Rockstar (drink)

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

Rockstar is an energy drink created by Russell Weiner. It is sold in the U.S. and Canada and currently comes in seven varieties: Rockstar Energy Drink (black can), Sugar Free Rockstar Energy Drink (white can), Rockstar Energy Cola (red can), Rockstar Juiced (orange can), Rockstar Zero Carb (blue can), Rockstar 21 (Alcoholic, Black and green can), and Rockstar Juiced Guava (purple can). Rockstar is available in 8.4 fl. oz. (250 ml), 16 fl. oz. (473 ml), and 24 fl. oz. (710 ml) sized cans, depending on the flavor (see below).

Sugar Free Rockstar Energy Drink is aspartame and maltodextrin-free, using instead a blend of Splenda-brand sucralose and acesulfame potassium ("Ace K").

Rockstar was originally known for having high levels of Guarana, but has reduced its level of Guarana Seed Extract from 400 mg per 16 oz can to 50 mg while increasing caffeine levels from 150 mg to 160 mg in most markets in 2007.

The drink itself fluoresces when exposed to UV light.

Due to an industry-wide benzene scare, vitamin C was removed from all of Rockstar's products in 2006.

Weiner's family is on the company's board [1]. Russell Weiner is the son of the controverial conservative talk radio host Michael Savage (commentator). [2]

[edit] Sizes

Rockstar varieties come in differently-sized cans as follows:

Original: 24 fl. oz. (250, 473, and 710 ml)
SugarFree: 8.4, 16, and 24 fl. oz. (250, 473, and 710 ml) (Production began the first week of 2007 that included a slightly dferent formula: now it has no carbohydrates, and "Diet" is being replaced with "SugarFree" in the name. The taste, however, appears to be similar.)
Cola: 16 fl. oz. (710 ml) (Discontinued on the U.S. East Coast due to a distribution deal entered with Coca-Cola.)
Juiced: 16 and 24 fl. oz. (473 and 710 ml)
Zero Carb: 16 and 24 fl. oz. (473 and 710 ml)
Juiced Guava: 16 and 24 fl. oz. (473 and 710 ml)
Rockstar 21: 16 fl. oz. (473 ml) (alcoholic)

[edit] Affiliations

On 31 May 2005, under a distribution agreement, Coca-Cola Enterprises (CCE) began distributing Rockstar Energy Drink products within the U.S. and Canada, except the Northwest and Northern California divisions of CCE. In select areas such as shopping malls, vending machines owned by Coca-Cola Enterprises dispense both Rockstar and the company's own energy drink, Full Throttle.

Rockstar product placement has been demonstrated recently in Girls Gone Wild television advertisements. With the release of Girls Gone Wild: Ultimate Rush sometime in late 2005/early 2006, Rockstar's place in the series went from benign product placements to playing a central role in the "plot" of the DVD. In the DVD, the male characters consume large quantities of Rockstar for its alleged aphrodisiacal qualities, and to give themselves perpetual energy boosts as they attempt to discover the "ultimate rush".

RockStar69 and Penthouse, successfully collaborated in a partnership hosting the largest celebrity party for the 2006 Super Bowl. The Penthouse/Rockstar Energy Drink party, planned for 2,500 people, took place at an exclusive Detroit nightclub prior to the Super Bowl. Ticket prices ranged from $150 for the "Pure Rush party", to as high as $1,250 for the Penthouse and Rockstar Energy Drinks risqué "Party Like a Rockstar" with the 2006 Penthouse Pet of the Year Jamie Lynn. Live entertainment at the sponsored event included performances by Snoop Dogg, Tommy Lee, and the Chicago-based all-girl band CatFight. [3] [4] [5]