Hansen Beverage Co. and
Red Bull GmbH simultaneously launched the
energy drink category in 1997. However, by
2000, every other beverage company had
entered the category and Hansen’s once
handsome half-of-market share was reduced
to a lowly 8%. Meanwhile, a regional player
was making headway with a 16 oz energy
drink called Rockstar – at a decent price point
compared to the standard 8.3 oz can – so this
new “double-size” can was seen as an
opportunity for Hansen to distinguish their
offering and renew their growth in this
vicious and overheated segment.