Despite a sensational and raucous booth befitting its brand name, Rockstar rather quietly unveiled a new line of energy waters at the 2012 National Association of Convenience Stores (NACS) show yesterday. With a look and feel similar to Coca-Cola Co.-owned Vitaminwater, Rockstar Energy Water is a sugar-free, zero-calorie line of drinks that contain a blend of energy ingredients including caffeine, guarana, ginseng, B-vitamins, and taurine. While Rockstar has not set a launch date for the new line, it will debut in three flavors: Tropical Citrus, Blueberry Pomegranate Acai, Orange Tangerine.
Although the new water line appeared to be somewhat hush-hush, Rockstar did showcase a new line of sour energy drinks and line extensions. Rockstar Super Sours initially debuted in Europe and the new line comes in two flavors: Bubbleberry and Green Apple. Rockstar added a guava flavor to its Punch’d line and and energy/tea/lemonade blend to its Recovery line.
In this segment, BevNET takes a first look at Rockstar Energy Water as well as its new Super Sours line, while BevNET CEO John Craven examines the potential for Rockstar to make headway in the increasingly crowded and competitive enhanced water category.
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