Continuing its mission to bring great tasting flavours to the ‘better for you’ energy drinks market, Rubicon RAW will also be bringing great value to millions of shoppers with £1 PMP cans.
The brand will also be driving awareness with always-on social content centering around its new ‘Feel Real Alive’ campaign, reaching approximately 8.8m consumers
The brand activity, starting in June, is set to build on the momentum of its newest launches – Cherry Burst and Zero Added Sugar Cherry Raspberry, which see purchase intent of 84% and 82%, respectively, significantly higher than its closest competitors.
Lisa McKenna, Rubicon Brand Director at AG Barr, says: “This summer is a big moment for Rubicon RAW, as we build further on what sets us apart from the rest of the market – our big, bold flavours, real fruit juice, natural caffeine content and affordability. Consumers consistently score us ahead of other brands in the energy fixture in terms of being different and a more natural offering[1], which are both key growth drivers for us.
“With 86% of consumers wanting better value in 2026[2], and ‘better for you’ energy becoming the fastest growing segment of the category (+21.4%[3]), Rubicon RAW really is perfectly placed to help retailers tap into incremental energy sales, with our bold new cherry flavours at the forefront of the fixture and an unmissable £1 PMP.”
Data shows that almost 40% of RAW shoppers were new to the category over the last year[4], which further highlights the brand’s appeal to consumers looking for something different.
Retailers should stock Rubicon RAW £1 price-marked alongside other 500ml cans within their energy fixture to maximise the sales benefit from the growing ‘better for you’ energy market.
[1] Kantar Energy & Sports U&A report Nov 2025
[2] Circana Value Sales, Drink Now Sports & Energy MAT to 28/03/26, Total Coverage
[3] TWC Trends
[4] AG Barr Retailer Data 2026
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