Exclusive to the convenience channel, Barr Soft Drinks is releasing Rubicon Sparkling Rose Lemonade this month.
The drink will available in a 330ml £1 pricemarked pack (PMP) and a 500ml 79p PMP. Barr claims Rubicon is the number one exotic carbonates brand (Kantar) and that it boosted the category in the convenience channel by half a million pounds in the last year alone (ibid).
Adrian Troy, Marketing Director at Barr Soft Drinks says: “Rubicon continues to go from strength to strength in convenience, offering retailers something different in the fixture that their shoppers love. We know unique flavours in convenient packaging formats appeal to shoppers. With Rose Lemonade launching in PMP in the most popular pack sizes, we’re confident this latest addition will quickly become a popular addition to the fixture.”
Rubicon has seen phenomenal +89% growth in the last 2 years (IRI) and added £20m brand value post-covid (ibid).
“Shoppers are driven by new choice & value – attributes synonymous with Rubicon,” adds Troy. “With nearly twice as many shoppers searching for ‘exotic’ drinks during the summer months [IRI], Rose Lemonade is perfectly placed to win sales this summer
The launch of Rubicon Sparkling Rose Lemonade will be supported by a strategic digital and out-of-home marketing campaign, in addition to the brands ongoing ‘Made of Different stuff’ campaign, which saw an increase in penetration of +21% across Rubicon (excluding RAW) last year (Kantar).
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