AG Barr is extending its Rubicon RAW Big Can energy drinks range with two new flavours – Berry & Grape and Peach & Apricot – which aim to tap into the growth of mixed flavours in the category.
Rolling out from 1 February as a 12-month limited edition, the two 500ml drinks will be available in a plain pack and £1.19 PMP.
The company noted that both new flavours performed well in consumer research, with 85% of shoppers saying they would buy the range.
The launch will be supported by the brand’s biggest-ever marketing investment of £1.5m throughout 2025, including influencer activity, sampling and social media.
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.
“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 No. 1 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.”
