Retailers can be set to ride a Wave of success
ENERGY drinks brand Rubicon Raw has unveiled its new limited-edition flavours with the roll out of its new Wave Editions.
Available from February for a 12 month period, the new 500ml can drinks will come in two new flavours for the brand with Berry & Grape and Peach & Apricot. Parent firm AG Barr said the two will continue to tap into the growth in mixed flavours across the energy drinks sector.
Both variants will come in 500ml plain cans for an RRP of £1.25, as well as £1.19 PMP cans.
The launch will be supported by the brand’s biggest evert marketing investment of a massive £1.5million throughout 2025 including influencer activity, mass sampling and a “heavyweight” social media presence that will see it reach two in three big can energy drinks consumers, says AG Barr.
Retailers will also be able to make use of the brand’s POS materials to help create some further in-store theatre and attract shoppers to the fixture and bring an extra boost to category 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 number one 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.”
