AG Barr-supplied energy drink, Rockstar, puts the success of its Supersours range down to its “non-energy” flavours. The latest, Blue Raspberry, launched last month.
Barr quotes Nielsen figures, which show the energy category as worth £934m, growing at 7% year on year. That’s twice as fast the overall soft drinks market. Barr also says big-can energy drinks are driving the category with year-on-year growth of 19%.
Adrian Troy, head of marketing, said: “Consumers love Rockstar because it doesn’t define how an energy drink should taste – it’s available in a wide variety of exciting flavours to offer plenty of choice.
“Rockstar SuperSours really struck a chord with energy consumers, who love to try new things.”