US: Pepsi Bottling agrees Rockstar deal for Mexico

By | 25 June 2009

The Pepsi Bottling Group has agreed a multiyear agreement to distribute Rockstar Energy Drink in Mexico.

PBG said the move was part of its strategy to diversify its portfolio by expanding into high-growth segments.

Under the terms of the agreement, PBG will have exclusive rights to distribute Rockstar products throughout all of its Mexico territories.  PBG already distributes the brand in the US and Canada.

PBG will begin distributing Rockstar in Mexico in July.  Financial terms of the agreement were not disclosed.

"The investments we're making to strengthen our brand portfolio are positioning PBG well to capitalise on the growth potential within the liquid refreshment beverage category," said PBG North America president Rob King.  "Rockstar has already proven to be a great addition to our product lineup in the US and Canada.  Expanding our distribution to Mexico will unlock new growth opportunities and further enhance PBG's standing in the energy drink space."

Russ Weiner, founder and CEO/president of Rockstar said:  "We're excited that consumers in Mexico will soon be able to enjoy Rockstar products, as we continue to take steps towards achieving our goal of becoming the number one energy drink in North America.  PBG is a terrific partner in this regard. Combining the Rockstar brand with PBG's powerful go-to-market capabilities and highly talented employees is a formula we believe will be incredibly successful."

Sectors: Soft drinks

Companies: PBG

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