Green16Active
Organic StrawberryTan & Red/Red16Active
Drink Flavor (Boom!)Color Can/StarCan Size (oz)In Production
Whipped StrawberryLight Pink/Magenta16Active
Whipped OrangeYellow/Orange16Active
Drink Flavor (Sparkling)Color Can/CircleCan Size (oz)In Production
PeachOrange/Yellow16
Cherry CitrusBlue/Red16
Drink Flavor (XDurance)Color Can/CircleCan Size (oz)In Production
XDurance (Blueberry, Pomegranate, Acai)Blue/Black16
XDurance 10 Calories (Blueberry, Pomegranate, Acai)White/Black16
XDurance Tropical OrangeOrange/Black16
XDurance OrangeOrange/Black16
XDurance LemonadeYellow/Black16
XDurance Electric FruitBlack & Purple/Black & Green16
Drink Flavor (Super Sours)Color Can/StarCan Size (oz)In Production
Super Sours BubbleberryBlue/Black16
Super Sours Green AppleGreen/Black16Active
Super Sours LimeYellow/Black & Green16
Super Sours Lemon & LimeGold/Black & Green16
Super Sours StrawberryRed/Black & Blue16
Drink Flavor (Juiced)Color Can/StarCan Size (oz)In Production
Juiced Mango, Orange, Passion FruitOrange/Gold16
Juiced GuavaPurple/Gold16
Juiced PomegranateRed/Gold16
Juiced Tropical Passion FruitGrey/Orange16Active
Drink Flavor (Roasted)Color Can/StarCan Size (oz)In Production
Roasted MochaDark Brown/Gold16
Roasted Light VanillaCream/Gold16
Roasted LatteLight Brown/Gold16
Roasted CaramelBrown/Gold16
Roasted Light Vanilla & Almond MilkSilver/Blue16
Roasted Caffe Latte & Almond MilkSilver/Black16
Roasted White Chocolate & Almond MilkSilver/Red16
Roasted Mocha Coffee & MilkWhite/Brown16Active
Roasted Light Vanilla Coffee & MilkWhite/Yellow16Active
Roasted Caramel Macchiato Coffee & MilkWhite/Yellow16
Drink Flavor (Freeze)Color Can/StarBottle Size (oz)In Production
Frozen Pineapple & CoconutLight Blue/Black16
Frozen LimeLight Green/Black16Active
Frozen WatermelonRed/Black16
Drink Flavor (Energy Water)Color Can/StarBottle Size (oz)In Production
Rockstar Energy Water - Citrus20
Rockstar Energy Water - Orange Tangerine20
Rockstar Energy Water - Blueberry Pom Acai20
Drink Flavor (+Vodka - available in Canada only)Color Can/StarCan Size (oz)In Production
Rockstar + Vodka (Canada only) 6.9 abv16
Rockstar + Vodka Pomegranate (Canada only) 6.9 abv16

See also

References

  1. 1 2 Business WeekRockstar, Inc.
  2. 1 2 Reuters, 20 February 2009, PepsiCo sees $650 million in snacks for women
  3. ↑ "NEO-CONSERVATIVE HOST ONCE EMBRACED THE COUNTERCULTURE". San Jose Mercury News. 2003-07-25. Archived from the original on 3 December 2003. Retrieved 2012-10-21.
  4. 1 2 Day, Sherri (April 4, 2004" "Business; Energy Drinks Charm the Young and Caffeinated" The New York Times
  5. ↑ Grimes, William (May 23, 2004, "Just Browsing; Opening 13 Cans of Whoop" The New York Times
  6. ↑ Leith, Scott (May 29, 2005} "Coke gets in on hot energy drink market
  7. ↑ Martinex, Arlene (April 17, 2004) "Red Bull Is Determined to Defend Its Territory; The top energy- drink brand is taking action to protect its market share and trade name, including suing bars." Los Angeles Times
  8. ↑ Caffell, Paul (May 22, 2008) "Rockstar the 5 million can brand in the UK.... and counting...." Fluidtrade
  9. ↑ Casey, Matt (February 19, 2009). "PepsiCo signs deal to distribute Rockstar via Pepsi bottlers". Bevnet.com. Retrieved 2009-05-07.
  10. ↑ Edge, 11 June 2009, Should You Boycott Rockstar?
  11. 1 2 gaywired.com, 4 June 2009, Rockstar Demands Retraction from Gaywired
  12. ↑ Alternet, 10 June 2009, AlterNet Takes on Shock Jock Michael Savage and Gets Threatened With a Lawsuit
  13. ↑ "The Truth About Rockstar Energy Drink (official website)".
  14. ↑ "Free Press Release Distribution - Newswire". i-newswire.com.
  15. ↑ The Associated Press. "Newsom campaign to return Rockstar CEO's donation". San Diego Union-Tribune.
  16. ↑ "Rockstar Energy Drink CFO breaks ties with Savage Productions | The Bilerico Project". Bilerico.com. 2009-07-17. Retrieved 2012-10-21.
  17. ↑ "Decision". Domains.adrforum.com. Retrieved 2012-10-21.
  18. ↑ legalzoom.com, The Story behind Rock Star Energy Drink
  19. ↑ rockstar69.com Original Rockstar Ingredients
  20. ↑ "Golden Gate [X]press : Energy Drinks More Dangerous than Efficient". sfsu.edu.
  21. ↑ Archived 16 June 2009 at the Wayback Machine.
  22. ↑ Study finds dangers in energy drinks with booze, Golden gate X-press, 6 December 2007
  23. ↑ http://eatthis.menshealth.com/slide/worst-energy-drink. Accessed: 2009-09-28. (Archived by WebCite at https://www.webcitation.org/5k8oKTuBV)
  24. ↑ "FMQB: Radio Industry News, Music Industry Updates, Nielsen Ratings, Music News and more!". fmqb.com.
  25. ↑ "Rockstar Energy Shop - Home Page". rockstarenergyshop.com.
  26. ↑ "Rockstar Products".
  27. 1 2 "Lokale News - Rockstar Energy Revolt - Neu! Ab November 2016". Rockstar Energy Drink.

This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.