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Founded in 2001 by Russ Weiner,[1] the son of conservative talkshow host Michael Savage,[3] Rockstar launched into what was the fastest-growing segment of the U.S. beverage market at the time, energy drinks.[4] In addition to featuring different ingredients, which it claimed were "scientifically formulated to speed the recovery time of those who lead active and exhausting lifestyles—from athletes to rock stars,"[5] Rockstar sought to differentiate itself from the market leader, Red Bull, by using a 16 oz can size as opposed to Red Bull's 8 oz can, and by marketing itself as "twice the size of Red Bull for the same price"[4]
By 2007, Rockstar was one of the top three energy drink brands in North America, with a 155% growth in sales in 2004,[6] reaching $48 million" Atlanta Journal-Constitution[7] and had sold over a billion cans.[8] It had 14% of the US energy drink market in 2008,[2] and as of 2009 was available in over 20 countries, in addition to the United States. Rockstar switched distributors from The Coca-Cola Company to PepsiCo in the summer of 2009.[9]
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