Rockstar Energy's sales are growing again, following years of flat or even declining demand, after new owner PepsiCo revamped the brand several months ago. Still, PepsiCo CEO Ramon Laguarta on.. Under the guidance of PepsiCo, Rockstar Energy Drink is rebranding with gamers in mind. Rockstar was founded in 2001 as an energy drink that was, according to the brand, "scientifically formulated to speed the recovery time of those who lead active and exhausting lifestyles — from athletes to rock stars."By 2009, the brand commanded 14% of the U.S. energy drink market, according to.
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Packaging for the Rockstar range, which PepsiCo acquired in April last year, will switch to metallic gold and black colours in the refresh. PepsiCo will also launch a new marketing activation and expand Rockstar's global footprint with a plan to more than double its markets over the next three years. "Energy is a growth category we see.. Among energy drinks consumers in the U.S., Rockstar enjoys an impressive brand awareness of 80 percent. Popularity and consumption share naturally are a bit lower, with 21 percent and 19 percent.
