Rockstar Energy Drink: Energy Cola

Product Type: Energy: Regular; Container: 16 oz can
BevNET Review: Energy Cola is an excellent new product from Rockstar that, in our opinion, is one of the more intelligent and well executed line extensions that we have seen from an energy drink company. The shiny red can is extremely appealing to the eye(much more so than the diet product) and also helps the consumer recognize the product as a cola. The flavor of the product is very well done and will easily appeal to most American consumers. There's a slightly "energy drink"-like finish to the flavor (which seems like a necessity to avoid being considered a straight-up cola) and a very subtle syrupy note to the consistency and finish of the beverage, but Rockstar Energy Cola definitely shines among its energy drink peers. The potential of an energy cola is definitely unknown (we've never seen one succeed big), but Rockstar's entry without a doubt has the most potential given the relative strength of the Rockstar brand, the design of the can, and the overall quality of the product. Our verdict? Big potential assuming that Rockstar positions the product properly and avoids going head-to-head against Coke and Pepsi's cola products (rather than competing in the energy drink category).

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