Frucor's share of the energy drink category is set to grow after gaining a long-term distribution deal with one of the world's largest energy drink brands, Rockstar.
Frucor this month secured a long-term agreement to manufacture, sell and distribute the product in Australia and New Zealand.
Frucor Australia CEO, Jonathan Moss, said acquiring the Rockstar brand licence was a milestone for Frucor, which owns Australasia's energy drink market leader V.
"With V as the leader in the high-growth energy category, Frucor is determined to expand the category and solidify our position," said Moss.
Sold in more than 21 international markets, Rockstar is now the third largest energy drink brand in the US and is forecasting an aggressive growth rate both domestically and internationally in 2010.
Moss added: "We see V and Rockstar as complementary brands that broaden our consumer appeal and allow us to leverage our success in this category to drive further growth for our business and our category partners."
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