Rubicon RAW is set to supercharge the energy drinks category with trending cherry flavoured NPD.
Available in two variants from mid-March – Cherry Burst and Zero Added Sugar Cherry Raspberry; the brand is driving category sales by listening to consumer demand for trending flavour innovations.
Lisa McKenna, Rubicon Brand Director at AG Barr says: “Rubicon RAW brings a fresh point of difference to the energy fixture, combining big, bold flavours with real fruit juice and natural caffeine to tap into evolving shopper demand.
“With innovation driving 62% of energy category growth last year1 and demand for cherry flavoured energy drinks soaring, these new flavours offer retailers a strong opportunity to attract new shoppers, drive incremental sales and increase basket spend.
“Energy drinks make up 41% of drink now soft drinks sales and we’re seeing the fastest growth come from ‘natural energy[1], highlighting the demand from shoppers.
“This innovation, with its bold and colourful packaging, is designed to stand out in chillers and help retailers maximise growth in one of the most dynamic categories in store.”
To drive strong consumer awareness and sustained demand, the brand will be supported throughout 2026 with an enhanced always-on social media campaign reaching 8.8M consumers, ensuring continuous engagement with its core audience.
This will be complemented by high-footfall sampling activity designed to drive trial, encourage repeat purchase and create additional pull-through in store, helping retailers benefit from increased shopper traffic and rate of sale.
Retailers should stock both new variants and make the most of our high-impact PoS suite to create in-store theatre to maximise their sales.
[1] Circana, Value Sales, 52 w.e. 24th January, Total Coverage
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