View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. News
April 6, 2021

PepsiCo unveils Rockstar Energy + Hemp in Germany

PepsiCo has launched a Rockstar Energy beverage with hemp seed extract.

PepsiCo has launched a Rockstar Energy beverage with hemp seed extract.

Rockstar Energy + Hemp contains caffeine, guarana and taurine as well as an “intense” hemp taste, PepsiCo said. The new product was released on 3 April and is only be available in Germany.

According to PepsiCo, Rockstar Energy + Hemp continues the brand’s innovation in the German flavoured energy segment following the launch in the country last year of the BCAA-based XD-Power. BCAA is an amino acid used in muscle-building powders.

Rockstar Energy + Hemp comes in three flavours – Original, Tropical Burst and Prickly Cactus – and retails for EUR1.69 (US$2) per 50cl can.

PepsiCo bought Rockstar last year for US$3.85bn as the soft drinks and snacks giant upped its focus on the energy category. Activations for the brand since have included a number within video games. In February, PepsiCo signed a sponsorship deal between Rockstar and 100 Thieves, a games collective that competes in e-sports tournaments and runs a lifestyle marketing brand.

Why gaming is the next frontier for drinks marketing – Click here for an article from 2019

Related Companies

NEWSLETTER Sign up Tick the boxes of the newsletters you would like to receive. The top stories of the day delivered to you every weekday. A weekly roundup of the latest news and analysis, sent every Monday. The industry's most comprehensive news and information delivered every quarter.
I consent to GlobalData UK Limited collecting my details provided via this form in accordance with the Privacy Policy


Thank you for subscribing to Just Drinks