Rockstar has landed a distribution deal with PepsiCo. The No. 3 energy drink was formerly a partner with Coca-Cola, however that deal dissolved once the cola giant came to terms with Monster Energy on October.
Rockstar will be distributed by Pepsi Bottling Group, PepsiAmericas and Pepsi Bottling Ventures, as well as independent Pepsi bottlers under the terms of a multiyear deal.
The independent brand will retain its marketing, manufacturing and research & development accountabilities.
“Rockstar is a major milestone in our bid to become the undisputed category leader in energy drinks,” said Hugh Johnston, president of Pepsi-Cola North America Beverages, in a statement. “Building on the success of Amp and other energy drinks in the Pepsi lineup, it gives our system an immediate boost in value, variety and scale.”
Pepsi has already pushed hard behind Amp Energy, the No. 4 player in the category. It has launched new line extensions, new promotions and a new ad “Amp up” campaign anchored around its deal with Nascar’s Dale Earnhardt Jr.
In terms of volume, Monster is currently No.1 and Red Bull No. 2, per Beverage Digest, Bedford Hills, New York. Red Bull, which derives a great deal of sales from its smaller 8.3-oz. can, is No. 1 in terms of dollar sales.