Rockstar Unplugged is a new kind of energy drink that's said to focus "less on providing a big hit of energy and more focus on enhancing good vibes with ingredients like hemp seed oil and B vitamins." The functional drink is fruit-forward and feel-good and it provides a boost with 80 milligrams of caffeine. The sugar-free, calorie-free formula also contains spearmint and lemon balm, and it can be sipped in three refreshing flavors: Blueberry, Passionfruit, and Raspberry Cucumber.
To introduce this new functional canned drink to the world, the brand is kicking off a campaign called Turn Up Your Mood and a fresh can design that depicts a "groove shape" that symbolizes auras, music and energy. Rockstar is also partnering with MTV for a three-part music series, MTV Unplugged, and concerts in 2022.
Hemp-Infused Functional Beverages
Rockstar Unplugged is Boosted by Hemp Seed Oil & B Vitamins
Trend Themes
1. Hemp-infused Functional Beverages - The trend towards infused beverages presents an opportunity for the functional beverage industry to include health-promoting ingredients in their products.
2. Feel Good Functional Beverages - Developing functional beverages that prioritize enhancing mood and promoting well-being represents a disruptive innovation opportunity for the beverage industry.
3. Partnerships with Music and Media Brands - Collaborating with popular music and media brands presents a marketing opportunity for beverage manufacturers to promote their products to consumers who share these interests.
Industry Implications
1. Functional Beverages - The functional beverage industry can incorporate hemp and other health-promoting ingredients into their products to cater to health-conscious consumers.
2. Cannabis Industry - The trend towards hemp-infused functional beverages presents an opportunity for the cannabis industry to expand its market share into the functional beverage market.
3. Music and Entertainment Industry - Partnering with beverage brands represents a lucrative opportunity for music and entertainment brands to diversify their revenue streams and expand their marketing reach.