Rubicon RAW Apple & Guava Energy Drink, 20% Fruit Juice, High Caffiene with B-Vitamins, Ginseng & Guarana, No Artificial Colours or Flavours, Reduce Tiredness & Boost Energy - 12 x 500ml Cans

Product Information

Scotland’s retailers will know this intuitively, having witnessed demand for energy drinks in their stores.

Rubicon RAW from Barr Soft Drinks has made a significant impact in its first 12 months, selling over 11 million cans *1. Apple & Guava, which joins the three existing Rubicon RAW flavours, exceeded Barr Soft Drinks’ expectations in research, with 90% of shoppers saying that they would buy it again and 87% rating it as good or excellent (JVA). In market research, consumers said that Rubicon RAW delivers on taste and exciting, interesting flavours more than its Big Can Energy competitive set. The Rubicon RAW Apple & Guava flavour allows us to grow our brand, but more importantly, it allows retailers to invigorate and excite their category with a product that has delivered exceptional results in consumer research.”Troy said Apple & Guava has exceeded AG Barr’s expectations since it launched in May, with research and insight consultant agency JVA finding that 90% of shoppers would buy the flavour again. The range comprises four flavours: Cherry & Pomegranate, Orange & Mango, Raspberry & Blueberry and the recently launched Apple & Guava. The market continues to grow, with more flavours, formats and brands launching each year. Most recently, Coca- Cola Europacific Partners (CCEP) expanded its Monster range with two new flavours, Monster Ultra Gold and Monster Juiced Khaotic.

Flavoured energy drinks now account for more than half of all volume sold, so it’s important retailers offer a wide range of formats to cater for all shoppers,” says Adrian Troy, marketing director at Barr Soft Drinks. The energy market is changing and consumer needs have changed. Energy is no longer the reserve of the traditional young gamers. Innovation has seen the consumer base shift and the category must be exciting and varied to keep a broader range of shoppers engaged.” Vasanti Jesani, of Cellar 57 in Atherton, Greater Manchester, says the energy drinks market is dominated by flavour. “Shoppers love the Monster Original, Punch and Mango flavours, and other trends don’t really come into play,” she says. “Shoppers like trying new flavours.” Rubicon RAW meets the needs of this new audience and 60% of the brand’s sales have been incremental by recruiting new and lapsed energy consumers. Current consumers are buying Rubicon RAW more frequently than other brands in the market, helping us drive category sales.

Ingredients

Rubicon energy drink is a series of Energy drinks made by Barr’s, a soft drink manufacturer based in Cumbernauld, Scotland, and it’s marketed as the tastier, healthier alternative to energy drinks like Red Bull, Monster, and Lucozade. IRI Marketplace data revealed Irn-Bru Energy is growing four times faster than the energy market at the moment and Troy said the brand is delivering incremental sales to retailers. Barr Soft Drinks’ Troy has also reported this shift, but recognises the importance of offering both options. He says: “Sugar is an important component of energy for most consumers, but a growing number are looking for a lower-calorie or even sugar-free option.

Low- and no-sugar energy drinks have had faster growth than full-sugar varieties, according to Red Bull, with 21.8% growth versus full-sugar’s 16.9%. The fourth largest flavoured big can energy brand in the market *2, Rubicon RAW is launching a new flavour to accelerate growth further.Barr Soft Drinks recently launched Rubicon Raw Apple & Guava to help retailers capitalise on demand for new flavours. Troy adds: “In market research, consumers said Rubicon Raw delivers on taste and interesting flavours more than its big-can energy competitive set. Meanwhile, Suntory Beverage & Food GB&I’s (SBF GB&I) Lucozade Alert is expanding its range, with an Original variety joining the brand’s Tropical and Cherry flavours. Rubicon Raw Energy drinks also contain a fair bit of caffeine. Each can contains 160mg of caffeine. That is the same amount of caffeine a Monster energy drink contains. How do Rubicon Raw Energy Drink taste?

Rubicon RAW meets the needs of this new audience and 60% of the brand’s sales have been incremental by recruiting new and lapsed energy consumers. *8 Current consumers are buying Rubicon RAW more frequently than other brands in the market, helping us drive category sales. Both are staples among the healthiest energy drinks on the Market. However, what sets Rubicon Raw apart from its competition is the source of its Caffeine. They take like a fruity explosion in your mouth. The fruit pairing of each flavour dominates the taste buds, making you feel like you’re tasting fresh-squeezed juice rather than an energy drink. The carbonated taste barely comes through, and each swig has a delayed explosion of fruity freshness. Is Rubicon Raw Energy Drink worth the Hype? Energy drink consumers are brand loyal, though, according to Red Bull. “Shoppers will actively look for their drink of choice when seeking a functional boost, with 33% of consumers always going for their favourite brand and choosing it regardless of their venue or situation,” says a spokesperson for the manufacturer. The number one reason consumers like Rubicon Raw is that it’s made with 20% real fruit juice, which together with caffeine from green coffee beans and B-vitamins provides a big energy hit that is full of flavour.

Storage

In 2021, Rubicon launched an energy drinks range, called Rubicon Raw Energy. It was launched in three flavours, orange & mango, raspberry & blueberry and cherry & pomegranate. [3] In 2022, an apple & guava flavour was released. [4] In 2023, pineapple & passionfruit was added to the range. According to Troy, the addition of a 500ml variant offers retailers the “opportunity to build on the success of Irn-Bru Energy.”