Partying like a Rockstar

摘要

When you're not the inventor of a category, the way to stand out from the competition is to be an innovator in the category. That's where Las Vegas-based Rockstar Inc.'s President and Chief Executive Officer Russ Weiner's expertise as an energy drink consumer came into play. "I used to drink Red Bull," he says. "I'd go out all the time in San Francisco and drink Red Bull and vodka like everyone else. I remember going out one night and buying two Red Bulls. It was like $5, but one Red Bull wasn't enough. I said, 'You know what. I should make an energy drink.' "Instead of everyone else in the world that copied Red Bull with a small 8-ounce can, I said, 'I'm not going to do that,'" he continues. "I'm going to create a 16-ounce, double-sized energy drink and charge the same. I called it Rockstar -the best name in the whole world - who has more energy than a rock star?"