Partying like a Rockstar: Rockstar has a reason to party, with, a brand on fire and a new agreement with Coca-Cola.(CORPORATE FOCUS)(Cover Story)

Beverage Industry, June, 2005 by Fuhrman, Elizabeth

When you're not the inventor of a category, the way to stand out from the competition is to be an innovator in the category. That's where Las Vegas-based Rockstar Inc.'s President and Chief Executive Officer Russ Weiner's expertise as an energy drink consumer came into play.

"I used to drink Red Bull," he says. "I'd go out all the time in San Francisco and drink Red Bull and vodka like everyone else. I remember going out one night and buying two Red Bulls. It was like $5, but one Red Bull wasn't enough. I said, 'You know what. I should make an energy drink.'

"Instead of everyone else in the world that copied Red Bull with a small 8-ounce can, I said, 'I'm not going to do that,'" he continues. "I'm going to create a 16-ounce, double-sized energy drink...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.