The market continues to grow, with more flavours, formats and brands launching each year. Most recently, Coca- Cola Europacific Partners (CCEP) expanded its Monster range with two new flavours, Monster Ultra Gold and Monster Juiced Khaotic. The range comprises four flavours: Cherry & Pomegranate, Orange & Mango, Raspberry & Blueberry and the recently launched Apple & Guava.

They take like a fruity explosion in your mouth. The fruit pairing of each flavour dominates the taste buds, making you feel like you’re tasting fresh-squeezed juice rather than an energy drink. The carbonated taste barely comes through, and each swig has a delayed explosion of fruity freshness. Is Rubicon Raw Energy Drink worth the Hype? Energy drink consumers are brand loyal, though, according to Red Bull. “Shoppers will actively look for their drink of choice when seeking a functional boost, with 33% of consumers always going for their favourite brand and choosing it regardless of their venue or situation,” says a spokesperson for the manufacturer. Troy said Apple & Guava has exceeded AG Barr’s expectations since it launched in May, with research and insight consultant agency JVA finding that 90% of shoppers would buy the flavour again.Guarana extract can help reduce fatigue, improve focus, and has many other benefits, while Ginseng is widely regarded as a miracle drug. It increases energy levels, improves cognitive function, and lowers blood sugar. According to Troy, the addition of a 500ml variant offers retailers the “opportunity to build on the success of Irn-Bru Energy.” In market research, consumers said that Rubicon RAW delivers on taste and exciting, interesting flavours more than its Big Can Energy competitive set. The Rubicon RAW Apple & Guava flavour allows us to grow our brand, but more importantly, it allows retailers to invigorate and excite their category with a product that has delivered exceptional results in consumer research.”

They are worth the hype. Barr’s set out to create the ultimate energy drink, blending the refreshing taste of everyday juice with the instant energy that caffeinated drinks provide. Nothing on the market strikes that balance like Rubicon RAW does.Rubicon RAW meets the needs of this new audience and 60% of the brand’s sales have been incremental by recruiting new and lapsed energy consumers. *8 Current consumers are buying Rubicon RAW more frequently than other brands in the market, helping us drive category sales. Each contains 20% fruit juice and a slew of performance-boosting natural ingredients that are supposed to pump you full of energy and take the edge off a crash. The new Apple & Guava flavour will be supported with a wide ranging social and digital marketing campaign as well as impactful instore POS materials.

The energy market is changing and consumer needs have changed. Energy is no longer the reserve of the traditional young gamers. Innovation has seen the consumer base shift and the category must be exciting and varied to keep a broader range of shoppers engaged. And when it comes to trends within this growing category, they may have also noticed one format in particular has been gaining serious ground. Rubicon RAW from Barr Soft Drinks has made a significant impact in its first 12 months, selling over 11 million cans *1. Rubicon RAW Apple & Guava joins our three existing, great tasting flavours and has exceeded our expectations in research with 90% of shoppers saying that they would buy it again and 87% rating it as good or excellent *3.Both are staples among the healthiest energy drinks on the Market. However, what sets Rubicon Raw apart from its competition is the source of its Caffeine. According to IRI research covering the year to 25 December 2021, over one in three soft drinks sold in convenience stores were energy drinks.