Founder: Russell Weiner
Current Owner: Celsius Holdings
International Owner: PepsiCo
Original Acquisition: $3.85 billion (2020)
Product Lines: Original, Sugar Free, Punched, Pure Zero, Recovery, Boom, Throwback

Rockstar Energy – Living Loud Since 2001

Rockstar Energy is an American energy drink brand founded in 2001 by Russell Weiner in Las Vegas, Nevada. Entering a rapidly expanding market, Rockstar gained attention with its 16-ounce (473 mL) cans, offering twice the volume of the standard 8-ounce energy drinks popular at the time. Its distinctive star logo, bold packaging and association with music, extreme sports and youth culture helped establish an instantly recognizable identity.

The brand expanded throughout the United States and into international markets, developing an extensive range of flavors and specialized energy drink collections. Its involvement in motorsports, skateboarding, action sports and music festivals became a central part of its marketing, supported by athlete sponsorships and entertainment partnerships.

The Rockstar Formula

Rockstar’s signature formula combines caffeine, taurine, guarana seed extract, ginseng and B vitamins. The Original variety contains 160 mg of caffeine in a 16-ounce (473 mL) can, along with 63 grams of sugar and 260 calories. Its flavor is characteristically sweet and tangy, with the slightly medicinal notes commonly associated with traditional energy drinks.

The wider Rockstar lineup offers different formulations for varying tastes and preferences. Sugar Free delivers a similar flavor profile with alternative sweeteners, while the Punched collection emphasizes fruit flavors and generally higher caffeine levels.

Caffeine content and nutritional values vary between products and markets.

Controlled Chaos on YouTube

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Rockstar Energy launched Controlled Chaos on YouTube in September 2022, giving viewers an inside look at professional drifting and the personalities competing in Formula Drift. The documentary-style series follows Rockstar-sponsored drivers Fredric Aasbø, Ryan Tuerck and Amanda Sorensen through race weekends, preparations, competitive events and life behind the scenes.

The series combines high-speed driving footage, mechanical challenges, personal interviews and the unpredictable moments that accompany professional motorsports. Its fourth season arrived in 2026, continuing Rockstar’s relationship with Formula Drift and giving the brand an ongoing entertainment property centered on the athletes it sponsors.

Controlled Chaos is distributed through Rockstar Energy’s official YouTube channel.

Rockstar Enters a New Chapter Under Celsius

Rockstar remained independently owned until March 2020, when PepsiCo announced its acquisition of the brand for $3.85 billion. The purchase expanded PepsiCo’s presence in the energy drink market, providing Rockstar with access to an extensive global distribution network and retail relationships.

Another major change came in August 2025, when Celsius Holdings acquired Rockstar’s operations and brand rights in the United States and Canada. PepsiCo retained international ownership and continued distributing Rockstar products in North America through its partnership with Celsius. The arrangement placed Rockstar alongside Celsius and Alani Nu within a broader portfolio of energy drink brands.

Rockstar operates in a highly competitive market dominated by Red Bull and Monster Energy, alongside newer brands attracting consumers interested in fitness, wellness and functional beverages.

Rockstar Energy – Living Loud Since 2001

The Rockstar Formula

Controlled Chaos on YouTube

Rockstar Enters a New Chapter Under Celsius

Popular Rockstar Flavors