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I ROCKSTAR INC Rockstar Energy Drink was founded by Russell Goldencloud Weiner a doctor of nutritional enthomedicine according to the Rockstar website His parents two renowned herbalists helped to produce the Rockstar formulations Today three formulas of Rockstar are on the market Original Cola and Diet The original formula was first launched in 2001 making the company only 4 years old The company is based in Las Vegas Nevada one of the trendiest locales of the United States lending to the edgy Rockstar image To enhance their image Rockstars catchy slogan is Party like a Rockstar The Rockstar company is not publicly traded but in some states is distributed by Dr Pepper Recently Rockstar has teamed up with Coca-Cola Consolidated CCBCC Coca-Colas second largest distributor as another means to distribute the popular drink Rockstar is an industry innovator by first introducing a 16oz sized can it has differentiated itself from typical energy drinks which come in an 8-84oz slimcan One of Rockstars exclusive key ingredients milk thistle is a liver-protectant detoxifier and serves as a treatment for depression as well as a hangover remedy Red Bull dominating the market share is in store for some heavy competition against the up-and-coming Rockstar II MARKETING RESEARCH A Market Potential Industry Sales and Forecasts The energy drink industry is growing quickly and it doesnt look like it will be slowing down anytime soon The growth of energy drinks can be attributed to their trendy image convenience and multiple uses Energy drinks can be used as mixers at clubs and bars or as coffee substitutes According to Information Resources Inc the energy drink dollar sales in 2004 increased 54 percent from the previous year with unit sales up 31 percent Although its indirect competitors such as sports drinks or teas have higher dollar sales the relatively new energy drink industry has a much larger growth rate Energy drink sales are forecasted to increase to almost
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