Pepsico to Distribute Rockstar via Pepsi Bottlers

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Pepsico to Distribute Rockstar via Pepsi Bottlers

PURCHASE, N.Y., and Las Vegas -- PepsiCo signed a multiyear distribution agreement with ROCKSTAR Energy Drink, dramatically increasing the Pepsi system's share of the fast-growing, highly profitable energy drink market, the company stated.

"ROCKSTAR is a major milestone in our bid to become the undisputed category leader in energy drinks," Hugh Johnston, president of Pepsi-Cola North America Beverages, said in a statement. "Building on the success of AMP and other energy drinks in the Pepsi lineup, it gives our system an immediate boost in value, variety and scale. To borrow a phrase from the ROCKSTAR playbook, we're making our portfolio 'bigger, better, faster, stronger,' moving assertively to the front of the energy drink pack with our bottling partners."

ROCKSTAR will be distributed by The Pepsi Bottling Group (PBG), PepsiAmericas, Pepsi Bottling Ventures and other independent Pepsi-Cola bottlers in most of the United States and all of Canada.

While precise terms of the contract were not disclosed, PepsiCo purchased rights to function as master distributor, offering ROCKSTAR products exclusively through its bottling system in all trade channels, the report stated.