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Rockstar (drink)

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Rockstar
File:ROCKST★R
TypeEnergy drink
ManufacturerRockstar Inc.
Country of origin United States
Introduced2001
FlavorSweet
Websiterockstar69.com

Rockstar (or ROCKST★R) is an energy drink created in 2001.[1] As of 2009 it was one of the leading energy drinks by sales, with 14% of the US market in 2008.[2] Rockstar is based in Las Vegas, and is co-owned by Russell Weiner. In early February fourteen flavors and all sizes of Rockstar Energy Drink (including energy gum and shots) will be available in Australia and the UK. Rockstar Energy Drink is available in fourteen different flavors, and in over twenty countries.

Overview

Founded in 2001 by Russell Goldencloud Weiner, [1] Rockstar launched into the fastest-growing segment of the US beverage market, energy drinks.[3] As well as 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,"[4] Rockstar sought to differentiate itself from the market leader Red Bull by using a 16 oz can size (against Red Bull's 8 oz can) and marketing itself as "twice the size of Red Bull for the same price."[3]

By 2008, Rockstar was one of the top three energy drink brands in North America, (having enjoyed 155% growth in sales in 2004,[5] reaching $48 million[6]) and had sold over a billion cans.[7] 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 announced it would be switching distributors from Coca-Cola to PepsiCo in spring or summer 2009.[8]

Like its competitor Red Bull, Rockstar sponsors a range of events, including the Mayhem Festival, a metal and rock festival touring the United States in July and August; the Taste Of Chaos, a hardcore tour now called the "Winter Warped Tour"; and the "Alternative Press Tour," an annual U.S./Canada tour.

Drink

File:Rockstar.jpg
Original 16 fl oz. (473 ml) can of Rockstar

Rockstar Energy Drink is available in fourteen different flavors; Rockstar Energy Shots are available in two flavors. Rockstar Energy Shots contain 200 mg of caffeine in a 2.5 oz can,[9] compared to Rockstar Energy Drink's 150 mg (for the original 16 oz can size), and the recommended maximum daily intake of 200 mg in 2010 three new flavours were introduced to the USA, Rockstar Energy cola (an improved version to the the last energy cola in the USA and the UK),Rockstar Recovery lemonade flavour and Rockstar Roasted Esprespo only available in a 8 oz can. Two new sizes are also available for Rockstar original, 32 oz can with resealable cap can lid and a 1 L (1,000 ml) bottle.

GUM: a new line of products was introduced in 2010 is Rockstar energy gum. There are ten pieces in a pack and one pack contains the same amount of caffeine as an 8 oz can and is available in two flavours, iced mint and iced mint orange.

Rockstar Energy Drink contains, besides caffeine and sugar, a variety of herbs: panax ginseng, gingko biloba, milk thistle extract, and guarana seed, though the amount of the latter used to be higher: "After being criticized for including guarana once health concerns about the herb were publicized, the amount in the drink was significantly reduced."[10] Rockstar fluoresces when exposed to ultra-violet light.[10] It also includes taurine.[11]

Rockstar can cause jitteriness, anxiety, and high blood sugar levels. If mixed with alcohol it can lead to heart failure and may also mask the level of alcohol intoxication. Because of the diuretic effect of caffeine, Rockstar can exacerbate dehydration. There are no known side-effects if used in moderation.[12][13]

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.[14]

Rockstar Original was named Worst Energy Drink by Men's Health magazine for having 280 calories due to 62 grams of sugar. Monster Energy Lo-Carb, with 20 calories, was suggested as a replacement.[15]

Team Rockstar sponsored drivers

Division Car Color Driver Team Car
Template:Formula Drift Black/Gold Tanner Foust [Team Scion Racing ] [Rockstar Energy Drink] Scion TC
Template:D1GP Pearl White/Gold Nobuteru Tanguchi [Team Nismo] / [Rockstar Energy Drink] Nissan Silvia
Template:Canadian Drift Blue/Silver Kevin huynh [Team Mopar] / [Rockstar Energydrink] / [] Dodge Challenger
Template:D1GP Pink/Gold Ken Nemura [Team Nissan] / [Rockstar Energy Drink] Nissan Skyline ER34
Template:D1GP Red/Gold Katsuhiro ueo [Team Vertex] / [Rockstar Energy Drink] Toyota Soarer
Template:D1GP Black/Red Vanessa Ozawa [Team Mopar] / [Rockstar Energy Drink] Dodge Charger

Boycott

Rockstar is the subject of a boycott by part of the LGBT community because of the company's ties to the controversial conservative radio host Michael Savage (Savage has no formal involvement with the company, but his son Russell Goldencloud Weiner is the co-founder and CEO, while Savage's wife Janet Weiner is the corporation's CFO,[16] secretary and treasurer[17][18]). The boycott was motivated by allegations that Savage had made comments perceived to be homophobic, racist, and discriminatory, as well as by the fact that Russell Weiner had co-founded the conservative Paul Revere Society with Savage.[19][20][21][22][23] In May 2009 San Francisco mayor Gavin Newsom returned a $25,000 donation which Rockstar had made to his 2010 re-election campaign.[17]

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 the 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.

