AG Barr’s Rubicon Raw is inviting retailers to ride the wave to top energy sales with its new range Wave Editions.
Available from February as a 12-month limited edition range, Wave Editions will feature two 500ml ‘big can’ drinks in flavours berry & grape and peach & apricot.
Both variants will be available in £1.19 PMP cans as well as plain cans with an RRP of £1.25.
According to consumer research, both new flavours performed exceptionally well with 85% of shoppers saying they would buy the range.
The launch will be supported by the brand’s biggest ever marketing investment of £1.5m throughout 2025.
Influencer activity, mass sampling and heavyweight social media hope to see it reach two in three ‘big can’ energy drinkers.
The brand said retailers can make use of the it’s vibrant, eye-catching point of sale material to create in-store theatre and attract shoppers to the fixture and drive their sales.
Adrian Hipkiss head of Energy Brands at AG Barr said: “The energy drinks market remains one of the most profitable for retailers, driving nearly half of all drink-now soft drinks growth. 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.
“There’s still a huge opportunity for growth, as 60% of shoppers still don’t buy into the energy category and traditional energy drinks aren’t always seen as appealing for new shoppers. 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.”
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