Soft drinks giant rolls out its latest energy brand – PWR-BRU – to boost sales for c-store retailers
BARR Soft Drinks has powered up its energy drinks offering with the launch of new PWR-BRU.
The PWR-BRU range consists of the original Origin Irn-Bru flavour and three “knockout” fruity flavours with distinctive names: Diablo Cherry, Maverick Berry and Dropkick Tropical.
Non-HFSS and levy-free, PWR-BRU will be available in plain 500ml cans with an RRP of £1.40 and £1.19 PMPs.
Barr believes its new PWR-BRU offering will both disrupt and grow the Scottish big can energy market. The Cumbernauld firm says Irn-Bru has already delivered growth within the energy market, with the brand seen by consumers as having a natural fit with the category.
And Barr claims research has highlighted a customer desire for something bigger and bolder than the drinks offered by the usual brands.
Jonathan Kemp, commercial director at Barr Soft Drinks, said: “PWR-BRU is, without a doubt, the biggest launch of the year for the energy market. The energy market in Scotland is a fast-growing sector, delivering a third of total soft drinks category growth.
“However, only 25% of shoppers currently buy energy brands, so there is still huge growth potential.
“Irn-Bru Energy delivered £8.5million in category growth over five years and all our research was telling us that shoppers loved the unique Bru essence in an energy format.
“But they wanted us to go one step further with flavour and appearance. PWR-BRU is the brand to unlock incremental growth by offering something truly different, delivering an energy drink like no other brand can.”
Bosses believe PWR-BRU will do just that by combining the distinctive personality of Irn-Bru with the secret flavour essence and a bold design.
Barr said that, in consumer testing, a massive 98% of big can energy drinkers said they would buy PWR-BRU and more than 85% said they would make a repeat purchase of all flavours, showing that shoppers are keen to get their hands on the range.
A £3million launch investment will target 18 to 24-year-olds, the next generation of energy drinkers, using social media, brand influencers, sampling and outdoor posters, and will also include unmissable point-of-sale materials and a field-sales drive to create in-store theatre.
Barr said its field-sales team would support more than 4,000 Scottish retailers – the majority of them in the convenience channel – in the first few weeks of the launch.
Barr advises retailers that, to maximise the sales potential, the full range of four flavours with their bright and colourful pack designs should be stocked to drive excitement in the chiller.
Kemp said while Barr had the capability to produce other formats for PWR-BRU, the immediate focus was on a successful launch of the 500ml can.
But hinting at the potential to expand the range, he said: “Energy is a very fast-moving sub-category within soft drinks – with lots of NPD and limited editions being launched – watch this space!”
He concluded: “We’re confident that these four eye-catching, great-tasting new products will re-energise the category and drive incremental sales for retailers.”
