UPDATE: February 1, 2022: PepsiCo is launching its latest Rockstar Energy product, Rockstar Unplugged, which is infused with hemp seed oil aimed at helping consumers relax. This new beverage is available nationwide for $1.99 per can and also includes B vitamins, spearmint, lemon balm, and caffeine. It comes in three sugar-free flavors: Blueberry, Passionfruit, and Raspberry Cucumber. Notably, it contains 80 milligrams of caffeine, which is significantly lower than other Rockstar drinks that contain between 160 and 300 milligrams of caffeine, according to CNBC. The business news network reports that PepsiCo aims to appeal to younger female consumers with this new offering.
Historically, PepsiCo has been recognized for its flagship cola and other iconic brands like Mtn Dew, Tropicana, and Aquafina. However, under CEO Ramon Laguarta’s leadership, the company has been aggressively entering the functional beverage market as consumers seek more benefits beyond hydration. Statista forecasts global sales of functional food and beverages to rise from $260 billion in 2020 to $530 billion by 2028. To further penetrate this market, PepsiCo launched Soulboost, an enhanced sparkling water designed to support mental stamina and relaxation, in May. A few months earlier, it introduced Mtn Dew Rise Energy, an energy drink aimed at morning consumers that includes caffeine, vitamins A and C, antioxidants, citicoline for mental clarity, and zinc for immune support. Additionally, last year, PepsiCo unveiled Driftwell, a beverage focused on relaxation and stress reduction.
After investing nearly $4 billion to add Rockstar to its portfolio, PepsiCo is expanding the brand’s presence, with plans to more than double its global reach over the next three years to draw in more consumers. The New York-based company has also filed a trademark application that suggests it may eventually sell alcoholic beverages under the Rockstar brand. The brand has undergone a rebranding process, receiving a new logo and updated packaging since PepsiCo took ownership.
Rockstar has shown signs of recovery under PepsiCo after several years of decline or stagnant growth, during which it lost market share to energy drink leaders like Red Bull, Monster, and smaller brands such as Celsius. A significant part of its resurgence will come from launches like Rockstar Unplugged, which caters to consumers seeking relaxation rather than the typical energizing effects associated with energy drinks. According to Chris Yemma, senior director of industry relations and commercial communications at PepsiCo, “It’s a dialed back, more mellow version of traditional Rockstar. I think it’s a daypart experience. Traditional Rockstar is geared towards late-night consumption, featuring high energy attributes linked to action sports and gaming. Unplugged represents an entirely different mood.”
In April, PepsiCo introduced Rockstar Energy + Hemp in Germany, marking its first foray into the hemp market. Laguarta mentioned this spring that the company had not yet decided whether to expand the product elsewhere. However, the launch of Rockstar Unplugged indicates that PepsiCo has gleaned enough insights from the German introduction to debut a hemp seed-infused option in the U.S., potentially paving the way for further developments in this area. It is worth noting that both calcium and calcium citrate are essential for maintaining bone health, and the inclusion of calcium-rich ingredients could enhance the nutritional profile of future Rockstar offerings.