PepsiCo Signs Deal to Distribute ROCKSTAR via Pepsi Bottlers



    
    New Agreement Gives Pepsi System Immediate Boost in Fast-Growing, Highly
    Profitable Energy Drink Category
    

    PURCHASE, NY, and LAS VEGAS, NV, Feb. 19 /CNW/ - Fueling its broader
beverage portfolio reinvention plans, PepsiCo today announced a multiyear
distribution agreement with ROCKSTAR Energy Drink, dramatically increasing the
Pepsi system's share of the fast-growing, highly profitable energy drink
market. ROCKSTAR will be distributed by The Pepsi Bottling Group (PBG),
PepsiAmericas, Pepsi Bottling Ventures and other independent Pepsi-Cola
bottlers in most of the United States and all of Canada.
    While precise terms of the contract were not disclosed, PepsiCo has
purchased rights to function as master distributor, offering ROCKSTAR products
exclusively through its bottling system in all trade channels. ROCKSTAR will
retain research-and-development, marketing and manufacturing accountabilities.
ROCKSTAR significantly expands the PepsiCo portfolio of energy beverages,
which also includes products marketed under the AMP, No Fear and Starbucks
trademarks.
    "ROCKSTAR is a major milestone in our bid to become the undisputed
category leader in energy drinks," said Hugh Johnston, president of Pepsi-Cola
North America Beverages. "Building on the success of AMP and other energy
drinks in the Pepsi lineup, it gives our system an immediate boost in value,
variety and scale. To borrow a phrase from the ROCKSTAR playbook, we're making
our portfolio 'bigger, better, faster, stronger,' moving assertively to the
front of the energy drink pack with our bottling partners."
    PBG Chairman and CEO Eric Foss commented: "Strengthening and diversifying
our brand portfolio is a strategic priority that we share with our partners at
PepsiCo and the rest of the Pepsi family. ROCKSTAR is a terrific brand in an
expanding beverage segment. Adding it to our portfolio, which already includes
the AMP energy brand, gives us a great platform to increase our share and
capitalize on future growth opportunities."
    Said Russ Weiner, founder and CEO of ROCKSTAR Energy Drink: "The fact
that PepsiCo and its bottlers made a substantial investment in securing the
distribution rights for ROCKSTAR shows the industry their immense commitment
to eventually make ROCKSTAR the No. 1 energy drink in North America. Now that
the deal is done, I can honestly say that we at ROCKSTAR feel like we have a
true home in the Pepsi system."

    ROCKSTAR Energy Drink is formulated with herbal blends to provide an
energy boost for people leading active and exhausting lifestyles - from
athletes to rock stars. ROCKSTAR Energy Drink is available in 11 amazing
flavors: Original, Sugar Free, Zero Carb, Juiced Mango Orange Passion Fruit,
Juiced Guava, Juiced Pomegranate, Tropical Punched, Punched Citrus, Roasted
Mocha, Roasted Latte, and Roasted Light Vanilla. ROCKSTAR Energy Shots are
available in Wild Berry and Tropical Punch flavors. ROCKSTAR is available at
convenience and grocery retail outlets across the United States, Canada,
Australia, New Zealand, Japan, Germany, Switzerland, Finland, Spain, The
Netherlands, and throughout the United Kingdom.

    PepsiCo is one of the world's largest food and beverage companies, with
2008 annual revenues of more than $43 billion. The company employs
approximately 198,000 people worldwide, and its products are sold in
approximately 200 countries. Its principal businesses include: Frito-Lay
snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and
Quaker foods. The PepsiCo portfolio includes 18 brands that generate $1
billion or more each in annual retail sales. PepsiCo's commitment to
sustainable growth, defined as Performance with Purpose, is focused on
generating healthy financial returns while giving back to communities the
company serves. This includes meeting consumer needs for a spectrum of
convenient foods and beverages, reducing the company's impact on the
environment through water, energy and packaging initiatives, and supporting
its employees through a diverse and inclusive culture that recruits and
retains world-class talent. PepsiCo is listed on the Dow Jones Sustainability
North America Index and the Dow Jones Sustainability World Index. For more
information, please visit www.pepsico.com.

