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Rockstar (drink)

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Rockstar
TypeEnergy drink
ManufacturerRockstar, Inc.
Country of origin United States
Introduced2001; 23 years ago (2001)
Flavor30
VariantsCarbonated, non-carbonated, and RTD coffee
WebsiteRockstarEnergy.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 Flavor Color Can/Star[25] Can Size (oz) In Production[26]
Original Black/Gold/Red 8.4, 16, 24, 32 Active
Sugar Free White/Gold 8.4, 16, 24 Active
Zero Carb Blue/Silver 16, 24 Active
Energy Cola Matte Black/Yellow 16
Energy Cola - Double Strength Red/Gold 16
Diet Energy Cola - Double Strength Silver/Gold 16
PerfectBerry Pink/Black 8.4, 12
Cucumber Lime White/Green 16 Active
Pina Colada Light Blue/Black 16 Active
Lime Freeze Light Green/Black 16 Active
Coconut Water Light Blue/Black 16
Horchata White and Green/Red and Black 16
2X Energy Extra Caffeine Black & Grey/Yellow 16
Relax - Caffeine Free Tropical Guava Black & Light Green/Yellow 16
Ginger Brew (ampm stores only) Gold/Gold 16 Active
Energisant - Bleu Glacier (Canadian Couche-Tard stores only) Blue, White, & Red/Black & Blue 16
Iced - Peach & Tea Gold/Black 16
Blackout - Guarana Berry Black/White 16 Active
Drink Flavor (Pure Zero) Color Can/Star Can Size (oz) In Production
Pure Zero Silver Ice Silver/Black 16 Active
Pure Zero Punched Red & Silver/Black 16 Active
Pure Zero Punched Guava White/Purple 16
Pure Zero Watermelon Pink/Silver 16 Active
Pure Zero Mango, Orange, Passion Fruit Black/Yellow 16 Active
Pure Zero Fruit Punch Black/Blue 16
Pure Zero Blue Ice Black/Light Blue 16
Pure Zero Lemonade Yellow/Silver 16 Active
Pure Zero #TMGS (Tangerine, Mango, Guava, Strawberry) Orange/Pink 16 Active
Drink Flavor (Punched) Color Can/Star Can Size (oz) In Production
Punched Charcoal/Red 16, 24 Active
Punched Guava Purple/Yellow 16
Punched Apple Light Green/Black 16
Punched Citrus Light Green/Gold 16
Punched Blue Raspberry Black/Light Blue 16
Punched Tropical Fruit Black/Orange 16, 24
Punched Orange, Mango, Passion Fruit Orange/Gold 16, 24
Drink Flavor (Recovery) Color Can/Star Can Size (oz) In Production
Recovery Lemonade Yellow/Yellow 8.4, 16, 24 Active
Recovery Orange Orange/Orange 8.4, 16, 24 Active
Recovery Grape Purple/Black 8.4, 16, 24
Recovery Tea Lemonade Starburst/Black 16
Recovery Fruit Punch Red/Black 16 Active
Drink Flavor (Revolt) Color Can/Star Can Size (oz) In Production
Revolt - Killer Citrus Camouflage/Green 16 Active
Revolt - Killer Grape Camouflage/Purple 16 Active
Revolt - Killer Black Cherry Camouflage/Grey 16 Active
Revolt - Cherry (Germany only)[27] Camouflage/Red 16 Active (Germany only)[27]
Drink Flavor (Organic) Color Can/Star Can Size (oz) In Production
Organic Island Fruit Tan & Green/Green 16 Active
Organic Strawberry Tan & Red/Red 16 Active
Drink Flavor (Boom!) Color Can/Star Can Size (oz) In Production
Whipped Strawberry Light Pink/Magenta 16 Active
Whipped Orange Yellow/Orange 16 Active
Drink Flavor (Sparkling) Color Can/Circle Can Size (oz) In Production
Peach Orange/Yellow 16
Cherry Citrus Blue/Red 16
Drink Flavor (XDurance) Color Can/Circle Can Size (oz) In Production
XDurance (Blueberry, Pomegranate, Acai) Blue/Black 16
XDurance 10 Calories (Blueberry, Pomegranate, Acai) White/Black 16
XDurance Tropical Orange Orange/Black 16
XDurance Orange Orange/Black 16
XDurance Lemonade Yellow/Black 16
XDurance Electric Fruit Black & Purple/Black & Green 16
Drink Flavor (Super Sours) Color Can/Star Can Size (oz) In Production
Super Sours Bubbleberry Blue/Black 16
Super Sours Green Apple Green/Black 16 Active
Super Sours Lime Yellow/Black & Green 16
Super Sours Lemon & Lime Gold/Black & Green 16
Super Sours Strawberry Red/Black & Blue 16
Drink Flavor (Juiced) Color Can/Star Can Size (oz) In Production
Juiced Mango, Orange, Passion Fruit Orange/Gold 16
Juiced Guava Purple/Gold 16
Juiced Pomegranate Red/Gold 16
Juiced Tropical Passion Fruit Grey/Orange 16 Active
Drink Flavor (Roasted) Color Can/Star Can Size (oz) In Production
Roasted Mocha Dark Brown/Gold 16
Roasted Light Vanilla Cream/Gold 16
Roasted Latte Light Brown/Gold 16
Roasted Caramel Brown/Gold 16
Roasted Light Vanilla & Almond Milk Silver/Blue 16
Roasted Caffe Latte & Almond Milk Silver/Black 16
Roasted White Chocolate & Almond Milk Silver/Red 16
Roasted Mocha Coffee & Milk White/Brown 16 Active
Roasted Light Vanilla Coffee & Milk White/Yellow 16 Active
Roasted Caramel Macchiato Coffee & Milk White/Yellow 16
Drink Flavor (Freeze) Color Can/Star Bottle Size (oz) In Production
Frozen Pineapple & Coconut Light Blue/Black 16
Frozen Lime Light Green/Black 16 Active
Frozen Watermelon Red/Black 16
Drink Flavor (Energy Water) Color Can/Star Bottle Size (oz) In Production
Rockstar Energy Water - Citrus 20
Rockstar Energy Water - Orange Tangerine 20
Rockstar Energy Water - Blueberry Pom Acai 20
Drink Flavor (+Vodka - available in Canada only) Color Can/Star Can Size (oz) In Production
Rockstar + Vodka (Canada only) 6.9 abv 16
Rockstar + Vodka Pomegranate (Canada only) 6.9 abv 16

See also

References

  1. ^ a b Business WeekRockstar, Inc.
  2. ^ a b Reuters, 20 February 2009, PepsiCo sees $650 million in snacks for women
  3. ^ "NEO-CONSERVATIVE HOST ONCE EMBRACED THE COUNTERCULTURE". San Jose Mercury News. 25 July 2003. Archived from the original on 3 December 2003. Retrieved 21 October 2012. {{cite web}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help)
  4. ^ a b 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 (19 February 2009). "PepsiCo signs deal to distribute Rockstar via Pepsi bottlers". Bevnet.com. Retrieved 7 May 2009.
  10. ^ Edge, 11 June 2009, Should You Boycott Rockstar?
  11. ^ a b 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. 17 July 2009. Retrieved 21 October 2012.
  17. ^ "Decision". Domains.adrforum.com. Retrieved 21 October 2012.
  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. ^ [1] 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". {{cite web}}: |archive-date= requires |archive-url= (help)
  27. ^ a b "Lokale News - Rockstar Energy Revolt - Neu! Ab November 2016". Rockstar Energy Drink.

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