A new collaboration between Cyberpunk 2077 and Rockstar Energy Drink infuses Johnny Silverhand's chrome rock band, Samurai, into a real-world branded cola.
The limited-edition drinks will be sold only in the US, with a special redesign that alters cans with a livery of the Samurai logo and the Cyberpunk 2077 title.
Rockstar Energy announced the sponsorship on Twitter with an apt futuristic hacking clip, which features a POV video of - presumably - Johnny Silverhand as he overlooks a clustered desk to find the Samurai Cola. A link to its official Cyberpunk 2077 collaboration page merely announces it will be "Coming Soon," with a few renders of its redesigned can. Though thus far only showing one available flavor, there could potentially be more in the making.
It's nothing new, as evidenced by Modern Warfare's ongoing Mountain Dew promotion, not to mention a similar marketing ploy with Halo Infinite and Monster Energy Drink. The former was even featured in Death Stranding as not only an in-game product placement but a full energy-refueling mechanic. The strategy clearly worked, as Monster Energy's stocks rose the day Death Stranding debuted – although maybe that was just a coincidence.
It's unclear as of yet if any Rockstar Energy Drinks will be making their way into the actual experience of Cyberpunk 2077, though it's highly doubtful. Still, given PepsiCo's $3.85 billion acquisition of Rockstar Energy Drinks a few months earlier, the beverage company could be attempting to peddle its way to the top against the current behemoth that is Monster Energy. What better way to do that than getting featured in one of the most anticipated experiences of the year?
The only downside of the current collaboration is that many outside of the US will be missing out on yet another Cyberpunk collector's item, of which are growing en mass with the likes of a Trauma Team Elite Response Unit statue, limited edition Xbox One, a multitude of assorted action figures, and The World of Cyberpunk 2077 lore book. It may only be a shiny one-of-a-kind can, but to long-time fans, that Cyberpunk title on the side means more than the world.
With Rockstar Energy Drinks in hand, gamers now wait breathlessly as the dark future draws ever-near.