Mountain Dew Gets an Assist From LeBron James on New Energy Drink

Beverages just received another dose of stimulation

Mountain Dew Rise Energy is meant for the mornings.
Mountain Dew Rise Energy is meant for the mornings. Mountain Dew

PepsiCo’s purchase of Rockstar Energy Beverages for $3.85 billion a year ago signaled the company’s plan to enter the energy space. Now those intentions are being put into action.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@hiebertpaul paul.hiebert@adweek.com Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.
{"channel":"elasticpress","title":"Recommended","post_types":["post","page"],"lineup_id":"54851","since_qty":30,"since_time":"d","until_qty":0,"until_time":"m","q":"","num_posts":0,"vertical":"commerce"}