AG Barr extends Rockstar SuperSours energy range

ROCKSTAR SOURS RASPBERRYAG Barr is building on the success of its Rockstar SuperSours energy drink range with the launch of a new flavour.

It is adding SuperSours Blue Raspberry which joins other flavours including the first two introduced in February last year, BubbleBurst and Green Apple, available in a 500ml can.

The SuperSours range was one of the most successful new energy product launches of 2013 and has so far achieved sales of over £11 million.

The energy category is growing at 7% year on year – twice as fast as the overall soft drinks market – and is now worth £934million. Big can energy formats are driving the category with growth of 19% year on year.

Adrian Troy, head of marketing for AG Barr, said: “Within big can energy, flavoured variants are still the key drivers of growth in the category, growing at 52%. Rockstar is leading this trend with a 56% share of the flavoured energy market and seven out of the top 10 fastest-selling big can energy drinks.

“Consumers love Rockstar because it doesn’t define how an energy drink should taste – it’s available in a wide variety of exciting flavours to offer plenty of choice.

“Rockstar SuperSours really struck a chord with energy consumers, who love to try new things. The new flavour will build on this momentum, delivering incremental sales in the category.”

The new Rockstar product received excellent feedback in consumer taste tests with 81% of those asked saying they would buy the product.

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