PBG To Distribute Rockstar In Mexico

The Pepsi Bottling Group (PBG) has signed a multiyear deal with Rockstar Energy Drink, to distribute the Rockstar brand in Mexico from July 2009. PBG already distributes Rockstar in the US and Canada and the firm has revealed the move is part of a strategy to diversify into high growth segments. Rockstar is the third best selling energy drink in the US but will face tough competition in Mexico from of Red Bull, which has established a commanding lead in the Mexican market, and Hansen Natural's Monster, which launched in the country in January 2009 via a joint venture with

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