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.
Why This Trend Is Growing
- 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.
- Feel Good Functional Beverages
- Developing functional beverages that prioritize enhancing mood and promoting well-being represents a disruptive innovation opportunity for the beverage industry.
- 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.
Industries Being Reshaped
- Functional Beverages
- The functional beverage industry can incorporate hemp and other health-promoting ingredients into their products to cater to health-conscious consumers.
- 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.
- 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.
