Rubicon Sparkling Rose Lemonade is the latest launch from Barr Soft Drinks. Exclusive to the convenience channel, it is available in 330ml and 500ml price-marked packs (PMPs).
The new flavour adds to the portfolio of the number one exotic carbonates brand, which boosted the category in the convenience channel by £500,000 in the last year alone (Kantar data).
Adrian Troy, marketing director at Barr Soft Drinks, said: “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 PMPs in the most popular pack sizes, we’re confident this latest addition will quickly become a popular addition to the fixture.”
Troy added that Rubicon has seen +89% growth in the last two years and added £20m brand value post-covid (IRI data).
“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 (IRI) , Rose Lemonade is perfectly placed to win sales this summer,” he said.
The launch of Rubicon Sparkling Rose Lemonade will be supported by a digital and out-of-home marketing campaign, in addition to the brand’s ongoing ‘Made of Different stuff’ campaign, which saw an increase in penetration of +21% across Rubicon (excluding RAW) last year (Kantar).
