DRINKS giant AG Barr is combining two styles of soft drink to create what it says will be a new category – energy water.
Rockstar Energy Water is an energy drink-vitamin water hybrid, merging what the company calls “two of the fastest growing soft drinks categories – flavoured energy (which it says was up 10% last year according to Nielsen) and flavoured water (up 9%).
Rockstar Energy Waters, with similar caffeine and energy but 50% less sugar and calories than standard Rockstar Energy, launches this month in 355ml cans in two flavours: Blueberry, Pomegranate & Acai; and Peach.
“We’ve listened to energy drinks fans and there’s huge demand for a product that delivers a full energy hit but feels more natural and lighter,” said head of marketing, Adrian Troy.
“Rockstar Energy Waters will bring new consumers into the energy category and the refreshing, lighter nature of the products, combined with a fantastic taste, will also open up new consumption occasions such as lunchtimes and after exercise.”
