Barr Soft Drinks has launched Rubicon Raw Wave Editions, a new two-strong big can range that will be available for 12 months from 1 February 2025.
Two new flavours – Berry & Grape and Peach & Apricot – come in cases of 12 x 500ml cans with an RSP of £1.25. Packs price marked at £1.19 will also be available.
AG Barr said the new flavours performed exceptionally 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. Influencer, mass sampling and social media activities will see it reach a predicted two-in-three big can energy drinkers.
Point of sale material is available help retailers create in-store theatre and attract shoppers to the fixture.
