A.G. Barr targets new energy occasion with NPD

A.G. Barr has further expanded its broad portfolio of energy drinks with the launch of a new beverage designed to prepare consumers for extreme mental and physical performance.

Rockstar Xdurance, which contains electrolytes, caffeine and Vitamin B complex, is ideal for consumers seeking an extra boost ahead of activity or exertion.

“The ‘Big Can’ energy category is experiencing huge growth – it’s currently growing five times faster than the total soft drinks category*1,” says Adrian Troy, Head of Marketing for A.G. Barr. “We aim to help retailers take advantage of this trend by offering a Rockstar variant for every occasion in the day.

“The Rockstar brand already allows retailers to cater for a variety of occasions, including revitalisation, everyday invigoration and recovery.

“Rockstar Xdurance prepares consumers for what lies ahead – whether it’s a sporting event or mental activity such as work.”

A lightly carbonated blueberry, pomegranate and acai flavoured drink, Rockstar Xdurance is presented in a high-impact, 500ml can.

A.G. Barr is attracting even more consumers to the brand this year with its biggest ever sponsorship deal. The brand has embarked on a multi-year sponsorship agreement with reigning MotoGP world champion, Jorge Lorenzo. This sponsorship is being celebrated with a variety of special activities and promotions for both consumers and retailers.

Since launching in the UK in 2007 the Rockstar brand has gone from strength to strength. Valued at £12.5m, it is now growing at +49 percent**.

RRP: Available in plain pack and trial price of 99p

* Source: Nielsen Scantrack – MAT 16/4/11

** Nielsen Scantrack – Total Coverage Value Sales MAT 19/03/11

A.G. Barr

Tel: 01204 664 295