 | |
 Rockstar Energy can as of 2023 | |
| Product type | Energy drink |
|---|---|
| Owner | Celsius Holdings (US, Canada)PepsiCo (international) |
| Country | United States |
| Introduced | 2001; 24 years ago (2001) |
| Website | rockstarenergy.com |
Rockstar Energy (stylized asROCKST★R orЯR) is a brand ofenergy drinks created in 2001.[1] It had a 10%market share of the global energy drink market in 2020, the third-highest afterRed Bull andMonster Energy.[2] In 2020, the Rockstar brand and company were purchased byPepsiCo; in 2025,Celsius Holdings acquired the brand in the US and Canada. Rockstar is based inLos Angeles, California.
Rockstar was founded in 2001 byRussell Weiner.[1] Rockstar sought to differentiate itself from the market leader,Red Bull, by using a 16 US fluid ounces (470 ml) can size as opposed to Red Bull's 8 US fluid ounces (240 ml) can, and drawing attention to this fact with the slogan "twice the size of Red Bull for the same price".[3]
In 2007 production and distribution for theUnited Kingdom andRepublic of Ireland was franchised toIrn Bru ownersA.G. Barr.[4] This contract was terminated in 2020, following the acquisition by PepsiCo.[5]
By 2007, Rockstar was one of the top three energy drink brands inNorth America, with a 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,[9] and as of 2009 was available in over 20 countries. Rockstar switched distributors fromthe Coca-Cola Company toPepsiCo in the summer of 2009.[10]
In 2009 a guest blogger on the LGBTQ siteThe Bilerico Project called for a boycott against Rockstar because the company's founder and then-CEO, Russell Weiner, is the son of right-wing radio personalityMichael Savage and because its then-CFO, Janet Weiner, was Savage's wife and CFO of his production company. Savage has made extremely vicious comments against gay and trans people.[11][12][13] In response to the call for a boycott, Rockstar Energy initially threatened a lawsuit, but later dropped the lawsuit, donated to LGBT organizations, and improved its workplace LGBT inclusion policies. Janet Weiner stepped down from her role as CFO of Savage Productions.[13]
In 2020 PepsiCo acquired Rockstar Energy for $3.85 billion.[14][15]
In 2021, PepsiCo altered the flavor of the "Original" version and can styling underwent a re-design as part of a new marketing campaign that targeted a broader range of consumers.[16][17] Rockstar redesigned its packaging in 2024 away from typical industry conventions and shifted to smaller logos, fewer illustrations, and more solid colors.[18]
In 2025, Celsius Holdings purchased the US and Canada rights for Rockstar Energy from PepsiCo, with the latter still owning the brand internationally.[19] PepsiCo will continue to distribute Celsius products, including Rockstar Energy.
Rockstar is based inLos Angeles, California.[20]
Original Rockstar Energy Drink includessugar, caffeine, and a variety of herbs, likepanax ginseng,ginkgo biloba,milk thistle extract, andguarana-seed extract. 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".[21] It also includes 1000 mg oftaurine.[22]
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.[23]
Like its competitorsRed Bull andMonster Energy, Rockstar has sponsored a range of action sports and music events.
The sponsorships included theMayhem Festival, ametal and rock festival touring the United States in July and August, theUproar Festival, arock festival touring the United States in September and October, and theLucas Oil Off Road Racing Series.[24] Both the Mayhem and Uproar events were discontinued in 2015. The Lucas racing events were discontinued in 2020.
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