RootJack

Product Type:Functional: Energy Drink: Regular; Container: 12 oz bottle
BevNET Review: RootJack is an orange flavored root beer that’s also billed as a “pirate energy drink.” From a flavor point of view, this product starts with a base of moderately creamy root beer, which has then been mixed with a splash of orange cream soda. That’s an okay blend, but not one that’s likely to garner an instant following – orange root beer isn’t exactly a flavor that whets the appetite and makes you want to pick it up. On the energy front, the product has added caffeine and guarana extract (adding natural caffeine), which might be a nice value add for some consumers. However, we think that this product will be a tough sell to energy drink consumers because of its CSD-like similarities. The brand itself is pretty cool looking, with a nice look orange label that has a well executed pirate theme. The use of a one color design for the illustration and logo gives it a sort of sophisticated feeling that might be nice if this product were just selling itself as a root beer. We could, however, live without the “fights scurvy” badge, which cuts the design and distracts the eye. Overall, it’s certainly an innovative product, but not one that seems overly marketable, especially with the flavor pairings that they’ve chosen. Reviewed on: 6/26/2009