Barr Soft Drinks is today launching a Big Can Energy drink from Rubicon. Rubicon Raw, an innovation built on a foundation of consumer insight, claims to offer something new and different to today’s energy drinks market.
“We have invested heavily throughout the development of Rubicon Raw to understand the Energy consumer better, and what’s relevant in their lives today," said Adrian Troy, Marketing Director at Barr Soft Drinks of Raw's target market. "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."
Troy said that Rubicon Raw "ticks all their boxes" and that it performed exceptionally well in research: "Consumers recognised that it offers something very new and different and it achieved exceptionally high purchase intention levels, with four in every five Big Can Energy drinkers expressing a positive intent to buy."
Energy has grown to become the top Drink Now segment of Soft Drinks, worth £1.4bn and in 8 per cent growth. Within this, Big Can Energy is driving the growth at 13 per cent, highlighting an opportunity for retailers to take advantage of innovative NPDs.
"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," said Troy.
“The No. 1 reason consumers like Rubicon Raw is that it’s made with 20 per cent real fruit juice, 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 per cent and making it the UK’s number-one sparkling flavoured water brand. 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,” Troy concluded.
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.
