• Products: Rubicon Raw Wave Editions Berry & Grape, Peach & Apricot
• Supplier: AG Barr
• RRP: £1.19 PMP
• Available: February

AG Barr is launching two new Rubicon Raw energy-drink varieties, Berry & Grape and Peach & Apricot, as Wave Editions.

The two new flavours are available from February as a limited-edition range for 12 months in 500ml can formats.

They will be supported by a £1.5m marketing investment, the brand’s largest ever, including influencer activity, social media and mass sampling, which the supplier hopes will reach two out of three big can energy drinkers.

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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.”

Rubicon Raw is the fourth-biggest big-can energy brand, whose sales are 60% incremental to the category.

Hipkiss added: “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.”

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