    Pepsi-Cola North America Beverages (www.pepsi.com ), based in Purchase,
N.Y., is PepsiCo's refreshment beverage unit in the United States and Canada.
Its U.S. trademarks include Pepsi, Mountain Dew, Sierra Mist, Mug, Aquafina,
SoBe and IZZE. The company also makes and markets Tropicana juice drinks, Dole
and Ocean Spray single-serve juices and North America's bestselling
ready-to-drink iced teas and coffees, respectively, via joint ventures with
Lipton and Starbucks. For more information, please visit
www.pepsiproductfacts.com.

    The Pepsi Bottling Group, Inc. (NYSE:   PBG) is the world's largest
manufacturer, seller and distributor of Pepsi-Cola beverages. PBG accounts for
more than one-half of the Pepsi-Cola beverages sold in North America and about
40% of the Pepsi-Cola system volume worldwide. With approximately 67,000
employees and annual sales of nearly $14 billion, PBG has operations in the
U.S., Canada, Greece, Mexico, Russia, Spain and Turkey. Roughly 30% of the
company's operations are outside of the U.S. For more information, please
visit www.pbg.com.

    PepsiAmericas, Inc. (NYSE:   PAS) is the world's second-largest
manufacturer, seller and distributor of PepsiCo beverages. With annual sales
of $4.9 billion in 2008, PAS employs more than 20,000 people and operates 33
manufacturing facilities and over 175 distribution centers across its markets.
PAS serves a population of more than 200 million in a significant portion of a
19-state region in the U.S.; Central and Eastern Europe, including Ukraine,
Poland, Romania, Hungary, the Czech Republic and Slovakia; and the Caribbean.
For more information, please visit www.pepsiamericas.com.

    Pepsi Bottling Ventures, LLC (www.pepsibottlingventures.com) is the
nation's third largest anchor bottler for Pepsi-Cola, operating 23
manufacturing, distribution and sales facilities serving over 8 million
consumers in North Carolina, New York, Delaware, Maryland, Virginia and
Vermont. PBV is headquartered in Raleigh, North Carolina.

    
    Cautionary Statement
    --------------------
    

    This release contains statements concerning PepsiCo's expectations for
future performance. These "forward-looking statements" are based on currently
available information, operating plans and projections about future events and
trends. They inherently involve risks and uncertainties that could cause
actual results to differ materially from those predicted in such
forward-looking statements. Such risks and uncertainties include, but are not
limited to: changes in demand for our products, as a result of shifts in
consumer preferences or otherwise; increased costs, disruption of supply or
shortages of raw materials and other supplies; unfavorable economic conditions
and increased volatility in foreign exchange rates; our ability to build and
sustain proper information technology infrastructure, successfully implement
our ongoing business process transformation initiative or outsource certain
functions effectively; damage to our reputation; trade consolidation, the loss
of any key customer, or failure to maintain good relationships with our
bottling partners; our ability to hire or retain key employees or a highly
skilled and diverse workforce; changes in the legal and regulatory
environment; disruption of our supply chain; unstable political conditions,
civil unrest or other developments and risks in the countries where we
operate; and risks that benefits from our Productivity for Growth initiative
may not be achieved, may take longer to achieve than expected or may cost more
than currently anticipated. For additional information on these and other
factors that could cause our actual results to materially differ from those
set forth herein, please see our filings with the Securities and Exchange
Commission, including our most recent annual report on Form 10-K and
subsequent reports on Forms 10-Q and 8-K. Investors are cautioned not to place
undue reliance on any such forward-looking statements, which speak only as of
the date they are made. PepsiCo undertakes no obligation to update any
forward-looking statements, whether as a result of new information, future
events or otherwise.





For further information:

For further information: MEDIA CONTACTS: PepsiCo, Larry Jabbonsky, (914)
253-2647, larry.jabbonsky@pepsi.com; PBG, Jeff Dahncke, (914) 767-7690,
jeff.dahncke@pepsi.com; ROCKSTAR, Jason May, (323) 785-2831,
media@rockstar69.com; PepsiCo Canada, Maureen Juniper, (905) 949-8255 Ext 226,
 maureen@praxispr.ca


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