Background: Built from the Inside Out
Before TcB Global had a name, a powerhouse team of operators, marketers, and logistics architects came together behind the scenes of one of the most iconic beverage growth stories in recent history. This wasn’t outsourced. This was a vertically integrated execution model that operated as an extension of the brand itself — managing everything from warehousing and eComm logistics to event builds, athlete programs, freight, and nationwide sales support.
The result? A complete, in-house engine of growth, run by the very people now leading TcB Global.
The Challenge: Scaling with Precision, Not Just Speed
Rockstar Energy wasn’t just growing — it was surging.
That growth required a fully-aligned backend: faster fulfillment, real-time freight coordination, tighter operational controls, and total alignment between marketing, transport, and execution. Traditional agencies and 3PLs couldn’t match the complexity or urgency. The solution was to centralize infrastructure, own the supply chain from dock to door, and move with founder-level accountability.
The Solution: The TcB Playbook (Before It Had a Name)
The core team — now known as TcB Global — was responsible for building and running Rockstar’s operational backbone. This included a fully self-managed, multi-million-dollar freight and transport division:
- Logistics & Fulfillment Ops
Justin Mitchell led warehousing operations from the ground up — personally building racking systems, managing inventory control, and designing fulfillment flows optimized for influencer kits, retail, DTC, and special events. - Freight & Transport Command
A dedicated in-house freight division managed 100% of all inbound materials, finished goods, event assets, and outbound FTL/LTL movements. Operating with a $30M+ annual transport budget, the team executed hundreds of monthly loads — with precision, cost-efficiency, and total schedule ownership. - Event, Marketing, and Tour Infrastructure
Nick Allen directed Rockstar’s national tours, experiential programs, and product activation builds — while simultaneously architecting the company’s internal logistics and fulfillment operation to meet both brand and operational goals. - Athlete & Lifestyle Program Strategy
Kevin Sanderson built and scaled Rockstar’s global athlete and ambassador program — creating brand trust at the grassroots level while aligning logistics support with athlete activations and appearances. - Sales + Market Penetration
Trevor Johns ran the Western U.S. college marketing and sales division — fusing national execution with localized sales velocity and on-the-ground distribution coverage. - Strategic Oversight
Jason May, EVP of Marketing, aligned all departments under a single operating rhythm — managing budgets, national planning, and distribution for hundreds of locations across North America.
Results: Built to Scale. Ready to Move.
This wasn’t just about shipping products — it was about unlocking momentum.
With a fully aligned team managing every detail from inbound freight to national event activations, Rockstar operated without bottlenecks, without handoff confusion, and without red tape. The infrastructure wasn’t built to support growth — it was built to accelerate it.
What emerged was a system that allowed Rockstar to move like a startup, execute like a global powerhouse, and scale with absolute clarity.
Key outcomes included:
- Total Execution Ownership — marketing, logistics, and field ops operated under one roof, enabling faster decisions and cleaner follow-through.
- Freight & Transport Mastery — a dedicated internal freight division managed all inbound materials, finished product, FTLs, LTLs, DTC drops, and activation shipments, eliminating outside delays and slippage.
- Operational Clarity — no silos, no confusion. Every movement, campaign, and distribution effort was aligned and resourced with speed and accuracy.
- Frictionless Growth Enablement — instead of being slowed down by third parties, the brand was able to move faster, pivot instantly, and scale nationally with confidence.
- Execution at the Speed of Brand — from event kits to influencer drops to retailer replenishment, the team moved in sync with Rockstar’s ambition — not behind it.
This wasn’t a vendor solution. It was a full-stack operating model that empowered Rockstar to grow, expand, and ultimately become the largest private non-alcoholic beverage acquisition in U.S. history.
Why This Matters Now
This isn’t just a case study — it’s your unfair advantage.
The team that built Rockstar’s infrastructure — from pallet to podium, dock to data — now operates as TcB Global. We bring the same high-performance, end-to-end capabilities to emerging and established beverage brands that need more than just a vendor.
You don’t need a consultant.
You need the blueprint.
We are the team that already executed it.
And now we’re ready to do the same for you.
Rockstar Energy Comment
“You’re not hiring an agency. You’re aligning with the team that built the infrastructure behind a billion-dollar brand — and we’re ready to do the same for you.”
— Jason May
EVP of marketing