In the late Spring of 2009, Rockstar's legal team, Glaser, Weil, Fink, Jacobs, Howard & Shapiro, LLP threatened legal action against websites that were infringing on Rockstar's trademarks and/or cybersquatting. On 27 April 2009, Rockstar created the website truthaboutrockstar.com, in an attempt to defend Rockstar's image as a company by providing "the truth about Rockstar". It declares that "ROCKSTAR is a corporate entity, not an individual."[24] Like the official website rockstar69.com, truthaboutrockstar.com is registered to Russ Weiner.[25] An anti-Rockstar website thetruthaboutrockstarenergydrink.com was created on 3 June 2009, using a very similar design.[26]

In July of 2009, Change.org announced they had negotiated an agreement with Rockstar resulting in the release of a statement that affirmed the company's continuing support for LGBT rights. In addition, Rockstar agreed to donate $100,000 to LGBT rights organizations.[27]

In July of 2009, the Bilerico Project announced that Rockstar CFO Janet Weiner had stepped down from her role as CFO of Savage Productions. Rockstar spokesman Tony Guilfoyle confirmed that Janet Weiner "is no longer a director or in anyway professionally associated with her husband's company Savage productions. Guilfoyle confirmed that she stepped down of her own accord, but would not comment on the Weiners' personal lives."[28]

References

  1. ^ a b Business Week, Rockstar, Inc.
  2. ^ a b Reuters, 20 February 2009, PepsiCo sees $650 million in snacks for women
  3. ^ a b New York Times, 4 April 2004, Business; Energy Drinks Charm the Young and Caffeinated
  4. ^ New York Times, 23 May 2004, JUST BROWSING; Opening 13 Cans of Whoop
  5. ^ Atlanta Journal-Constitution, 29 May 2005, Coke gets in on hot energy drink market
  6. ^ Los Angeles Times, 17 April 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."
  7. ^ Fluidtrade, 22 May 2008, Rockstar the 5 million can brand in the UK…. and counting....
  8. ^ "PepsiCo signs deal to distribute Rockstar via Pepsi bottlers". Bevnet.com. 2009-02-19. Retrieved 2009-05-07.
  9. ^ rockstar69.com, Rockstar Energy Shot Ingredients
  10. ^ a b legalzoom.com, The Story behind Rock Star Energy Drink
  11. ^ rockstar69.com Original Rockstar Ingredients
  12. ^ http://xpress.sfsu.edu/archives/news/004915.html
  13. ^ http://www.brown.edu/Student_Services/Health_Services/Health_Education/atod/energydrinks.htm
  14. ^ Study finds dangers in energy drinks with booze, Golden gate X-press, 6 December 2007
  15. ^ http://eatthis.menshealth.com/slide/worst-energy-drink. Accessed: 2009-09-28. (Archived by WebCite® at http://www.webcitation.org/5k8oKTuBV)
  16. ^ Edge, 11 June 2009, Should You Boycott Rockstar?
  17. ^ a b gaywired.com, 4 June 2009, Rockstar Demands Retraction from Gaywired
  18. ^ Nevada Secretary of State, Rockstar, Inc, accessed 26 June 2009
  19. ^ "Gay & Lesbian Issues Examiner: Rockstar energy drink founder is homophobe and racist Michael Savage". examiner.com. 2009-04-27. Retrieved 2009-05-09.
  20. ^ Alternet, 10 June 2009, AlterNet Takes on Shock Jock Michael Savage and Gets Threatened With a Lawsuit
  21. ^ "Facebook Group "Don't Drink Hate. BOYCOTT ROCKSTAR!"". facebook.com. 2009-04-27. Retrieved 2009-05-09.
  22. ^ "The Truth About Rockstar Energy Drink (official website)".
  23. ^ I-news article detailing the website and the back-story
  24. ^ truthaboutrockstar.com
  25. ^ See whois record at Network Solutions, accessed 23 June 2009. In addition rockstar69.com is referenced in the source code of http://www.truthaboutrockstar.com/index.html, accessed 23 June 2009
  26. ^ http://www.thetruthaboutrockstarenergydrink.com, accessed 23 June 2009
  27. ^ Change.org, 9 July 2009, Change.org Helps Negotiate Agreement Between ROCKSTAR Energy Drink and LGBT Rights Organizations
  28. ^ http://www.bilerico.com/2009/07/rockstar_energy_drink_cfo_breaks_ties_with_savage.php
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