CPG & Grocery

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

By Paul Hiebert

March 17, 2021

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.

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Paul Hiebert
@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.
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