AG Barr’s Rubicon RAW, the fastest-growing energy brand[1], is inviting retailers to ride the wave to top energy sales with new Rubicon RAW Wave Editions.
Available from February 2025 as a 12-month limited edition range, the two 500ml Big Can drinks will come in two exciting new flavours, Berry & Grape and Peach & Apricot, tapping into the growth in mixed flavours within energy drinks.
Both new flavours performed exceptionally well in consumer research with 85% of shoppers saying they would buy the range[2].
The launch will be supported by the brand’s biggest ever marketing investment of £1.5 million throughout 2025. Influencer activity, mass sampling and heavyweight social media will see it reach 2 in 3 Big Can Energy Drinkers.
Retailers can make use of the brand’s vibrant, eye-catching point of sale material to create in-store theatre and attract shoppers to the fixture and drive their sales.
Rubicon RAW has quickly established itself as a must stock in the energy category. As the fourth biggest big can energy brand on the market[3], the brand’s sales are 60% incremental to the category[4], providing wholesalers and retailers with a clear profit opportunity by stocking Rubicon RAW within their energy fixture.
Adrian Hipkiss, Head of Energy Brands at AG Barr, says: “The energy drinks market remains one of the most profitable for retailers, driving nearly half of all drink-now soft drinks growth[5]. We’re proud to be one of the best-performing ranges in energy, recruiting more shoppers than competitor brands[6] and delivering a 75% repeat purchase rate[7].
“There’s still a huge opportunity for growth, as 60% of shoppers still don’t buy into the energy category[8] and traditional energy drinks aren’t always seen as appealing for new shoppers. Our two new flavours, alongside our core five, offer something truly different as we appeal to a much broader base of consumers with different energy needs. The No. 1 reason shoppers choose Rubicon RAW is its 20% real fruit juice content, which together with natural caffeine and B-vitamins provides a big energy hit that’s full of flavour.”
[1] Circana | Stimulant Energy Brands | Value | 26 w/e 14th September 2024
[2] JVA Research | Quantitative Pipeline Flavours Test | August 2023
[3] Circana | Total Market | Stimulant Energy | Major Brand | 26 w/e 03 August 2024
[4] Kantar | Total Market | Total Energy | 52 w/e. 9th June 2024
[5] Circana All Outlets Value Sales 52 w/e 07 Sep, 2024 vs 52 w/e 10 Sep, 2022
[6] Kantar| Total Market | Total Energy | 52 w/e 09 June 2024
[7] Kantar | Omnibus Tracking | MAT March 2024
[8] Kantar| Total Market | Total Energy | 52 w/e 09 June 2024
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