Drink was founded by Russell Goldenrod Winner, a doctor of nutritional intermediation, according to the Rockiest website. His parents, two renowned herbalists, helped to produce the Rockiest formulations. Today, three formulas of Rockiest 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 Lass Vegas, Nevada, one of the trendiest locales of the United States, lending to the edgy “Rockiest” image. To enhance their image, Roaster’s catchy slogan is Party like a Rockiest”.
The Rockiest company is not publicly traded, but in some states is distributed by Dry. Pepper. Recently, Rockiest has teamed up with Coca-Cola Consolidated (CUBIC), Coca-Cola’s second largest distributor, as another means to distribute the popular drink. Rockiest is an industry innovator; by first introducing a jazz sized can it has differentiated itself from typical energy drinks which come in an 8-8. Oz “Islamic”. One of Roaster’s exclusive key ingredients, milk thistle, is a liver- protestant, detoxified, and serves as a treatment for depression, as well as a hangover remedy.
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Red Bull, dominating the market share, is in store for some heavy competition against the up-and-coming Rockiest. II. MARKETING RESEARCH A. Market Potential, Industry Sales, and Forecasts The energy drink industry is growing quickly, and it doesn’t 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 ales 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 $500 million in 2006. Appendix Exhibit B shows graphs of the energy drink industry sales and forecasts. The breakdown of the market share in the energy drink industry are shown in Appendix Exhibit A.
Rockiest, the second best-selling energy drink in the US behind Red Bull, had $15. 7 million in sales in 2004, reflecting a 250-percent increase from the previous year. Rockiest energy drink is available in an oz. Or jazz. Can in three flavors: original, diet and cola. The drink includes a variety of vitamins, herbs and amino acids mixed into a blend of vanilla, bubble gum and citrus flavors to provide a healthy, effective and tasty drink. Rockiest is a favorite among consumers due to its good taste, unique ingredients, good value ($/ounce), effectiveness and convenience.