Rockstar energy drinks like many other companies have to have a beginning or starting point. Rockstar was founded in 1998 by Russell Weiner, the son of conservative talk show host, Michael Savage. Rockstar dove into the fastest growing segment of the United States beverage market at the time, which is energy drinks. Introduced to the masses by 2001, Rockstar began marketing to anyone who leads and active or exhausting lifestyle, including musicians and athletes. By 2007, Rockstar cemented itself in the fast paced market by becoming the third largest energy drink company that is available on the market today.