Rockstar will be distributed by The Pepsi Bottling Group, PepsiAmericas, Pepsi Bottling Ventures and other independent Pepsi-Cola bottlers in most of the US and all of Canada, taking over from Coca-Cola North America and Coca-Cola Enterprises.
While precise terms of the contract were not disclosed, PepsiCo has purchased rights to function as master distributor, offering Rockstar products exclusively through its bottling system in all trade channels. Rockstar will retain R&D, marketing and manufacturing accountabilities.
The deal helps expand the PepsiCo portfolio of energy beverages, as Rockstar also covers products marketed under the AMP, No Fear and Starbucks trademarks.
“Rockstar is a major milestone in our bid to become the undisputed category leader in energy drinks,” said Hugh Johnston, president of Pepsi-Cola North America Beverages.
“Building on the success of AMP and other energy drinks in the Pepsi line-up, it gives our system an immediate boost in value, variety and scale. To borrow a phrase from the Rockstar playbook, we’re making our portfolio ‘bigger, better, faster, stronger’, moving assertively to the front of the energy drink pack with our bottling partners.”
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