Barr Soft Drinks is launching energy drink Rubicon Raw.
“We’ve launched Rubicon Raw to meet the needs of today’s developing Energy consumers,” says Adrian Troy, Marketing Director at Barr Soft Drinks.
“We have invested heavily throughout the development of Rubicon Raw to understand the Energy consumer better, and what’s relevant in their lives today. They adopted the category as young adults, but many have matured and evolved as consumers since then, and they’re calling out for something new.
“The average age of an energy drinker is older than one might think at 31, and their needs are moving on. They are life maximisers, people who want to get the most out of life. Energy drinks fuel that lifestyle*1.
“Rubicon Raw ticks all their boxes and has performed exceptionally well in research. Consumers recognised that it offers something very new and different and it achieved exceptionally high purchase intention levels, with 4 in every 5 Big Can Energy drinkers expressing a positive intent to buy*2.
Energy has grown to become the top Drink Now segment of Soft Drinks worth £1.4bn and growing at 8%*3. Within this, Big Can Energy is driving the growth at 13%, highlighting an opportunity for retailers to take advantage of innovative NPD that meets the needs of today’s Energy drinker.
“Flavour remains really important to energy drinkers, they are looking for more than functionality, they want a great tasting product. Eight of the fastest growing Energy SKUs are flavoured, four of which are juice based*3,” adds Troy.
“The No. 1 reason consumers like Rubicon Raw is that it’s made with 20% real fruit juice*2, which together with caffeine from green coffee beans and B-vitamins provides a big energy hit that is full of flavour.”
The Rubicon Raw range comprises three variants – Raspberry and Blueberry, Orange and Mango and Cherry and Pomegranate, with natural flavours and no artificial colours.
“Rubicon is a big brand with broad appeal and a proven track record of delivering successful innovation. The brand’s launch of Rubicon Spring has brought 400,000 new shoppers into the category, delivering an incremental value increase of 75% and making it the UK’s number one sparkling flavoured water brand*4. We are confident that Rubicon Raw will help retailers provide Energy shoppers with the product they’re looking for – a big boost of energy with a fruity and refreshing taste experience,” concludes Troy.
The launch will be supported by a £1.5 million consumer, social and shopper marketing campaign designed to raise awareness and encourage trial.
In line with Barr Soft Drink’s commitment to environmental sustainability, the Rubicon Raw outer case will be wrapped in 100% recycled film, which has more than half the carbon footprint of its virgin plastic equivalent.
The levy free 500ml Rubicon Raw range is available in plain pack (RSP £1.29) and a £1.29 PMP with a range of in-store and in-depot POS to signpost the category and engage shoppers at the fixture.
Interested in stocking the range? Call us on 0330 390 5678 or email us on firstname.lastname@example.org
*1 TGI Q1 2020 Survey
*2 JVA Consumer Research, November 2020
*3 IRI Total Market Place MAT 04.10.20 Value Growth % and Vale Growth Actual
*4 Kantar, MAT to 04/10/20, GB Total Water