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Rockstar (drink)
Encyclopedia
Rockstar is an energy drink
created in 2001. With 14% of the US market in 2008, Rockstar is a leading energy drink brand. Rockstar is based in Las Vegas
. Rockstar Energy Drink is available in fourteen different flavors, and in over twenty countries.
Founded in 1998 by Russell Weiner
, Rockstar launched into the fastest-growing segment of the USA beverage market, energy drink
s. 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," 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."
By 2007, Rockstar was one of the top three energy drink brands in North America, (having enjoyed 155% growth in sales in 2004, reaching $48 million) and had sold over a billion cans. It had 14% of the US energy drink market in 2008, 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.
, 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.
{| class="wikitable"
|-
There is 32 mg of caffeine
in a 2.5 oz can, 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 thistle
extract, and guarana
seed. 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." It also includes 1000 mg of taurine.
effect of caffeine, Rockstar can exacerbate dehydration
. There are no known side-effects if used in moderation.
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.
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.
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.
|-
! 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
|}
) 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, secretary and treasurer). The boycott was motivated by allegations that Savage had made comments perceived to be homophobic, racist, and discriminatory. In May 2009 San Francisco mayor Gavin Newsom
returned a $25,000 donation which Rockstar had made to his 2010 re-election campaign.
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." Like the official website rockstar69.com, truthaboutrockstar.com is registered to Russ Weiner. An anti-Rockstar website thetruthaboutrockstarenergydrink.com was created on 3 June 2009, using a very similar design.
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.
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 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."
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., and the website became unavailable.
Energy drink
Energy drinks are beverages whose producers advertise that they "boost energy." These advertisements usually do not emphasize energy derived from the sugar and caffeine they contain but rather increased energy release due to a variety of stimulants and vitamins....
created in 2001. With 14% of the US market in 2008, Rockstar is a leading energy drink brand. Rockstar is based in Las Vegas
Las Vegas metropolitan area
The Las Vegas Valley is the heart of the Las Vegas-Paradise, NV MSA also known as the Las Vegas–Paradise–Henderson MSA which includes all of Clark County, Nevada, and is a metropolitan area in the southern part of the U.S. state of Nevada. The Valley is defined by the Las Vegas Valley landform, a ...
. Rockstar Energy Drink is available in fourteen different flavors, and in over twenty countries.
History
Russell Weiner
Russell Goldencloud "Russ" Weiner is the creator of the Rockstar energy drink. Weiner is also the founder and CEO of the company, which is based in Las Vegas, Nevada. Weiner is the son of Michael Weiner, better known as conservative radio talk show host Michael Savage, and Janet...
, Rockstar launched into the fastest-growing segment of the USA beverage market, energy drink
Energy drink
Energy drinks are beverages whose producers advertise that they "boost energy." These advertisements usually do not emphasize energy derived from the sugar and caffeine they contain but rather increased energy release due to a variety of stimulants and vitamins....
s. 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," Rockstar sought to differentiate itself from the market leader Red Bull
Red Bull
Red Bull is an energy drink sold by the Austrian Red Bull GmbH, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. In terms of market share, Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz was inspired by an already...
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."
By 2007, Rockstar was one of the top three energy drink brands in North America, (having enjoyed 155% growth in sales in 2004, reaching $48 million) and had sold over a billion cans. It had 14% of the US energy drink market in 2008, and as of 2009 was available in over 20 countries, in addition to the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
. Rockstar switched distributors from Coca-Cola to PepsiCo
PepsiCo
PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...
in summer of 2009.
Events
Like its competitor Red BullRed Bull
Red Bull is an energy drink sold by the Austrian Red Bull GmbH, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. In terms of market share, Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz was inspired by an already...
, Rockstar sponsors a range of events, including the Mayhem Festival
Mayhem festival
The Mayhem Festival is a touring metal festival that takes place during the summer. The inaugural iteration took place in 2008; the festival has since become an annual event across the United States and Quebec, Canada. The tour has been sponsored by the Rockstar Energy Company since the time of its...
, a metal and rock festival touring the United States in July and August; the Taste Of Chaos
Taste of Chaos
Taste of Chaos is a hardcore tour that was started in the winter of 2005 by Kevin Lyman, the creator of the successful Warped Tour along with friend and business partner, John Reese. The Taste Of Chaos tour caters for fans of the post-hardcore, screamo, and metal genres, while offering the same...
, a hardcore
Hardcore punk
Hardcore punk is an underground music genre that originated in the late 1970s, following the mainstream success of punk rock. Hardcore is generally faster, thicker, and heavier than earlier punk rock. The origin of the term "hardcore punk" is uncertain. The Vancouver-based band D.O.A...
