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Coke parting ways with Rockstar?

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  • #16
    Couple points here...

    1. Fusion thanks for pointing out that Rockstar is parting ways with just one independant coke distributor, not CCE or CCNA. All the doom and gloom people on the thread really should check their facts before they go on here spouting the demise of Rockstar.

    2. Consolidated is in denial if they think they can replace Rockstar volume with Bookoo. My guess is bookoo walked into consolidated, dropped their pants, and offered Consolidated some rediculous case cost to secure the distribution. Consolidated will find out very quickly the meaning of the old saying.."something for nothing is worth nothing". The bookoo brand will rought away on the shelves.

    3. While there will be some distruptions in distribution for Rockstar in the short term in Consolidated's area, long term they will be fine. If you don't think every other distributor in that area isn't rushing to pick up Rockstar you're crazy..including the independant Pepsi dists. there.

    4. I have seen many comments from people on this board claiming that Rockstar has "made a deal with the devil" or that "coke only picked up Rockstar to kill it and build their own brands." The fact of the matter is that Rockstar continues to grow it's market share in every measurable channel, while FT (the parent company's brand) has been losing share. Coke is doing a great job for Rockstar and anyone that says otherwise either A. has an axe to grind B. doesn't know the facts.

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    • #17
      EggBeater,
      Sounds like you may have some inside info.
      In Referring to my comment, notice I said " I GUESS Coke bought them [or picked up distribution] to let them die. I didn't say this was the goal. You can not sit there and tell me it hasn't been done with Coke, Pepsi, or Froito Lay before. I have seem all of them buy a brand and then do their obligatory 120-180 days with them and then let them die.
      Whether you think can or think you can\'t, you\'re probably right!

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      • #18
        Greg,

        two things...

        As you may know Coke did not buy Rockstar. Strictly a distribution deal at this point. All personnell, new items, marketing decisions, CMA presentations, buyer calls, etc. are still intact and are being handled by Rockstar. The same exact way as they were before the distribution agreement.

        That's not to say Rockstar does not leverage Cokes distribution power where applicable. Coke's reach into vending, colleges and universities, major retail accounts like cirquit city/subway/home depot, airlines, ski resorts and major national customers like CVS etc. has given Rockstar more new points of distribution than some of their competitors could ever dream about!

        This is the main point of difference between the rockstar deal and and other buyouts in the past. When pepsi bought out sobe for example, all that infrastructure and brand essence that made Sobe a great brand disappeared overnight as it was swallowed into the pepsi system.

        Not so in Rockstar's deal with Coke. The same people, ideas, and energy that made rockstar a great brand before the coke deal, still drive the brand within the coke system today. I think anyone on the coke or rockstar side would tell you the realtionship has been a win-win almost 3 years into the deal.


        Also, check out the delahoya fight tonight and you will see some Rockstar marketing $$ at work...

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        • #19
          EggBeater, why would you say that BooKoo will rot on the shelves? I personally think their cans are more attractive than RS and their flavors are also much better.

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          • #20
            Originally posted by DudeMan View Post
            EggBeater, why would you say that BooKoo will rot on the shelves? I personally think their cans are more attractive than RS and their flavors are also much better.
            I would have to agree with you DudeMan, ever since Coke started dropping BooKoo around here this week I've been buying it like a mad man. I also found the BooKoo Water at Eckards, I'll be buying some of that tomorrow.

            and for now CCC is still dropping Rockstar around town and when I asked our sales manager about dropping the Rockstar brand he said that he hadn't heard that.

            *sips on his BooKoo Bite Energy Drink*

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            • #21
              Dude Man,
              Taste is subjective, the fact that you like Bookoo's taste/packaging better than Rockstar's is a personal choice.

              My opninion was based on the the overall brand performance as evidenced by national nielsen and volume #'s.

              Using this factual data there is no comparison between the 2 brands. Bookoo will rot on the shelves..except at the stores you and Amy are buying from.

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              • #22
                Originally posted by egg beater View Post
                Dude Man,
                Taste is subjective, the fact that you like Bookoo's taste/packaging better than Rockstar's is a personal choice.

                My opninion was based on the the overall brand performance as evidenced by national nielsen and volume #'s.

                Using this factual data there is no comparison between the 2 brands. Bookoo will rot on the shelves..except at the stores you and Amy are buying from.

                I doubt that, but we'll see. BooKoo seems to be flying off the shelfs here. I've never known ONE person to (1) like rockstar (2) or even buy rockstar. BooKoo on the other hand it's the same way, but I'm not calling the shots.

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                • #23
                  Not going to argue with you over which brand is better. Every factual piece of data (Nielsens/IRI etc) speaks for themselves and the answer is clear.

                  The "my buddies and I all drink Bookoo and the store down the street flies through it" argument just doens't hold the same weight. Sorry.

                  I wish consolidated all the best with Bookoo. They are still a great distributor and did an excellent job with Rockstar. At the same time they are being foolish if they think they can replace an original brand with REAL market share and major national customers (like the pantry/CVS/Rite Aid/Sunoco/Hess) with another me too product (Bookoo).

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                  • #24
                    Opinion from someone who handles them all...

                    We here in Birmingham at Coca Cola United carry both Rockstar and Boo Koo. We started carrying Rockstar right after Full Throttle and it is still going strong. The Guava flavor is doing really well. Boo Koo is my opinion, as well as most of the other saleman, is a dog. The sales of it are going down every month and I could possibly seeing us droping it. Here we have carried NOS for almost 3 years and its the one with the most potential. It is right up there in sales with Full Throttle and I could really see it taking off when all Coke bottlers start carrying it with the pickup of Fuze.

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