Rubicon RAW unveils two limited-edition variants
Two new Rubicon RAW Wave Editions have been unveiled by AG Barr.
Available from February for 12 months, the 500ml drinks come in Berry & Grape and Peach & Apricot variants, tapping into the growth in mixed flavours within energy drinks. The 500ml cans are offered price-marked at £1.19 and non-price-marked (rsp £1.25), with 12 cans to a case.
In consumer research, 85% of shoppers said they would buy the range (JVA Research).
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 the campaign 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 sales.
Rubicon RAW has established itself as a must stock in the energy category. As the fourth biggest big can energy brand on the market (Circana), the brand’s sales are 60% incremental to the category (Kantar).
Adrian Hipkiss, head of energy brands at AG Barr, says: “The energy drinks market remains one of the most profitable for retailers, driving nearly half of all drink-now soft drinks growth (Circana). We’re proud to be one of the best-performing ranges in energy, recruiting more shoppers than competitor brands and delivering a 75% repeat purchase rate (Kantar).
“There’s still a huge opportunity for growth, as 60% of shoppers still don’t buy into the energy category (Kantar), and traditional energy drinks aren’t always seen as appealing for new shoppers,” he continues.
“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% real fruit juice content, which together with natural caffeine and B-vitamins provides a big energy hit that’s full of flavour.”