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
Uproar Festival
The Uproar Festival, also called the Rockstar Energy Drink Uproar Festival, is an annual hard rock/heavy metal tour inaugurated in 2010 by John Reese and sponsored by Rockstar Energy Drink. The tour was also created by John Oakes, Darryl Eaton and Ryan Harlacher from the Creative Artists Agency,...
, which runs August through October in the US and Canada.
Products
| 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 |
{| class="wikitable"
|-
There is 32 mg of caffeine
Caffeine
Caffeine is a bitter, white crystalline xanthine alkaloid that acts as a stimulant drug. Caffeine is found in varying quantities in the seeds, leaves, and fruit of some plants, where it acts as a natural pesticide that paralyzes and kills certain insects feeding on the plants...
in a 2.5 oz can, 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
Sugar
Sugar is a class of edible crystalline carbohydrates, mainly sucrose, lactose, and fructose, characterized by a sweet flavor.Sucrose in its refined form primarily comes from sugar cane and sugar beet...
, Rockstar Energy Drink contains a variety of herbs, including panax ginseng, ginkgo biloba, milk thistle
Milk thistle
The milk thistle is a thistle of the genus Silybum Adans., a flowering plant of the daisy family . They are native to the Mediterranean regions of Europe, North Africa and the Middle East...
extract, and guarana
Guarana
Guarana , Paullinia cupana, syn. P. crysan, P. sorbilis) is a climbing plant in the maple family, Sapindaceae, native to the Amazon basin and especially common in Brazil. Guarana features large leaves and clusters of flowers, and is best known for its fruit, which is about the size of a coffee bean...
seed. 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." It also includes 1000 mg of taurine.
Side effects
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 diureticDiuretic
A diuretic provides a means of forced diuresis which elevates the rate of urination. There are several categories of diuretics. All diuretics increase the excretion of water from bodies, although each class does so in a distinct way.- Medical uses :...
effect of caffeine, Rockstar can exacerbate dehydration
Dehydration
In physiology and medicine, dehydration is defined as the excessive loss of body fluid. It is literally the removal of water from an object; however, in physiological terms, it entails a deficiency of fluid within an organism...
. There are no known side-effects if used in moderation.
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.
Rockstar Original was named Worst Energy Drink by Men's Health
Men's Health (magazine)
Men's Health , published by Rodale Inc. in Emmaus, Pennsylvania, United States, is the world’s largest men’s magazine brand, with 44 editions around the world. It is also the best-selling men's magazine on U.S. newsstands. It covers fitness, nutrition, sexuality, lifestyle and other aspects of...
magazine for having 280 calories due to 65.3 grams of sugar. Monster Energy
Monster Energy
-Distribution :Though it is not widely advertised in the media, Monster receives a large amount of recognition from its sponsorship of various sporting events, including motocross and car racing. Hansen Natural Corporation announced a distribution agreement with Anheuser-Busch in the U.S. and Grupo...
Lo-Carb, with 20 calories, was suggested as a replacement.
Rockstar has introduced a line of non-caloric energy drinks that include electrolytes, Rockstar Recovery, partially in response to these concerns.
Rockstar fluoresces
Fluorescence
Fluorescence is the emission of light by a substance that has absorbed light or other electromagnetic radiation of a different wavelength. It is a form of luminescence. In most cases, emitted light has a longer wavelength, and therefore lower energy, than the absorbed radiation...
when exposed to ultra-violet light.
Team Rockstar sponsored drivers
{| class="wikitable"|-
! Division !! Car Color !!Driver !! Team !! Car
|-
! Formula Drift 2009
| Black/Gold || Tanner Foust
Tanner Foust
Tanner Foust is a professional racing driver, stunt driver, and television host. He competes in rally, drift, ice racing, time attack and rallycross with multiple podium placements and national championships. He is a co-host on the American version of the motoring television series, Top...
|| [Team Scion Racing ] [Rockstar Energy Drink] || Scion TC
Scion tC
The Scion tC is an automobile manufactured and sold by Scion, a division of Toyota. Introduced in the United States in June 2004 and Canada in 2010. The name tC does not fit in with its stablemates the xA, xB, and xD, because the name XC designation has already been used by Volvo for its lineup of...
|-
! D1GP 2009
| Pearl White/Gold || Nobuteru Taniguchi
Nobuteru Taniguchi
is a Japanese racing driver and former drifting driver who currently competes in Super GT. Taniguchi is commonly nicknamed "NOB" or "The Pimp" as a reference to his S15 Silvia which he is best known for....
