AG Barr is launching a range of energy drinks, Rockstar Revolt, this month. Available in Killer Citrus and Killer Cooler variants, the 500ml cans are price-marked at 99p and come in cases of 12.
“Energy is a hugely important category for retailers, accounting for more than one in every three drinks purchased,” says Adrian Troy, marketing director.
“Big can flavoured energy continues to drive the category and Rockstar flavours are the star performers, delivering 50% of sales.”
Rockstar Revolt is a full-flavoured, zero-sugar energy drink that “will appeal to the growing number of consumers who want zero-sugar energy, but don’t want it to look, feel, perform or taste different to full-sugar energy”, says Troy.
The launch is supported by heavyweight sampling and a social media campaign. With an impactful design, the can will provide on-shelf standout to drive consumer trial. “Shoppers are constantly seeking new energy flavours and the new Rockstar Revolt packs will add excitement to the fixture,” Troy comments.