Rockstar Energy was founded in 2001 by Russell Weiner, the son of venomous conservative talk show host Michael Savage. From its early days in Las Vegas, the energy drink was known for its black and yellow colorway and promises of giving consumers the energy to “party like rockstars.” Fast-forward past a couple of successful decades in the crowded energy drink market and the Rockstar brand is now a part of PepsiCo’s portfolio of beverages and decoupled from its gross past.

The drink was also due for a visual refresh to maintain its spotlight in the still fiercely fought category.