Rockstar raisesUS chief to drive expansion in UK

Rockstar Inc Energy Drinks has promoted Frank Guernsey to the new role of vice president marketing international, as part of the company’s plans to aggressively grow the distribution of its energy drink, Rockstar, across Europe and establish itself in the UK.

The US-based drinks company launched Rockstar in the UK in November last year after signing a distribution deal with Barr Soft Drinks. It will launch the brand in Germany this month and plans to make it available in ten other European countries before the end of the year.

A Rockstar spokesman says Guernsey has moved up from his US-centric role as director of marketing to the new international post, in response to rapid expansion plans.

He will work with Barr Soft Drinks to help drive the growth of Rockstar in the UK. Its marketing plans for the summer will revolve around sponsorships of music festivals and sporting events. This includes the Rockstar Energy Drink Crusty Demons of Dirt tour and the Rockstar Taste of Chaos music tour. It will also launch an athletes’ program involving local UK talent.

SCB Partners, the marketing consultancy that launched Rockstar in the UK, has also been appointed as the brand’s first agency of record.