PURCHASE, N.Y. —Rockstar Energy Drink is releasing a new variety with half the caffeine and made with hemp seed oil and B vitamins.
Rockstar Unplugged focuses less on providing a big hit of energy and more on enhancing “good vibes,” according to PepsiCo., Purchase, N.Y., which bought the Rockstar brand in 2020.
Rockstar Unplugged has 80 milligrams of caffeine and is sugar- and caffeine-free. It comes in 12-ounce slim cans in three flavors: Blueberry, Passionfruit and Raspberry Cucumber. Its retail price starts at $1.99 a can.
“With Rockstar Unplugged, we continue the brand's heritage in driving culture while delivering innovation to the category,” said Fabiola Torres, PepsiCo general manager and CMO of the energy category. “Ninety-one percent of our consumers told us they wanted a beverage that lifts their mood. Rockstar Unplugged delivers the ingredients consumers have been asking for, creating an opportunity for us to transform the category and introduce new consumers to our energy portfolio.”
The beverage features a new campaign, Turn Up Your Mood, and new can designs with colorful “groove shape” illustrations, symbolizing aura, music and energy, PepsiCo said. The brand also has a new partnership with MTV, which will spotlight Rockstar Unplugged in a three-part music series with the music franchise MTV Unplugged.
Rockstar Energy Drink was founded in 2001 and comes in Rockstar Original, Rockstar Sugar Free, Rockstar Recovery, Rockstar Pure Zero and other varieties.
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