Barr Soft Drinks is driving innovation in the energy drinks category with the launch of Rockstar Twister; a new range from the UK’s largest big can flavoured energy brand.*1
Available from 1st January 2019 in two exciting flavours – Smashed Blue Raspberry and Wacked Red Berry – Rockstar Twister taps into the current trend for retro flavours, offering a full flavour hit at only 25 calories per 100ml.
“Rockstar remains the category leader in innovation, with our most recent innovation, Rockstar First Start, selling 3.9 million cans since it was launched earlier this year,*2” says Adrian Troy, Marketing Director at Barr Soft Drinks.
“The introduction of Rockstar Twister will kickstart energy drinks innovation for 2019, offering the great tasting, full flavour energy boost that shoppers have come to expect from Rockstar, with a retro twist – and fewer calories.
“The new range performed extremely well in consumer taste tests, with 71% saying they would buy.*3 The bold, impactful packaging will also drive standout on shelf and, in turn, enable retailers to grow sales from the energy category.”
Barr Soft Drinks recommends that retailers merchandise new Rockstar Twister as part of the ‘on the go’ section of the chiller to meet the needs of busy shoppers. Nearly 1 in 3 purchases in this section is an energy drink, so it’s crucial that retailers offer the right range of products and flavours to meet this need.*4
*1: IRI Marketplace, Value Sales, 500ml Big Can Flavoured Energy, MAT to 07.010.18, GB Convenience
*2: IRI Marketplace, Value Sales, MAT to 07.10.18, Total Coverage
*3: JVA Research, April 18
*4: IRI Marketplace, Value Sales, MAT to 07.10.18, GB Convenience