New Rubicon Street Drinks

Rubicon Street Drink

New Rubicon Street Drinks provide a whole new world of refreshment.

Get ready for the hottest soft drinks launch this summer!

Barr Soft Drinks is enabling consumers to enjoy a whole new world of refreshment with the launch of Rubicon Street Drinks.

The category-boosting new range, from the UK’s No.1 exotic juice brand*1, features four unique flavours inspired by authentic street drinks from some of the world’s hottest places.

Launching in vibrant, eye-catching 330ml cans, Rubicon Street Drinks each contain still fruit juice with natural flavours and herbs.

Sharbat features the traditional Turkish flavour combination of Pomegranate and Rose and Mexico is the source of inspiration for Aqua Fresca, comprising watermelon, lime and mint flavouring. Indian Inspired Nimbu Pani includes lemon, cumin and mint flavours and African influences are found in Bissap, featuring hibiscus and ginger flavouring.

“Street food has captured the imagination of UK consumers in recent years and now Rubicon Street Drinks will enable consumers to discover a world of exciting, new soft drinks, using authentic flavours from the world’s hottest streets,” says Barr Soft Drinks Marketing Director Adrian Troy.

“People are becoming much more adventurous and are keen to explore new and fun flavours, both in food and drink. They are very motivated by authenticity and provenance and want to know the story of where the product comes from.”

In research, the range performed well with over 70% of shoppers expressing an intent to buy the range, and 95% of shoppers saying that they thought the range was modern, different, adventurous and eye catching.*2

The launch will be supported with £2 million brand investment, including a heavyweight, summer-long programme of marketing support.

 

 

 

 

Sources:
*1: IRI Marketplace, Value Sales, Single Flavour Exotic Juice Drinks, MAT to 28.02.18, Total Coverage
*2: JVA Quant Research, March 2018, Nationally Representative Sample


ENDS

Information issued on behalf of Barr Soft Drinks by MTJ Associates. For more details, please call Martin Jackson, Claire Murgatroyd, Alyssa James or Charlotte Alty on 01772 421442.

Issue date: May 2018


Notes to Desk:

About A.G.Barr p.l.c.

• Established over 140 years ago in Scotland, we are a FTSE 250 business operating across the UK with an annual turnover of £258.6m and a growing international presence.

• At our core, we are a successful branded soft drinks business, building a diverse and differentiated portfolio of great tasting brands that people love.

• We make it our business to understand what our consumers want.

• Whether it’s our iconic IRN-BRU, launched in 1901 and still going strong today, our market leading RUBICON exotic fruit juice drinks, or our pure, clear Scottish spring water STRATHMORE, our brands offer people a choice of great tasting products and bring exciting innovation to the market.

• Enhancing our portfolio, we also operate long-term successful partnerships, complementing our own range of products with the power of the ROCKSTAR and SNAPPLE brands in the UK and Europe.

• But we’re not just about soft drinks - with the addition of FUNKIN we have moved into the cocktail mixer segment, broadening and strengthening our portfolio with a unique and exciting market leading brand in a growing market.

• Employing almost 1,000 people across 10 UK locations, we are proud to be a sustainable business that listens to our consumers, builds lasting customer relationships, takes care of our employees, gives something back to our communities and works to minimise our environmental impact.