AG Barr’s Rubicon RAW, the UK’s fastest-growing energy brand,[1] is giving shoppers the chance to win the ultimate ski festival experience with a new on-pack promotion, launching mid-September.
One lucky winner will experience a weeklong whirlwind of sensational snowsports, apres-ski and parties with VIP tickets to Snowbombing Festival, which will take place in Austria in April 2026. They will receive access to the festival, accommodation and ski passes, providing an unforgettable snowboarding experience. There will also be hundreds of runner-up prizes to be won as well.
Running from mid-September, wholesalers and retailers will be able to drive sales with a full toolkit of impactful PoS.
The promotion will roll out on Rubicon RAW’s Raspberry & Blueberry, Orange & Mango and Apple & Guava flavours and customers can enter the competition by scanning QR codes on packs.
Lisa McKenna, Rubicon Brand Director at AG Barr, said: “Worth £2.7bn,[2] the energy drinks market continues to be lucrative for wholesalers and we see a massive opportunity in growing the segment further by reaching the 60% of shoppers who currently do not buy from the category.[3]
“Our commitment is to launch innovative products and campaigns that empower our partners to attract these new customers and engage with existing ones.
“Our partnership with Snowbombing Festival offers shoppers a chance to win a truly special experience. For wholesalers and retailers, it’s an impactful promotion designed to boost sales and profits.”
Launched in 2021, Rubicon RAW is now a firmly established must-stock in the energy category. The brand is the fourth biggest big can energy brand in the market[4] and the second most successful soft drinks innovation in the past four years.[5]
A third of the brand’s value has come from new shoppers[6] and 60% of sales are incremental to the category.[7]
Rubicon RAW is currently backed by a wider £1.5 million advertising investment this year, which is set to reach two in three big can drinkers by the end of 2025.
[1] Circana | Stimulant Energy Brands | Value | 26 w/e 14th September 2024
[2] Circana Total Market Stimulant Energy 52 w/e 19 April 2025
[3] Kantar, Dec 2024
[4] Circana | Total Market | Stimulant Energy | Major Brand | 26 w/e 03 August 2024
[5] Circana All Soft Drinks Launched after June 2020/Value Sales 52 w/e 06 July 2024
[6] Circana | Total Market | Stimulant Energy | Major Brand | Unit Sales % Change vs YA | 52 & 26 w/e 11th January 2025
[7] Kantar | Total Market | Total Energy | 52 w/e. 9th June 2024
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