Rockstar (drink)
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Rockstar is an energy drink sold in the U.S. & Canada that currently comes in six varieties: Rockstar Energy Drink (black can), Diet Rockstar Energy Drink (white can), Rockstar Energy Cola (red can), Rockstar Juiced (orange can), Rockstar Zero Carb (blue can) and Rockstar Juice Guava (purple can). Rockstar is available in 8.4 fl oz (250 ml), 16 fl oz (473 ml), and 24 fl oz (710 ml) sized cans, depending on the flavor (see below).
Sugar-free Diet Rockstar Energy Drink is aspartame-free, using instead a blend of Splenda-brand sucralose and acesulfame potassium (Ace-K).
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[edit] Key Ingredients
In an original or diet Rockstar Energy Beverage, per 16 fl oz (473 ml) can:
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New ingredients in Rockstar ZERO CARB Energy Beverage, per 16 fl oz (473 ml) can:
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[edit] Sizes
Rockstar varieties come in different sized cans as follows:
- Original: 8.4, 16, and 24 fl oz
- Diet: 8.4, 16, and 24 fl oz
- Cola: 16 fl oz ***Discontinued (on the East Coast) due to a distribution deal entered with Coca-Cola.***
- Juiced: 16 and 24 fl oz
- Extra Medium: 16 and 24 fl oz
- Rockstar 21 (Alcoholic): 16 fl oz
- Rockstar ZERO CARB (blueberry/raspberry taste) 16 fl oz and 24 fl oz
[edit] Affiliation
Rockstar product placement has been demonstrated recently in Girls Gone Wild television advertisements. With the release of Girls Gone Wild: Ultimate Rush sometime in late 2005/early 2006, Rockstar's place in the series went from benign product placements to playing a central role in the "plot" of the DVD. In the DVD, the male characters consume large quantities of Rockstar for its alleged aphrodisiac qualities, and to give themselves perpetual energy boosts as they attempt to discover the "ultimate rush."
RockStar69 and Penthouse (magazine), successfully collaborated in a partnership hosting the largest celebrity party for the 2006 Super Bowl. The Penthouse/Rockstar Energy Drink party - planned for 2,500 people took place at an exclusive Detroit niteclub prior to Super Bowl XL with ticket prices ranging from $150 for the "Pure Rush party", to as high as $1,250 for the Penthouse and Rockstar Energy Drink's risqué "Party Like a Rockstar" with the 2006 Penthouse pet of the year Jamie Lynn. Live entertainment at the sponsored event included performances by Snoop Dog, Tommy Lee and the Chicago based all-girl band CatFight. [1] [2] [3]
Rockstar is currently (2006) the primary sponsor of the winter Metalcore tour, Taste of Chaos.
On 31 May 2005, under a distribution agreement, Coca-Cola Enterprises began distributing Rockstar Energy Drink products within the U.S. and Canada except the Northwest and Northern California divisions of CCE. In select areas such as shopping malls, vending machines owned by Coca-Cola Enterprises dispense both Rockstar and the company's own energy drink, Full Throttle.
On 1 January 2006, Rockstar announced a multi-year contract to be the "Official Drink of the Gumball 3000".
Rockstar sponsored a Panther Racing car driven by Tomáš Enge in the Indy Racing League in 2005.
Rockstar is also the official drink of the nationally syndicated radio show, The Playhouse
[edit] Founder
Russell Weiner (born 1970) 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, Ph.D. (better known as radio talk show host Michael Savage); both of Russ Goldencloud Weiner's parents are herbalists. Before launching Rockstar he made a failed bid for congress as a conservative Republican in Marin County, California.
