Rockstar
Founded in 1999 by Russell Weiner, Rockstar (branded ROCKST★R) launched into the fastest-growing segment of the USA beverage market, energy drinks. Rockstar is based in Las Vegas. 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," 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."
By 2007, Rockstar was one of the top three energy drink brands in North America (having enjoyed 155% growth in sales in 2004, reaching $48 million) 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.
By 2007, Rockstar was one of the top three energy drink brands in North America (having enjoyed 155% growth in sales in 2004, reaching $48 million) 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.
Regular (double strength)
Sugar Free (double strength)
Sugar Free (double strength)
Sugar Free (double strength)
Acai Berry
Citrus Punch
Citrus Punch
Grape
Lemonade
8.4 oz can
8.4 oz can
Lemonade
16 oz can
16 oz can
Orange
Tea / Lemonade
Tropical Punch
(silver top)
(silver top)
Tropical Punch
(gold top)
(gold top)
Fruit Punch
Tropical Guava
Punched
Punched
Pure Zero
Punched
Punched
Pure Zero
Silver Ice
Silver Ice
Pure Zero
Mango orange passion fruit
Mango orange passion fruit
Island Fruit
Organic energy drink
Organic energy drink
Energy Cola
2x Energy
12 oz. can
12 oz. can
Bubbleberry (black letters)
Bubbleberry (white letters)
Green Apple
Tropical Guava
Tropical Guava
Caffe Latte