Rubicon Raw Energy is about as good as healthy energy drinks get. It tastes better than any energy drink we’ve tried before, making it one of the energy drinks we actually enjoy drinking. Its host of healthy ingredients and superfoods doesn’t hurt either. Rubicon RAW meets the needs of this new audience and 60% of the brand’s sales have been incremental by recruiting new and lapsed energy consumers. Current consumers are buying Rubicon RAW more frequently than other brands in the market, helping us drive category sales. Rubicon Raw appeals to existing energy shoppers who are looking for great taste or something that meets their needs better as they mature.

Both are staples among the healthiest energy drinks on the Market. However, what sets Rubicon Raw apart from its competition is the source of its Caffeine. Rubicon energy drink is a series of Energy drinks made by Barr’s, a soft drink manufacturer based in Cumbernauld, Scotland, and it’s marketed as the tastier, healthier alternative to energy drinks like Red Bull, Monster, and Lucozade. The four states are enjoyable refreshment, uplift & energise, special moments and positive choices,” says Gouldsmith. Barr Soft Drinks’ Troy has also reported this shift, but recognises the importance of offering both options. He says: “Sugar is an important component of energy for most consumers, but a growing number are looking for a lower-calorie or even sugar-free option.Apple & Guava, which joins the three existing Rubicon RAW flavours, exceeded Barr Soft Drinks’ expectations in research, with 90% of shoppers saying that they would buy it again and 87% rating it as good or excellent (JVA). The fourth largest flavoured big can energy brand in the market *2, Rubicon RAW is launching a new flavour to accelerate growth further. Troy also recommends making space on the fixture for different energy flavours. He says: “Consumers are increasingly choosing flavoured varieties when choosing an energy drink, with flavoured energy now accounting for 35% of the mainstream energy market and growing faster than original energy.

Each contains 20% fruit juice and a slew of performance-boosting natural ingredients that are supposed to pump you full of energy and take the edge off a crash. According to IRI research covering the year to 25 December 2021, over one in three soft drinks sold in convenience stores were energy drinks. Scotland’s retailers will know this intuitively, having witnessed demand for energy drinks in their stores.

Unlimited Access + Newsletters

Matt Gouldsmith, channel director for wholesale at SBF GB&I, says: “Stimulation energy drinks have had year-on-year growth of more than 22%. New flavours are important for retailers to continue to drive excitement and provide different options for shoppers in this growing category.” He said: “Big can energy is driving the growth at 22% with flavoured now accounting for over half of all volume sold, so it’s important that retailers offer a wide range of formats to cater for all shoppers. In 2021, Rubicon launched an energy drinks range, called Rubicon Raw Energy. It was launched in three flavours, orange & mango, raspberry & blueberry and cherry & pomegranate. [3] In 2022, an apple & guava flavour was released. [4] In 2023, pineapple & passionfruit was added to the range. Rubicon RAW from Barr Soft Drinks has made a significant impact in its first 12 months, selling over 11 million cans *1. Rubicon Raw Energy Drink makes good on its promise of Energy and flavour without sacrificing calories.