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Rockstar Energy® has shaken up the energy drinks category with the launch of its 330ml £1 price-marked pack can. The new pack has made its debut with a limited-edition Blood Orange Zero Sugar flavour, but is also available in Peach, Blueberry and Strawberry & Lime flavours.
Available now, the latest format and flavour is designed to bring new shoppers into the category by targeting those that don’t typically buy energy drinks. A common barrier to entry for the category is the larger 500ml format – Rockstar Energy® is seeking to offer a more accessible size with the 330ml can. This is a volume most shoppers will be familiar with from other soft drink choices – be that cola, or fruit flavoured carbonates.
With the help of Rockstar Energy®, retailers have recently brought the concept to life. The brand has provided sampling opportunities and activations to a range of c-store retailers, amplifying the option to appeal to new consumers. Through bold point of sale and simple execution, these stores were supported to help boost trial and shopper engagement, with the ultimate goal of improving sales success.
Suki Athwal from Shop Around the Clock, of the activation hosted at his store, said: “Energy drinks are a big part of our sales, and Rockstar’s new smaller cans have helped add a new option for customers that aren’t existing buyers. The activation was simple to set up, looked great in-store and caught people’s attention straight away. What’s great for us, is seeing customers who don’t usually buy energy drinks give them a try. Having Rockstar’s support made it easy for us to make the most of the opportunity.”
Why is Rockstar Energy® the right choice?
- The energy category continues to expand, with stimulants now worth £1.9 billion and growing by over 12.7% in the last year[1]
- However, only 7.1% of convenience shoppers currently buy energy drinks[2], showcasing an opportunity to recruit more shoppers.
Register today and make the most of Carlsberg Britvic’s At Your Convenience platform, which provides support and advice for retailers and their soft drinks range, as well as free point of sale materials.
[1] NielsenIQ RMS, GB Total Coverage, Value, Total Stimulants, Carlsberg Britvic defined MAT to w/e 26.07.25
[2] Lumina Intelligence Convenience Tracking Programme, Energy Drink Shopper, MAT 20.07.25 vs YA
