Skip to content
Search
AI Powered
Latest Stories

Rubicon Raw sponsors Boardmasters Festival as part of £2m campaign

Rubicon Raw sponsors Boardmasters Festival as part of £2m campaign

Barr Soft Drinks is making its biggest ever investment in an energy brand with the launch of a £2 million campaign for Rubicon RAW. This investment, which includes sponsorship of this year’s Boardmasters Festival, will reach over 11 million energy shoppers.

Launched just 18 months ago, Rubicon RAW has quickly made an impact on the energy drinks category, becoming the fourth largest flavoured big can energy brand in the market and selling over 11 million cans.


“Rubicon RAW has had a phenomenal first year, establishing itself as an important part of the category,” said Adrian Troy, Marketing Director.

“60 per cent of the brand’s sales have been incremental by recruiting new and lapsed energy consumers and current consumers are also buying Rubicon RAW more frequently than other brands in the market.

“We’ve planned an epic year of activity to build on this success where we will engage a broad range of consumers and drive shoppers to fixture to increase category sales.

“We’re really excited to be the Official Partner of Boardmasters, as the exclusive Energy Drink sponsor. The five-day event in August is packed with live music from global headline acts and world-class surfers, creating an opportunity for us to build Rubicon RAW into the hearts and minds of core energy consumers,” Troy added.

Rubicon RAW will have huge visibility at Boardmasters Festival and will be the Exclusive Energy drink poured at all event bars. The sponsorship will be supported with an always-on marketing campaign, to continue driving brand awareness and loyalty with new and existing energy shoppers. This will include impactful POS materials to create in-store theatre and drive retailer sales.

“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. That’s why Rubicon RAW has been so successful, it meets their needs by delivering on taste. Made with 20% real fruit juice with caffeine from green coffee beans and B-vitamins it provides a big energy hit that is full of flavour,” concluded Troy.

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, so it’s important that retailers offer a wide range of flavours to cater to shoppers.

Retailers should make use of RAW's impactful branded POS to create in-store excitement and drive incremental category sales.

More for you

STG’s festive favourite has a new limited-edition pack

STG’s festive favourite has a new limited-edition pack

Scandinavian Tobacco Group UK is pleased to introduce this year’s limited-edition pack for its ever-popular Henri Wintermans Half Corona brand, which is available to retailers now.

The Henri Wintermans Half Corona is easily the biggest brand in the medium / large segment and is now the UK’s fifth biggest selling cigar in value terms, with annual sales worth £16.3m. This new limited edition “Gentleman” pack adds a personal touch to the brand and celebrates its long heritage and continuing success, designed in a timeless pin stripe suit with the logo and information stitched into the fabric, which reflects both the aspirational nature of the product and the attention to detail that goes into crafting these fine cigars. Despite the changes to the packaging, the cigars inside of course remain the same.

Keep ReadingShow less
Häagen-Dazs' unveils limited edition festive flavours

Häagen-Dazs' unveils limited edition festive flavours

Häagen-Dazs ice cream has unveiled its latest Limited Edition Festive Collection, designed to cater to shoppers looking for the perfect, seasonal treat. The collection is launching in grocery throughout October, helping retailers tap into the "big night in" occasion, which is expected to ramp up across the month with longer evenings and increased at-home entertaining.

The range features two indulgent SKUs: the return of fan-favourite Red Velvet Cheesecake, and new Mint Chocolate, a luxurious version of a much-loved classic. The collection is well positioned to meet demand for familiar tastes: two thirds of UK adults say they look for high-quality ice cream in well-known and classic flavours , with nostalgic and premium ice cream driving category growth.

Keep ReadingShow less
Pepsi Max helps retailers score big with return of  EA Sports FC on-pack promotion

Pepsi Max helps retailers score big with return of EA Sports FC on-pack promotion

Pepsi is teaming up with EA Sports FC for the second year running, with a bigger and better on-pack promotion set to give away even more gaming prizes to shoppers across additional Pepsi SKUs and formats.

Available now, the campaign aims to drive excitement among a wide range of customers in-store, from football fans to gamers, to encourage on-the-go and impulse cola sales.

Keep ReadingShow less
Kick off the Premier League in-store with Guinness’s Community Grant

Kick off the Premier League in-store with Guinness’s Community Grant

Win £5,000 to donate to a local football initiative

Guinness is kicking off the Autumn with a new Premier League partnership. The four-year agreement will see Guinness become the Official Beer of the Premier League, and Guinness 0.0 as the Official Non-Alcoholic Beer. The partnership comes with Guinness looking to tap into culturally relevant occasions throughout the year and engage with a wider audience, reminding shoppers that football is a lovely game for a Guinness.

To recognise the vital role retailers play within communities, Guinness is giving one lucky retailer the chance to win a prize of £5,000 to donate to a local football initiative. From investing in training, to upgrading sports equipment, or purchasing new football kit, the £5,000 prize will help to improve access and enjoyment of the game locally. To enter the competition, existing Diageo One retailers simply have to visit Diageo One and complete a short form. If not yet a Diageo One member, all other retailers can enter by clicking here, and filling out a short form with their details.

Keep ReadingShow less
Forest Feast owner acquires Indie Bay Snacks

Forest Feast owner acquires Indie Bay Snacks

Snack manufacturer Kestrel Foods has acquired Indie Bay Snacks from Nurture Brands. The brand will join Kestrel Foods' award-winning portfolio of Forest Feast, ACTI-SNACK and Just Live a Little, continuing its trajectory to become a leading player in the snacking category.

Indie Bay Snacks offers consumers tasty and healthier savoury snacks within the grocery, travel and DTC channels. Its pretzel thins are a lighter, fun way to enjoy pretzels, with 70 per cent less fat than crisps.

Keep ReadingShow less