Rubicon, the fast-growing major soft drinks brand from Barr Soft Drinks, is continuing to bring new and exciting flavours to the category with the launch of Rubicon Sparkling Rose Lemonade.
Launching exclusively in the convenience channel in March, Rubicon Sparkling Rose Lemonade will be available in 330ml and 500ml PMPs. The new flavour adds to the portfolio of the No.1 exotic carbonates brand, which boosted the category in the convenience channel by half a million pounds in the last year alone.
“Rubicon continues to go from strength to strength in convenience, offering retailers something different in the fixture that their shoppers love. We know unique flavours in convenient packaging formats appeal to shoppers. With Rose Lemonade launching in PMP in the most popular pack sizes, we’re confident this latest addition will quickly become a popular addition to the fixture,” said Adrian Troy, Marketing Director at Barr Soft Drinks.
Rubicon, which has seen extraordinary +89 per cent growth in the last two years and added £20m brand value post-covid, attributes its success to offering convenience retailers and their customers a winning combination.
“Shoppers are driven by new choice and value – attributes synonymous with Rubicon. With nearly twice as many shoppers searching for ‘exotic’ drinks during the summer months, Rose Lemonade is perfectly placed to win sales this summer,” adds Adrian.
The launch of Rubicon Sparkling Rose Lemonade will be supported by a strategic digital and out-of-home marketing campaign, in addition to the brands ongoing “Made of Different stuff” campaign, which saw an increase in penetration of +21 per cent across Rubicon (excluding RAW) last year.
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