NEWS
ROX Company - 30 Years
From Tyrol to the World
ROX Company celebrates 30 years of success: Innovation, taste, and global presence
This year is a special anniversary year for the Austrian beverage industry: ROX Company from Innsbruck looks back on three decades filled with innovation, flavor, and international expansion. Since the market launch of its legendary ROX Energy Drink in 1995, the company has sold several hundred million cans and has successfully established its products in more than 50 countries.
​
From Tyrol to the world: The success story of an Austrian original
The success story began in Tyrol, where the brand started with ROX Classic in glass bottles for bars and restaurants, and in large PET bottles for parties and events. As early as 2002, ROX ventured abroad: through initial collaborations with international partners and importers, the availability of the beverages in Europe and Africa was significantly expanded. This laid the foundation for its global reach.
A History of Innovation and Flavor Expansion
ROX has long been known for its innovation. In 2008, the company launched a range of new products, including an event beer in plastic bottles, various non-alcoholic and alcoholic mixed drinks, and the refreshing mineral water pH+ with coral powder and vitamins. Notably, the continuous development of the range: in 2015, on the 20th anniversary of ROX Classic, the first Special Edition, ROX Lemon, was launched. The success of this flavor led to further innovations such as ROX Orange and ROX Aqua Power – a sugar-free mineral water with vitamins and caffeine.
Anniversary 2024: 20 years of ROX Energy Drink in Mali
The year 2024 marks another significant chapter in the success story: ROX Company celebrates 20 years of presence in Mali with a limited anniversary can. This special edition underscores the close partnership between ROX and Mobilium SAS, which has shaped the market in Mali for two decades.
Speed Meets Skill: ARBÖ Tyrolean Auto Slalom Championship
Over the years, the ARBÖ (Austrian Automobile, Motorcycle and Touring Club) Tyrolean Championship in Auto Slalom has become a highlight on the motorsport calendar in Tyrol. This year, ROX Company GmbH celebrates its 20-year commitment as a supporter of this well-established event series.
​
The roots of the ARBÖ Tyrolean Championship in Auto Slalom go back to the early 1970s, when a group of motorsport enthusiasts decided to create a platform for auto slalom competitions. The goal was to promote motorsport in Tyrol while giving passionate drivers the opportunity to compete in a fair contest. The first championship took place in 1974 and immediately attracted a large number of participants and spectators.
​
The event quickly evolved, and thanks to the commitment of ARBÖ, the championship has always been professionally organized. With the introduction of strict safety regulations and modern technology, the ARBÖ Tyrolean Championship in Auto Slalom has established itself as a well-structured and respected series, appealing to both amateur drivers and serious competitive racers.
​
Overall, the ARBÖ Tyrolean Championship in Auto Slalom is not just a competition, but a community of like-minded people who share a passion for cars and speed. It is the perfect opportunity for driving enthusiasts to showcase their skills, make new friends, and create unforgettable memories. Consequently, the championship remains a permanent fixture in Tyrol's motorsport culture and a story that is far from over.
We look forward to many more years of collaboration.
ROX Energy Drink was there!
Gulfood Dubai 2025
From February 17 to 21, 2025, the 30th edition of GULFOOD took place at the Dubai World Trade Center, and numerous visitors had the opportunity to experience the captivating energy of ROX Energy Drink up close. As one of the world's largest annual trade fairs for food and beverages, GULFOOD provides the ideal platform to introduce ROX's innovative and refreshing products to an international audience. At the ROX booth, visitors could enjoy an unforgettable experience that highlighted our commitment to quality and taste. Attendees had the chance to sample our beverage, learn about our sustainable sourcing practices, and interact with our team of experts. We look forward to seeing you again next year from January 26 to 30 at GULFOOD Dubai 2026!
Celebrating 20 Years of ROX Energy Drink in Mali
ROX Company celebrates a significant anniversary: the 20th anniversary of the distribution of ROX Energy Drink in Mali. On this special occasion, we have released a limited anniversary can that will be available during 2024 and 2025.
​
Since its founding in 1995, ROX Company has been committed to offering high-quality energy solutions that enable people to perform at their best. The special edition not only honors two decades of outstanding performance in Mali but also highlights the strong partnership between ROX Company and its local distributor, Mobilium SARL.
​
Sami Khalil, CEO of Mobilium SARL, expressed his pride in this long-standing collaboration: “We are incredibly proud to have worked with ROX Company for 20 years to bring their energy drinks to Mali. This special edition celebrates not only our shared success but also our commitment to offering our customers high-quality products that enrich their daily lives. We look forward to continuing this journey together.”
​
The anniversary edition of the ROX Classic Can is a homage to the product’s market launch in Mali in 2004 and symbolizes the brand’s commitment to quality, innovation, and community.
​
Michael Pammer, CEO of ROX Company, shared his excitement about this milestone: “This anniversary is a meaningful moment for us as we celebrate two decades of ROX Energy Drink in Mali. We are grateful for the unwavering support of our distributor Mobilium SARL and our customers in the region. This limited anniversary can stands for our commitment to quality, innovation, and the vibrant community that has embraced our products. Here’s to many more years of shared success!”
​
The limited anniversary can is not only a celebration of the past but also a reminder of the bright future of ROX Energy Drink in Mali. As we look ahead to the next chapter, we invite all our loyal customers and partners to join us in celebrating this memorable occasion. Cheers to 20 years of energy, innovation, and community in Mali!
ROX Energy Drink: Now available in Ivory Coast!
We are thrilled to announce the official launch of ROX Energy Drink in Ivory Coast! Since May 2025, our refreshing beverage is now available in this exciting part of Africa as well. This is a significant step for our company, and we’re excited to connect with the people there.
