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PepsiCo acquired Rockstar Energy Drink in March 2020 for € 3.4 billion, and since then, it has been expanding the brand in many countries. Most recently, the snack and beverage manufacturer has brought the energy drink brand to Uruguay.
As per MercoPress, the country has become the second region in Latin America to have the Rockstar drink brand. Since PepsiCo’s takeover, it has chosen Uruguay as the second Latin American country to launch the energy drink brand. The first location was in Argentina, where it was introduced in January 2021.
It was reported that PepsiCo was able to bring Rockstar drinks into the territory through a partnership with a local bottling company called Fábricas Nacionales de Cerveza. The drink contains caffeine, guarana, ginseng, and vitamins B3, B5, and B6 to boost energy levels and allow drinkers to actively continue with their daily work and routine.
Moreover, Rockstar drinks are being promoted as a beverage specially formulated to help people “recharge during the day.” It is sold in the market in 500 ml. bottles for UY$ 65 or about $1.66.
Meanwhile, with the debut of Rockstar Energy Drinks in Uruguay, PepsiCo and Fábricas Nacionales de Cerveza (FNC) have officially expanded their respective portfolios in the fast-growing unit of functional beverages. Some other products that the FNC has a partnership with PepsiCo include Gatorade, 7UP, H2OH, Mirinda, and Paso de los Toros.
“We are very proud and excited to launch a new PepsiCo bet in Uruguay in one of the fastest growing categories in the Region,” El Pais quoted PepsiCo Uruguay’s franchise manager, Rodrigo de Fuentes, as saying in a statement. “With ROCKSTAR we want to be an ally for all workers who go through long and demanding working hours.”
Photo by Anthony A/Unsplash
