The Rubicon Raw Energy Drinks Come in Three Flavor Options
Michael Hemsworth — February 12, 2021 — Marketing
References: talkingretail
The Rubicon Raw energy drinks are a new range of refreshments from the brand that is targeted towards the changing preferences of consumers and their energy needs. The drinks will come in three flavor options including Orange & Mango, Raspberry & Blueberry and Cherry & Pomegranate, which are all made with 20% juice in the mix. The drinks are targeted at the growing alternative energy market where big can drinks are helping to drive growth amongst consumers.
The Rubicon Raw energy drinks were explained further by Marketing Director at Barr Soft Drinks Adrian Troy who said, "The average age of an energy drinker is older than one might think at 31, and their needs are moving on. Rubicon Raw ticks all their boxes and has performed exceptionally well in research. Consumers recognized that it offers something very new and different and it achieved exceptionally high purchase intention levels, with four in every five ‘big can’ energy drinkers expressing a positive intent to buy. Flavor remains important to energy drinkers; they are “looking for more than functionality” and want “a great tasting product." The number one reason consumers like Rubicon Raw is that it’s made with 20% real fruit juice, which together with caffeine from green coffee beans and B-vitamins provides a big energy hit that is full of flavor.”
The Rubicon Raw energy drinks were explained further by Marketing Director at Barr Soft Drinks Adrian Troy who said, "The average age of an energy drinker is older than one might think at 31, and their needs are moving on. Rubicon Raw ticks all their boxes and has performed exceptionally well in research. Consumers recognized that it offers something very new and different and it achieved exceptionally high purchase intention levels, with four in every five ‘big can’ energy drinkers expressing a positive intent to buy. Flavor remains important to energy drinkers; they are “looking for more than functionality” and want “a great tasting product." The number one reason consumers like Rubicon Raw is that it’s made with 20% real fruit juice, which together with caffeine from green coffee beans and B-vitamins provides a big energy hit that is full of flavor.”
Trend Themes
1. Juice-infused Energy Drinks - The combination of energy drinks and natural juice offers an innovative product in the energy drink market.
2. Alternative Energy Market - Consumers are increasingly opting for energy drinks with alternative ingredients and healthier options, paving the way for disruptive startups to enter the market.
3. Flavor and Functionality - Consumers are looking for a unique and enjoyable experience from their energy drinks, creating an opportunity for companies that specialize in flavor innovation and functional ingredients.
Industry Implications
1. Soft Drinks and Energy Drinks - The growing alternative energy market is creating a market opportunity for companies looking to expand their offerings with innovative products.
2. Juice and Beverage Industry - The inclusion of real fruit juice as a key ingredient in energy drinks can increase the appeal of juices and beverages to a wider range of consumers.
3. Functional Foods and Supplements - Energy drinks that contain functional ingredients such as B-vitamins and green coffee beans can tap into the growing functional foods and supplements market.
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