Twenty-six per cent of these consumers are ‘heavy drinkers’ (consuming more than two cans per week), while 85% of volume comes from these ‘heavy drinkers’. ![]() Meanwhile, looking at the big can energy drink market, 10% of the population are currently buying into this segment. The supplier will be launching a ‘Be a force of nature’ campaign “This reduces complexity and provides space for something new.” For those lacking space, he added it was a case of streamlining the range and removing varieties that offer the same flavours. Supporting the launch, the supplier is investing £1.5m throughout 2021 on its ‘Be a force of nature’ campaign, which will span sponsorships, partnerships and influencer collaborations on Instagram.Īsked where to site it in a chiller, Troy recommended convenience retailers place the cans next to existing big can energy drinks. The drinks also aim to recruit new shoppers to the category, moving away from ‘darker colours and masculine cues’, instead prioritising bright shades and mindfulness. ![]() Mule, Ultra Fiesta and Juiced Monarch join Monster range The range, available from 22 February in Orange & Mango, Raspberry & Blueberry and Cherry & Pomegranate varieties, comes with an RRP of £1.29 in 500ml plain and price-marked cans.ĭubbed as ‘next-generation energy’, Adrian Troy, marketing director at AG Barr, said the drinks are “much more natural in its makeup than the bulk of the brands that exist on the market at the moment”, containing 20% fruit juice, caffeine from green coffee beans and Vitamin B. Designed to capitalise on the growing big can energy drinks market, AG Barr has launched new Rubicon Raw.
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