|| [Team Nismo] / [Rockstar Energy Drink] || Nissan Silvia
|-
! Canadian Drift 2009
| Blue/Silver || Kevin huynh || [Team Mopar] / [Rockstar Energydrink] / [] || Dodge Challenger
Dodge Challenger
The Dodge Challenger is the name of three different generations of automobiles marketed by the Dodge division of Chrysler.The first generation Dodge Challenger was a pony car built from 1970 to 1974, using the Chrysler E platform and sharing major components with the Plymouth Barracuda. The second...
|-
! D1GP 2009
| Pink/Gold || Ken Nomura
Ken Nomura
is a drifting driver from Japan. He made his debut in the D1 Grand Prix in the 3rd round in 2001, driving the Blitz D1 Spec ER34 Skyline which he still drives...
|| [Team Nissan] / [Rockstar Energy Drink] || Nissan Skyline ER34
Nissan Skyline
The first Skyline was introduced in April 1957, by the Prince Motor Company, and was marketed as a luxury car. It featured a 1.5 L GA-30 engine producing 44 kW @ 4400 rpm. It used a de Dion tube rear suspension and was capable of 140 km/h . The car weighed around 1300 kg...
|-
! D1GP 2009
| Red/Gold|| Katsuhiro Ueo
Katsuhiro Ueo
is a Japanese professional drifting driver, currently competing in the D1 Grand Prix series for and .He was into cars from a young age, and started out competing in gymkhana events. At one of these events one of his younger colleagues took him to the touge runs and challenged him saying that he...
|| [Team Vertex] / [Rockstar Energy Drink] || Toyota Soarer
Toyota Soarer
The Soarer made its first appearance at the 1980 Osaka International Motor Show with the name "EX-8", and the Z10 series Toyota Soarer was produced from February 1981 to December 1985, with 2.0L, 2.8L or 3.0L DOHC I-6 variants. The first generation Soarer debuted with a rear-wheel drive...
|-
! Canadian Drift 2009
| Black/Red|| Vanessa Ozawa || [Team Mopar] / [Rockstar Energy Drink] || Dodge Charger
Dodge Charger
The Dodge Charger is an American automobile manufactured by the Dodge division of Chrysler. There have been several different Dodge vehicles, built on three different platforms and sizes, all bearing the Charger nameplate...
|-
! Lucas Oil Drag Boat Racing Series
| Black/Yellow|| Scott Lumbert || [Spirit of Texas Top Fuel Hydro] / [Rockstar Energy Drink] || Watercraft by Wolf
|}
Boycott
Rockstar was the subject of a boycott by parts of the lesbian, gay, bisexual & transgendered (LGBTLGBT
LGBT is an initialism that collectively refers to "lesbian, gay, bisexual, and transgender" people. In use since the 1990s, the term "LGBT" is an adaptation of the initialism "LGB", which itself started replacing the phrase "gay community" beginning in the mid-to-late 1980s, which many within the...
) community because of the company's founder and his ties to the right-wing radio host Michael Savage
Michael Savage (commentator)
Michael Savage is a conservative American radio host, author, and political commentator. He is the host of The Savage Nation, a nationally syndicated talk show that airs throughout the United States on Talk Radio Network...
(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, secretary and treasurer). The boycott was motivated by allegations that Savage had made comments perceived to be homophobic, racist, and discriminatory. In May 2009 San Francisco mayor Gavin Newsom
Gavin Newsom
Gavin Christopher Newsom is an American politician who is the 49th and current Lieutenant Governor of California. Previously, he was the 42nd Mayor of San Francisco, and was elected in 2003 to succeed Willie Brown, becoming San Francisco's youngest mayor in 100 years. Newsom was re-elected in 2007...
returned a $25,000 donation which Rockstar had made to his 2010 re-election campaign.
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
Project Open Hand
Project Open Hand is a volunteer agency maintained and operated non-profit organization offering hot meals, grocery service, and nutrition education to those who qualify in both San Francisco and Alameda Counties...
."
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." Like the official website rockstar69.com, truthaboutrockstar.com is registered to Russ Weiner. An anti-Rockstar website thetruthaboutrockstarenergydrink.com was created on 3 June 2009, using a very similar design.
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.
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 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."
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
National Arbitration Forum
The National Arbitration Forum , founded in 1986, provides arbitration and mediation services to businesses, based at its Minneapolis, Minnesota headquarters and offices in New Jersey. The company is one of the United States's largest and most controversial dispute resolution companies...
, James A. Carmody, Esq., and the website became unavailable.