Rockstar Energy's CMO on transforming brand equity into market share
New marketing strategy focused on traditional energy drink consumers
1Brand decline and new ownership
Rockstar, acquired by PepsiCo for $3.85 billion in 2020, was losing market share in energy drinks. After Celsius Holdings' acquisition in 2025, CMO Rishi Daing was appointed to unlock the brand's potential. Daing highlights that traditional energy drink consumers still represent one-third of the market.
2Financial performance and growth
Celsius Holdings achieved record Q1 2026 revenue of $783 million, capturing over 20% of the US energy drink market. With brands like Alani Nu, the portfolio delivered 85.5% growth to $2.5 billion in 2025. CFO Langhans announced increased marketing investments for the summer selling period.
3New brand identity: Live Loud
Rockstar returns to its traditional customers with the 'Live Loud' identity featuring yellow as the dominant color. Replacing PepsiCo's minimalist design, the brand now targets a more masculine, down-market audience. CMO Daing states that language from 25 years ago no longer resonates, requiring adaptation for today's 20-year-olds.
4Alternative music marketing strategy
Instead of mega-festivals like Coachella, Rockstar focuses on 1000-capacity venues and hard rock festivals including Sick New World in Vegas and Ohio's Sonic Temple. Daing plans to expand local field teams to collaborate with emerging artists in smaller, authentic settings.
5NASCAR push for Eastern expansion
The brand returns to NASCAR after a decade, partnering with driver Tyler Reddick. While strong on the West Coast, Rockstar aims to boost weak East and South sales through 23XI Racing's multi-year deal - an organization also partnered with Monster and Coca-Cola.
6Unlocking brand potential
Daing believes Rockstar's brand value far exceeds its market share. Emphasizing the sustainable traditional energy drink market, the CMO plans to monetize this equity through music and sports marketing. NASCAR and alternative festivals form the cornerstone of this revitalization strategy.