View Full Version : Rockstar/CCE
06-01-2006, 05:29 PM
It's been sometime since CCE took over Rockstar nationally. How have sales been since?
Red Sox fan
06-02-2006, 10:41 PM
The Net has been a huge win.
In some areas, like So. Cal some may make the argument that Rockstar took a SLIGHT step back in distribution. However, this was easily gained plus some in areas like texas, the Midwest, Southeast, and Northeast.
You have to rememeber that before this deal Rockstar was mostly just a regional brand (Northwest and Cali). The deal has made Rockstar truly a national and international (with CCE in Canada too) brand and has opened the doors to national Chains (CVS) and non-traditional channels that were previously unavailable (vending, Blockbuster, Home Depot, Subway, Colleges and Universities etc..). This is exposure and access that some of Rockstar's biggest competitors (RB/Monster) would die for.
Also, don't forget that Rockstar kept it's original distribution in the Northwest, the area of the country where the brand is strongest.
Actually I will Argue w/you that Rockstar didn't just take a slight step back it took a big one. In the past Rockstar and Monster would be neck to neck on A.C Nielsen up to date numbers shows in over all sales as Monster #1 Redbull #2 and rockstar #3 w/Sobe chasing rockstar, Lets face it in so. cal Rockstar used to have 3 to 5 facing per store in each cooler now that coke took over you sell Full Throttel and other coke sku's w/more room and rockstar w/2 facing in the corner. Rockstar still has a strong hold in the North West but rockstar continues to loose ground to Monster who seem to be coming on strong.
06-03-2006, 06:35 PM
Number of facings isn't always an indication of sales.
For example, let's say that previous distributor had 3 facings of Rockstar in a cold vault.
Here comes CCE, who has 2 facings of Rockstar, but in two different spots in the store.
Or CCE has it in ten stores in that area, where the previous guy only had it in one store.
The last guy was a beer/wine distributor, and the grocery stores in that area don't sell beer or wine. So they sold very little to the grocery stores.
They had no merchandisers, so the cooler was only filled when the driver and/or rep visited the account, so if it ran out, it ran out. CCE has merchandisers on the street 7 days a week.
If CCE is struggling with the brand in a territory, it is incumbent on the Rockstar rep to immediately rectify that situation.
[ 06-03-2006, 05:36 PM: Message edited by: fusion ]
06-05-2006, 12:10 PM
Agreed that number of facings doesn't indicate sales...but it does show where CCE's focus is! They "carry" Rockstar, but they "push" Full Throttle, Fury, Tab, Blak, etc. and use Rockstar's success (which equals shelf space) to take care of those brands.