Firm’s energy drinks provide caffeine fix for tough starts
DARKER mornings are rolling in and consumers will be struggling to feel much motivation to get out of bed.
To help fight the fatigue, there will be plenty of shoppers who will opt for an energy drink to help kick start the day and, with a big day ahead, there will be a demand for big-can energy options.
It’s this occasion that AG Barr reckons it stands ready to deliver on with its range of PWR-BRU drinks, capturing the thirst for energy drinks in large 500ml cans as well as the desire for fruity flavours.
Jonathan Kemp, commercial director at AG Barr, said: “The energy market is currently worth £300million more than just three years ago and flavours have added £25million over the last year.
“In Scotland, PWR-BRU has been driving sales in the energy drinks fixture since launching last summer, with 60% of sales incremental to the total category and 77% of consumers stating repeat purchase intention.”
However, even the morning caffeine fix needs to offer something more beyond the standard cup of coffee now.
Health has dominated plenty of shoppers’ choices these last few years, so energy drinks with some added benefits will help to deliver that, says Kemp.
He said: “Rubicon Raw is perceived as the most different energy brand in big can and 50% of shoppers see it as being a natural energy drink, thanks to the natural caffeine and fruit juice content.
“That’s higher than any of its big can energy competitors, by some margin.”
