AG Barr’s Rubicon RAW is giving shoppers the chance to win the ultimate ski festival experience with a new on-pack promotion, launching mid-September.
One lucky winner will experience a weeklong whirlwind of sensational snowsports, après-ski and parties with VIP tickets to Snowbombing Festival, which will take place in Austria in April 2026. They will receive access to the festival, accommodation and ski passes, providing an unforgettable snowboarding experience. There will also be hundreds of runner-up prizes to be won as well.
Running from mid-September, retailers will be able to drive sales in store with a full toolkit of impactful PoS.
The promotion will roll out on Rubicon RAW’s Raspberry & Blueberry, Orange & Mango and Apple & Guava flavours and customers can enter the competition by scanning QR codes on packs.
“Worth £2.7bn, the energy drinks market continues to be lucrative for retailers and we see a massive opportunity in growing the segment further by reaching the 60 per cent of shoppers who currently do not buy from the category," said Lisa McKenna, Rubicon Brand Director. “Our commitment is to launch innovative products and campaigns that empower our retail partners to attract these new customers and engage with existing ones.
“Our partnership with Snowbombing Festival offers shoppers a chance to win a truly special experience. For retailers, it's an impactful promotion designed to boost sales and profits."
Launched in 2021, Rubicon RAW is now a firmly established must-stock in the energy category. The brand is the fourth biggest big can energy brand in the market and the second most successful soft drinks innovation in the past four years.
A third of the brand’s value has come from new shoppers and 60 per cent of sales are incremental to the category.
Rubicon RAW is currently backed by a wider £1.5 million advertising investment this year, which is set to reach two in three big can drinkers by the end of 2025.
RRP: £1.19 PMP cans, £1.25 plain pack