Tuesday, February 24, 2009

Pepsi can now distribute Rockstars

PepsiCo has signed a deal with Rockstar Inc., so it can distribute Rockstar Energy Drink.

Remember what happened the LAST time a Rock Star got involved with soda? I'm talking about Axl Rose's war-of-words with Dr. Pepper.

Rockstar has about 14% of the Energy Drink Market Share. Monster Energy Drink leads the pack with about 29% and Red Bull has about 25%. (Some former Pepsi and Red Bull employees have gone to work for the little "Purple" beverage company. They have never been heard from since...)

Back in the Fall, Coca Cola appeared to be speaking with Hansen Natural, looking to distribute the monster-sized Monster...but it does not look like that evolved.

But what does this say about Pepsi's EXISTING energy beverage efforts?
Pepsi owns and distributes Amp Energy Drink...but Amp does not appear in the Top 5. Is Pepsi admitting that they are better served buying into a winner rather than cultivating their own?

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