Rockstar Energy: Headline act

When it comes to disrupting the energy category, Rockstar Energy^® is the star of the show. We met up with Rockstar Energy^®’s brand manager Adrian Howe at Parfetts in Birmingham to find out why its range is such a crowd pleaser

Photography: Roy Kilcullen

When asked what wholesalers are looking for when it comes to the energy drinks category, Adrian Howe, brand manager for Rockstar Energy^®, answers immediately: “New flavours, low- and no-sugar variants, and price-marked packs… and excitement, of course.”

And there’s no doubt that Rockstar Energy^®’s range delivers on all four elements. From its latest new product launch, Zero Sugar Blueberry, to its brand new partnership with festivals across the UK this summer, it’s clear that Rockstar Energy^® fully understands what consumers are looking for when shopping the popular and highly competitive energy drinks category.

“Consumers are led by trends, especially Gen-Z, and at Rockstar Energy^® we are continually investing in our range development to ensure we’re delivering the products that are most in demand, and most likely to sell in wholesale and retail,” he says.

“The wholesale channel couldn’t be more important to us, which is why we’re so keen to work closely with wholesalers to harness the huge opportunity that the energy drinks category represents.”

Watch our video from the day with Rockstar Energy^® at Parfetts below:

POPULARITY

The timing of Rockstar Energy^®’s visit to Parfetts couldn’t be better as stimulants now top the polls when it comes to the most popular soft drink segment in convenience. They out-perform the wider market, with value sales growing by 11.8% year on year. Plus, stimulants add the most value (£263.9m) of all soft drinks to convenience. [1]

And, as energy drinks have yet to make it into every household, this presents wholesalers and retailers with a huge opportunity to capitalise on growing this popular segment. However, it is critical that customer demand and sales data dictates product innovation, such as reduced or no-sugar options.

“With low calorie growing ahead of standard stimulants, [2] we made the move in 2022 to reduce sugar content across the whole Rockstar Energy^® range,” says Adrian.

“By doing this, we know that our top six sellers all comply with HFSS regulations, and will ensure retailers can offer variety in their chiller and meet customer demand.

Incorporating no-sugar options into your range will broaden your offer and result in additional sales.”

New flavour innovation is essential to keep excitement and keep pace with demand, so Adrian recommends that wholesalers and retailers stock the latest newe product launches alongside the existing bestsellers for the brand.

“Customers, especially Gen-Z, are drawn to new flavours, so range expansion is vital,” he says. “In fact, the new flavours we lanched last year – Strawberry & Lime and Watermelon & Kiwi – are already worth more than £3m in sales combined. [3] He continues: “For 2024, we’ve launched Zero Sugar Blueberry to appeal to Rockstar Energy^®’s core following. And, as they are price-marked at £1.29, customers in store can be assured that they are getting the best value possible, which we know is what they want.”

EXPERIENCE

In the fiercely competitive energy category, it’s not just flavour and price that drive customer demand, points out Adrian.

“Events, experiences and celebrity collaborations offer a valuable point of difference and really drive excitement, especially with younger consumers,” he says.

“Last year we partnered with Stormzy to launch the Press Play platform and we sponsored all Academy Music Group venues, but this year we’ve taken it a step further,” says Adrian.

“For 2024, we have another multi-year partnership with festival organiser Live Nation, which hosts UK festivals over the summer months such as Wireless, Creamfields, Reading and Leeds.

“Rockstar Energy® is deeply entrenched in music culture and the festival experience, so it’s a perfect fit.”

WHOLESALER VIEW

JON GRIFFIN
General Manager, Parfetts Birmingham
“We work very closely with Rockstar Energy^®, and this type of partnership really reaps rewards.

“There are a number of key drivers in the energy drinks segment, such as pricemarked packs, new and innovative flavours, and low and no sugar, and Rockstar Energy® is embracing all three, which explains why the range is such a great seller.”

“When suppliers actively support the wholesale channel with activities or promotions, as Rockstar Energy^® does, it always results in sales uplift which can only be good news for us all. Activations are always popular in depot and Rockstar Energy^® is welcome any time!”

RETAILER VIEW

MR SIMI
Convenience retailer, Birmingham
“Energy drinks are a really popular buy in my store, and Rockstar Energy^® is one of the best sellers. The range sells brilliantly and customers love the new flavours. In particular, the new blueberry is really popular as it’s zero sugar, which is what my younger customers are looking for.”

Sources: [1] NielsenIQ RMS, Total Convenience, Britvic Defined Stimulant Energy, value sales, Rolling 12w/e 27.04.24; [2] NielsenIQ RMS, Total Coverage Inc, Discounters, Stimulants, Low Calorie Vs Standard, Britvic defined, Value Sales % Change Mat To 29.06.24; [3] NielsenIQ RMS, Total Coverage incl Discounters, Rockstar Stimulant Drinks Britvic Defined, Value Sales, MAT to 04.05.24.