Rockstar launch creates new category of energy waters


Rockstar Energy Water

A category of lighter energy drinks is being created by soft drinks group AG Barr with the launch of Rockstar Energy Waters.

Combining the two growth areas of flavoured water and flavoured energy drinks, the new product comes in two flavours: Blueberry, Pomegranate & Acia; and Peach.

Rockstar Energy Waters deliver a full hit of energy with high caffeine content from a natural source and a special vitamin blend, but have 50% less sugar and calories per 100ml than the 500ml standard Rockstar Energy cans.

Available in a 355ml can, it is a spin-off from Rockstar energy drinks which were launched in the UK seven years ago, part of the trend for flavours in big cans. Flavoured Rockstar in 500ml cans is growing at 30%, with seven of the top 10 fastest-selling big-can flavours coming from Rockstar.

Adrian Troy, AG Barr’s head of marketing, said: “We’ve listened to energy drinks fans and there’s huge demand for a product that delivers a full energy hit, but feels more natural and lighter than traditional energy drinks.

“New Rockstar Energy Waters will bring new consumers into the energy category and the refreshing, lighter nature of the products, combined with a fantastic taste, will also open up new consumption occasions such as lunchtimes and after exercise.”

The launch will be supported by a heavyweight digital and social media campaign and sampling at Rockstar sponsored events.

Both flavours researched extremely well, with 85% of consumers saying that they would buy the products.

Adrian added: “We’re really confident that Rockstar Energy Waters will fuel major category growth in 2015, attracting new shoppers to the fixture and reinforcing Rockstar’s reputation for innovation and flavour within the dynamic energy drinks market.”

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