Coca-Cola expands its energy drink portfolio

02/05/05 Rockstar Incorporated, maker of Rockstar Energy Drink, has announced that it has completed a distribution agreement with Coca-Cola North America (CCNA) and Coca-Cola Enterprises (CCE). CCE will distribute Rockstar in all of its territories covered in the distribution agreement in the U.S. and Canada except the Northwest and Northern California divisions of CCE. Distribution of Rockstar by CCE is expected to begin by May 31st.

Since its introduction in 2001, when Rockstar created the first 16-ounce energy drink, the brand has experienced triple-digit growth year after year and firmly established itself as a major player in the beverage industry.

Rockstar was created in January 2001 by entrepreneur Russ Weiner with the objective of offering energy drink consumers a superior product coupled with amazing value. The introduction of Rockstar created the 16-ounce energy drink category, and Rockstar has continued the innovation with the first 16-ounce diet energy drink, the first 16-ounce energy drink multi-packs, and the first energy drink brand to offer multiple package sizes of a brand favorite.