Rockstar Unveils New Drinks That Aim to Boost Focus

The three-flavor release includes ingredients like Lion’s Mane.

January 31, 2024

Rockstar Energy Drink announced the launch of Rockstar Focus, the newest addition to the brand's energy portfolio. These drinks were created to give consumers a drink that “delivers on energy and a mental boost to help increase focus,” the company said in a press release.

“Our new Rockstar Focus formulas are uniquely crafted to include the optimal blend of cutting-edge ingredients and the power of caffeine, setting a new standard to deliver not just energy, but mental focus,” said Danielle Barbaro, vice president R&D at PepsiCo Beverages North America.

Made with ingredients like Lion’s Mane, a mushroom traditionally used for medicinal purposes, and 200 mg of caffeine, the company stated that Rockstar Focus is meant to provide consumers with “functional energy and a mental boost to tackle the day and be the best version of themselves.”

The zero sugar, calorie-free beverage is available in three flavors—lemon-lime, white peach and orange-pineapple.

“Our fans have always relied on our products for energy, but we knew there was also an opportunity to create a product that could give a mental boost and support focus,” said Fabiola Torres, PepsiCo general manager and chief marketing officer of the energy category. “Additionally, we found that 64% of our consumers share a heavy interest in the ingredient Lion's Mane.”

Rockstar Focus is available for purchase in 12 oz cans starting at $2.99 per can.

Earlier this month, PepsiCo began serving as the exclusive distributor for Celsius in Canada, expanding the area served under the distribution agreement begun in the United States in 2022.

Celsius Holdings Inc., maker of energy drink brand Celsius, announced its expansion into new international markets, growing the company's global sales and distribution footprint to provide energy to more consumers in Canada, United Kingdom and Ireland.

Celsius selected Suntory Beverage and Food Great Britain and Ireland as its exclusive sales and distribution partner in the UK and Northern Ireland, the Channel Islands, the Isle of Man and the Republic of Ireland.

“We're pleased to grow Celsius in new markets and provide energy to more consumers in moments big and small to help them achieve their goals,” said John Fieldly, Celsius Holdings Inc. chairman and CEO. “Our methodical approach to international growth will follow our proven playbook with support from the best distribution partners for our brand in each new market we enter.”