Rubicon Raw accelerates growth with new flavour

The fourth largest flavoured big can energy brand in the market, 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.

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Rubicon RAW Apple & Guava joins three existing flavours, and has exceeded expectations in research with 90 per cent of shoppers saying that they would buy it again and 87 per cent rating it as good or excellent.

“We know that new flavours drive interest and growth in the category, delivering £131m last year,” said 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. The Rubicon RAW Apple & Guava flavour allows us to grow our brand, but more importantly, it allows retailers 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 per cent, 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 per cent with Flavoured now accounting for over half of all volume sold.

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.

Tray added that 60 per cent of the brand’s sales have been incremental by recruiting new and lapsed energy consumers. "The No. 1 reason purchase driver for Rubicon RAW is it’s 20% real fruit juice content, which together with natural caffeine and B-vitamins provides a big energy hit that is full of flavour."