The fourth largest flavoured big can energy brand in the market*2, Rubicon RAW is launching a new flavour to accelerate growth further.
Rubicon RAW from Barr Soft Drinks has made a significant impact in its first 12 months, selling over 11 million cans*1.
Rubicon RAW Apple & Guava joins our three existing, great tasting flavours and has exceeded our expectations in research with 90% of shoppers saying that they would buy it again and 87% rating it as good or excellent*3.
“We know that new flavours drive interest and growth in the category, delivering £131m last year*2,” says Adrian Troy, Marketing Director at Barr Soft Drinks.
“In market research, consumers said that Rubicon RAW delivers on taste and exciting, interesting flavours more than its Big Can Energy competitive set*4. The Rubicon RAW Apple & Guava flavour allows us to grow our brand, but more importantly, it allows stores to invigorate and excite their category with a product that has delivered exceptional results in consumer research.”
The new Apple & Guava flavour will be supported with a wide ranging social and digital marketing campaign as well as impactful instore POS materials.
Now worth £1.6bn and growing at +14.2%*5, the energy drinks market is the biggest and most profitable drink-now segment in the UK. Big Can Energy is driving that growth at 22%*6 with Flavoured now accounting for over half of all volume sold*7, so it’s important to offer a wide range of flavours.
The energy market is changing and consumer needs have changed. Energy is no longer the reserve of the traditional young gamers. Innovation has seen the consumer base shift and the category must be exciting and varied to keep a broader range of shoppers engaged.
Rubicon RAW meets the needs of this new audience and 60% of the brand’s sales have been incremental by recruiting new and lapsed energy consumers.*8 Current consumers are buying Rubicon RAW more frequently than other brands in the market, helping us drive category sales.
Rubicon Raw appeals to all shoppers who are looking for great taste and appeals to a much broader base of consumers with different energy needs. The No. 1 reason purchase driver for Rubicon RAW is it’s 20% real fruit juice content*4, which together with natural caffeine and B-vitamins provides a big energy hit that is full of flavour.
*1: AG Barr Sales data
*2: IRI Marketplace, Value Growth % and Value Growth Actual, MAT 25.12.21, Total Coverage
*3: JVA Consumer Quant Research: January 2022
*4: BASIS Brand Tracking June – December 2022.
*5: IRI Marketplace, Value Sales, MAT to 25.12.21, Total Coverage
*6: IRI Marketplace, Value Sales, MAT to 25.12.21, Total Coverage
*7: IRI Marketplace, Volume Sales, Large Can Energy Drinks, MAT to 25.12.21, Total Coverage
*8:IRI Total Outlets to 27/11/21 & Tesco Dunnhumby TO 12/12/2021