Barr Soft Drinks has revealed a new energy drink range called Rubicon Raw, which aims to take advantage of the ‘big can’ market.
The range comprises three variants – Raspberry and Blueberry, Orange and Mango and Cherry and Pomegranate, and the launch will be supported by a £1.5m consumer, social and shopper marketing campaign designed to raise awareness and encourage trial.
“We’ve launched Rubicon Raw to meet the needs of today’s developing Energy consumers,” said Adrian Troy, marketing director at Barr Soft Drinks.
Read more: Barr Soft Drinks adds to low-calorie range
“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,” he added.
He also explained that 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.”
The 500ml products will be available to wholesalers in plain pack and PMP with in-depot POS planned to entice retailers.