Ride Rubicon RAW to top of energy sales

AG Barr’s Rubicon RAW, the fastest-growing energy brand, 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 per cent of shoppers saying they would buy the range.

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 two in three 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, the brand’s sales are 60 per cent incremental to the category, providing wholesalers and retailers with a clear profit opportunity by stocking Rubicon RAW within their energy fixture.

“The energy drinks market remains one of the most profitable for retailers, driving nearly half of all drink-now soft drinks growth,” said Adrian Hipkiss, Head of Energy Brands at AG Barr. We’re proud to be one of the best-performing ranges in energy, recruiting more shoppers than competitor brands and delivering a 75 per cent repeat purchase rate.

“There’s still a huge opportunity for growth, as 60 per cent of shoppers still don’t buy into the energy category 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 per cent real fruit juice content, which together with natural caffeine and B-vitamins provides a big energy hit that’s full of flavour.”

On shelf from 1 February in 500ml x 12 Plain and £1.19 PMP cans

RRP: PLAIN PACK £1.25