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Rockstar (drink)

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Rockstar
TypeEnergy drink
ManufacturerRockstar Inc.
DistributorRockstar Inc.
Country of origin United States
Introduced2001
FlavorVarious
Variantsvarious & coffee
Websitewww.rockstar69.com

Rockstar (branded ROCKST★R) is bretts drink!created in 2001.[1] With 14% of the US market in 2008, Rockstar is a leading energy drink brand.[2] Rockstar is based in Las Vegas. Rockstar Energy Drink is available in fourteen different flavors, and in over twenty countries.

History

File:Rockstar.jpg
Original 16 fl oz. (473 ml) can of Rockstar
Nissan 240SX competition car from the 2011 Montreal International Auto Show listing Rockstar's logo.

Founded in 1998 by Russell Weiner,[1] Rockstar launched into the fastest-growing segment of the USA 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 2007, 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 switched distributors from Coca-Cola to PepsiCo in summer of 2009.[8]

Events

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. Starting in 2010, Rockstar will also sponsor the Uproar Festival, which runs August through October in the US and Canada.[9]

Products

Drink flavor Can size (oz)
Original 8.4, 16, 24, 32
Sugar Free 8.4, 16, 24
Zero Carb 16, 24
Punched 16, 24
Punched Citrus 16
Energy Cola 16
Juiced Mango 16
Juiced Guava 16
Juiced Pomegranate 16
Recovery Lemonade 8.4,16, 24
Recovery Orange 8.4,16
Recovery Grape 8.4,16
Pink 8.4,12
2x Energy 8.4,12
Drink Flavor (coffee) Can Size (oz)
Roasted Mocha 15
Roasted Light Vanilla 15
Roasted Latte 15
Roasted Espresso 8.4
Drink Flavor (Shot) Bottle Size Size (oz)
Wildberry 2.5
Tropical Punch 2.5
There is 32 mg of caffeine in a 2.5 oz can,[10] 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 flavors were introduced to the USA, Rockstar Energy cola (an improved version to the last energy cola in the USA and the UK), Rockstar Recovery lemonade flavor and Rockstar Roasted Espresso.

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."[11] It also includes 1000 mg of taurine.[12]

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. Because of the diuretic effect of caffeine, Rockstar can exacerbate dehydration. There are no known side-effects if used in moderation.[13][14] 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.[15]

Rockstar Original was named Worst Energy Drink by Men's Health magazine for having 280 calories due to 65.3 grams of sugar. Monster Energy Lo-Carb, with 20 calories, was suggested as a replacement.[16]

Rockstar has introduced a line of non-caloric energy drinks that include electrolytes, Rockstar Recovery, partially in response to these concerns.

Rockstar fluoresces when exposed to ultra-violet light.[11]

Team Rockstar sponsored drivers

Division Car Color Driver Team Car
Formula Drift 2009 Black/Gold Tanner Foust [Team Scion Racing ] [Rockstar Energy Drink] Scion TC
D1GP 2009 Pearl White/Gold Nobuteru Taniguchi [Team Nismo] / [Rockstar Energy Drink] Nissan Silvia
Canadian Drift 2009 Blue/Silver Kevin huynh [Team Mopar] / [Rockstar Energydrink] / [] Dodge Challenger
D1GP 2009 Pink/Gold Ken Nomura [Team Nissan] / [Rockstar Energy Drink] Nissan Skyline ER34
D1GP 2009 Red/Gold Katsuhiro Ueo [Team Vertex] / [Rockstar Energy Drink] Toyota Soarer
Canadian Drift 2009 Black/Red Vanessa Ozawa [Team Mopar] / [Rockstar Energy Drink] Dodge Charger
Lucas Oil Drag Boat Racing Series Black/Yellow Scott Lumbert [Spirit of Texas Top Fuel Hydro] / [Rockstar Energy Drink] Watercraft by Wolf

Boycott

Rockstar was the subject of a boycott by parts of the lesbian, gay, bisexual & transgendered (LGBT) community because of the company's founder and his ties to the right-wing radio host Michael Savage (Savage has no formal involvement with the company, but his son Russell Goldencloud Weiner is the sole founder and CEO, while Savage's wife Janet Weiner is the corporation's CFO,[17] secretary and treasurer[18][19]). The boycott was motivated by allegations that Savage had made comments perceived to be homophobic, racist, and discriminatory.[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.[18]

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 allegedly 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 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 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 [sic] 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]

Rockstar's legal team took legal action, claiming that the thetruthaboutrockstarenergydrink.com domain name was registered and used in bad faith. The owner did not mount a legal defense, and the domain was seized and transferred to Rockstar on 29 September 2009 under order of an arbitrator of the National Arbitration Forum, James A. Carmody, Esq.,[29] and the website became unavailable.

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. 19 February 2009. Retrieved 7 May 2009.
  9. ^ Disturbed, A7X Cause An "Uproar"
  10. ^ rockstar69.com, Rockstar Energy Shot Ingredients
  11. ^ a b legalzoom.com, The Story behind Rock Star Energy Drink
  12. ^ rockstar69.com Original Rockstar Ingredients
  13. ^ Energy Drinks More Dangerous than Efficient
  14. ^ http://www.brown.edu/Student_Services/Health_Services/Health_Education/atod/energydrinks.htm
  15. ^ Study finds dangers in energy drinks with booze, Golden gate X-press, 6 December 2007
  16. ^ http://eatthis.menshealth.com/slide/worst-energy-drink. Accessed: 2009-09-28. (Archived by WebCite at http://www.webcitation.org/5k8oKTuBV)
  17. ^ Edge, 11 June 2009, Should You Boycott Rockstar?
  18. ^ a b gaywired.com, 4 June 2009, Rockstar Demands Retraction from Gaywired
  19. ^ Nevada Secretary of State, Rockstar, Inc, accessed 26 June 2009
  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. 27 April 2009. Retrieved 9 May 2009.
  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
  29. ^ http://domains.adrforum.com/domains/decisions/1279865.htm

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