Energy Drink Consumption
Nigeria ranks fourth globally when it comes to soft drink consumption. Pertaining to the consumption of energy drinks, a cross-sectional descriptive study conducted in Northern and south-south regions of Nigeria reported a lifetime prevalence rate of 55.4% and 87.8% for energy drink consumption.
Research studies indicate that energy drinks have a stimulating impact, with the strongest effects occurring within 30 to 60 minutes after consumption and lasting for at least 90 minutes. It’s worth noting that the effects of consuming energy drinks in terms of duration and intensity can vary among individuals due to factors such as body weight, metabolism, tolerance to caffeine, and overall sensitivity to stimulants. Additionally, the specific formulation and concentration of ingredients in different energy drinks can also influence the duration and strength of their effects.
This growing demand has led to the emergence of numerous beverage brands, each striving to attract consumers by offering unique flavor twists to gain competitive edge. Like the Zagg energy drink stands out by offering a malt-infused flavor and formulation, and Fearless Red Berry energy drink has a flavour for consumers who prefer to have a taste of fruit berry in their drink.
Rockstar Energy Drink Launched in Nigeria
In December 2022 Seven-Up Bottling Company (SBC), a major producer of non-alcoholic beverages, launched Rockstar Energy drink in Nigeria, adding another novel energy drink to their lineup, in addition to the Supa Komando Energy Drink launched in 2021.
Rockstar made a significant distribution change in 2009 by transitioning from the Coca-Cola Company to PepsiCo. This switch meant that PepsiCo took over the distribution responsibilities for Rockstar Energy Drink.
Fast forward to 2020, and PepsiCo further solidified its connection with Rockstar Energy by acquiring the brand. The acquisition came at a price of $3.85 billion, demonstrating PepsiCo’s commitment to expanding its presence in the energy drink market.
So, not only did Rockstar Energy Drink change distributors in 2009, but it also became a part of the PepsiCo family in 2020 through a substantial acquisition deal. These strategic moves have played a role in shaping the distribution and ownership landscape of the popular energy drink brand.
Rockstar Energy Drink Ingredients and Packaging
Rockstar Premium Energy Drink is similar to the 50cl PET bottle of Pepsi, except that it comes in a sleek black and shiny gold bottle. The 50cl PET Rockstar energy drink black bottle creates a sense of mystery and intrigue. This may suggest that the drink offers something unique and different from its competitors. It’s a departure from the conventional packaging norms, signaling that there might be something special inside.
Moreover, the black bottle may also have functional benefits. It helps protect the drink from light exposure, which can degrade certain ingredients and affect the taste. The opaque nature of the bottle prevents light from entering and potentially altering the quality of the product.
This drink contains caffeine, vitamin B, taurine, vitamin C, ginseng, and other ingredients, it is not to be consumed by children, pregnant women, or individuals with caffeine sensitivity. Additionally, the manufacturer advises a maximum daily intake of two bottles.
Rockstar Energy Drink 50cl PET bottle is yet to be widely distributed in most retail outlets in Nigeria. However, it may be available in selected supermarkets and shopping malls.