Coca-Cola signs deal to distribute energy drink Rockstar
April 28, 2005
by FoodBusinessNews.net Staff
LAS VEGAS, NEV. — Rockstar Inc. maker of Rockstar Energy Drink, today has completed a distribution agreement with Coca-Cola North America and Coca-Cola Enterprises, the companies said Wednesday. C.C.E. will distribute Rockstar in all of its territories covered in the distribution agreement in the U.S. and Canada except the Northwest and Northern California divisions of C.C.E.
The agreements took effect Wednesday, and distribution of Rockstar by C.C.E. is expected to begin by May 31.
Since its introduction in 2001, when Rockstar created the first 16-oz energy drink, the brand has experienced triple-digit growth year after year and established itself as a major player in the beverage industry.
"Combining the power of the Rockstar brand and what I believe to be the strongest sales and distribution system in North America will take Rockstar to the top." said Russ Weiner, president and chief executive officer of Rockstar.
Under the agreement, Weiner will retain 100% brand ownership.
The agreement with Rockstar in combination with C.C.N.A.'s recently launched Full Throttle energy drink give C.C.N.A. and C.C.E. a significant presence in the energy drink category.
"We believe the proven track record of Rockstar and the success we have achieved with Full Throttle give us a powerful one-two punch in the profitable energy drink category," said Don Knauss, president and chief operating officer, Coca-Cola North America.
Rockstar was created in January 2001 by Mr. Weiner, and the introduction of Rockstar created the 16-oz energy drink category. Rockstar since has launched the first 16-oz diet energy drink, the first 16-oz energy drink multi-packs and the first energy drink brand to offer multiple package sizes of a brand favorite.