Coke to Distribute Rockstar Energy Drink

NEW YORK The Coca-Cola Co. said it and bottler Coca-Cola Enterprises have entered into a distribution agreement in North America with Rockstar Inc. to distribute Rockstar Energy Drink. The agreement covers the U.S. and Canada but excludes the Northwest U.S. and Northern California.

Coke already makes its own branded energy drink called Full Throttle, advertising for which is handled by independent Mother in New York.

In a statement, Coke North America president and COO Don Knauss said, “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.”

Russ Weiner launched the Rockstar brand in 2001 in 16-ounce containers. It is also available in 16-ounce multipacks as well as diet version.

Under the agreement with Coke, Weiner will continue to retain 100 percent brand ownership. In a statement, he complimented Coke “for having the vision and foresight to engage in this phenomenal deal with Rockstar. 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.”

Rockstar has seen triple-digit growth since its introduction, according to Atlanta-based Coca-Cola.

A Coke representative said Rockstar would continue to handle its own advertising and marketing.