Who Owns Rockstar Energy?

Rockstar Energy is an American energy drink brand based in Purchase, New York. The company was established in 2001 by Russ Weiner. Its first product launched at a time when energy drink was the fastest-growing US beverage segment.

In Jun 2023, Rockstar unveiled an immersive in-app concert series on Spotify for its new “Press Play” brand platform. [1]

Rockstar Energy operates in a competitive beverage segment. The brand refines its strategies to align with evolving consumer needs. In Feb 2024, Rockstar rebranded with refreshed packaging and an integrated marketing campaign.

The initiative includes newly designed 500 ml cans to elevate visibility and enhance graphics on Rockstar’s zero-sugar varieties. This move can help the brand align with consumer preferences for no-sugar alternatives. [2]

Rockstar Energy offers over 40 products in over 30 countries. They are formulated to help consumers optimize themselves and stay energized mentally and physically. In Jan 2024, the brand rolled out Rockstar Focus with lemon-lime, peach, and orange-pineapple flavors.

This new functional drink’s per serving contains lion’s mane mushroom extract and 200 mg of caffeine, with no sugar or calories. The formulation boosts energy and mental clarity. [3]

Rockstar Energy stays ahead of the competition by leveraging tried-and-tested marketing strategies. This approach requires a detailed understanding of the target audience.

In Apr 2024, Rockstar partnered with Lay’s, Sabritas, and Gamesa to sponsor the Leagues Cup. The multi-year sponsorship solidifies Rockstar’s commitment to the sport. It also helps the brand promote its products to MLS and LIGA MX fans. But who owns Rockstar? [4]

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Who is Rockstar’s Parent Company?

Rockstar Energy is a PepsiCo, Inc. brand. The parent company, founded in 1965 is an American multinational food, beverage, and snack corporation based in Harrison, New York. In Mar 2020, PepsiCo, Inc. acquired Rockstar Energy Drink for $3.85 billion.

PepsiCo seeks to expand Rockstar’s reach in the US and globally. The parent company is launching Rockstar international markets worldwide, from Asia to Europe and Latin America. [5]

PepsiCo acquired Rockstar Energy to leverage it as the core of its energy-drink strategy. In 2024, the parent company started expanding the occasions that Rockstar is consumed with its Recovery line. PepsiCo has incorporated Rockstar into its pep+ agenda.

It launched this initiative to achieve less than 100 calories from added sugar per 12 fluid ounces serving in minimum 67% of its beverage brands by 2025. Rockstar’s Pure Zero line aligns with PepsiCo’s pep+ agenda. [6]

PepsiCo manufactures, distributes, and markets its foods, snacks, and beverages globally. Its portfolio includes iconic brands that generate over $1 billion each annually, like Mountain Dew, Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Quaker, SodaStream, Tropicana, and Mirinda.

According to analysts’ predictions, PepsiCo’s market cap can increase by 20% to $279 billion in 2024 and surpass Coca-Cola’s. PepsiCo can replace Coca-Cola as America’s most valuable beverage company. [7]

PepsiCo’s food, snacks, and drinks are served over one billion times daily across 200 countries. Each product undergoes extensive clinical tests to ensure they are healthy and safe for human consumption.

In Feb 2024, PepsiCo launched the “You Can Own Any Moment” campaign to showcase how Rockstar formulas deliver lasting energy for mind and body. It is backed by a new science-based claim from a clinical study that evaluated the benefits of Rockstar Energy on the physical and mental energy levels of nearly 80 individuals. [8]

Image Credit: Nima Sarram

Ownership History

Russ Weiner established the Rockstar Energy brand in 2001. He is the original Rockstar owner. Weiner’s father and Rockstar financial backer was Michael Savage, a controversial right-wing radio commentator.

In May 2009, mayor Gavin Newsom of San Francisco gave back a $25,000 donation from Rockstar, citing Savage’s past comments targeting the LGBTQ and other marginalized communities.

Rockstar’s meteoritic rise was driven by its energy-boosting formulations and differentiation strategy. The brand countered Red Bull’s 8-ounce concentrated elixirs by offering 16-ounce cans containing double the liquid volume for the same price.

In 2004, Rockstar recorded a 155% increase in revenue. By 2007, Rockstar was America’s third-largest energy drink brand after Red Bull and Monster. [9]

Rockstar rose from newcomer to one of America’s leading energy drink brands in six years. The brand had 14% of the US market share in 2008 and expanded its distribution network to over 20 countries by 2009.

In 2015, the company partnered with Husqvarna to create Rockstar Energy Husqvarna Factory Racing. The team won the 2018 AMA Supercross Championship title, two 250SX East titles, and two Pro Motocross crowns. Rockstar Energy and Husqvarna extended their partnership to the 2022-2023 racing season. [10]

Rockstar signed a distribution deal with PepsiCo in 2009. The move expanded Rockstar’s reach and aligned its business with Pepsi’s positioning as Coca-Cola’s arch-rival. In 2020, PepsiCo acquired Rockstar for $3.85 billion.

The deal transferred Rockstar ownership from Russ Weiner to PepsiCo, Inc. In Dec 2021, PepsiCo’s acquisition of Rockstar Energy won the Just-Drinks’ Most Impactful M&A Transaction of the Year award. [11]

PepsiCo refined Rockstar to fit into its portfolio. The parent company rebranded the energy drink brand in 2021 to meet emerging consumer needs. In Aug 2022, PepsiCo introduced two new Rockstar Recovery variants with collagen and vitamin C.

The products have healthy ingredients to help consumers reset and hydrate for any activity. [12]

Image Credit: Joël de Vriend

Rockstar’s Shareholder Structure

Rockstar Energy is a wholly-owned PepsiCo brand. PepsiCo, Inc. is a public company listed on NASDAQ as PEP. As of Dec 2023, PepsiCo, Inc. had 1,867,429,271 outstanding Stock A shares with one vote. This figure includes 1,372,591,407 free-float shares and 493,000,000 company-owned shares. [13]

PepsiCo’s shareholder structure includes institutions, insiders, and individual investors. As of Nov 2023, institutional investors held a 74% stake in PepsiCo. The top 25 institutional shareholders own 41% of the company. Individual investors from the general public have a 26% share, followed by PepsiCo’s insiders with less than 1%. [14]

PepsiCo’s shareholder structure has 4,097 institutional investors. They own 77.01% of the float. As of Dec 2023, Vanguard Group was PepsiCo’s largest shareholder with 9.35%. This figure represents 131,317,162 shares.

Blackrock is PepsiCo’s second-largest shareholder with 7.96%, followed by State Street Corp at 4.2% and Geode Capital at 2%. Other top players are Morgan Stanley at 1.78%, Bank of America at 1.66%, JPMorgan Chase at 1.52%, Charles Schwab at 1.35%, Northern Trust Corp at 1.16%, and Norges Bank at 1.13%. [15]

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