| Type | Energy drink |
|---|---|
| Manufacturer | Rockstar Inc. |
| Distributor | Rockstar Inc. |
| Country of origin | United States |
| Introduced | 2001 |
| Flavor | Various |
| Variants | various & coffee |
| Website | www.rockstar69.com |
Rockstar (branded ROCKST★R) is an energy 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.
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Founded in 1998 by the Russell Weiner,[1] the son of conservative talkshow host Michael Savage[3], Rockstar launched into the fastest-growing segment of the USA beverage market, energy drinks.[4] 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,"[5] 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."[4]
By 2007, Rockstar was one of the top three energy drink brands in North America, (having enjoyed 155% growth in sales in 2004,[6] reaching $48 million[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 Coca-Cola to PepsiCo in summer of 2009.[9]
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.[10]
| 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 |
| Drink Flavor (+vodka) | Can size (oz) |
|---|---|
| Rockstar + Vodka 6.9abv | 16 |
| Rockstar + Vodka Pomegranate 6.9abv | 16 |
There is 32 mg of caffeinein a 2.5 oz can,[11]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 thistleextract, and guaranaseed. 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."[12]It also includes 1000 mg of taurine.[13]
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.[14][15] 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.[16]
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.[17]
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.[12]
| 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 |
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,[18] secretary and treasurer[19][20]). The boycott was motivated by allegations that Savage had made comments perceived to be homophobic, racist, and discriminatory.[21][22][23][24] In May 2009 San Francisco mayor Gavin Newsom returned a $25,000 donation which Rockstar had made to his 2010 re-election campaign.[19]
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."[25] Like the official website rockstar69.com, truthaboutrockstar.com is registered to Russ Weiner.[26] An anti-Rockstar website thetruthaboutrockstarenergydrink.com was created on 3 June 2009, using a very similar design.[27]
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.[28]
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."[29]
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.,[30] and the website became unavailable.
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