AG Barr adds Rockstar Energy Water

AG Barr is creating a profit-boosting new category in the energy drinks market with the launch of a UK first – Rockstar Energy Water.

“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,” says Adrian Troy, AG Barr’s head of marketing.

“New Rockstar Energy Water 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.”

Rockstar Energy Water delivers 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.

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

“We’re really confident that Rockstar Energy Water 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.”

To maximise this exciting sales opportunity, AG Barr is advising retailers to merchandise Rockstar Energy Water between standard energy drinks and water, alongside products such as vitamin waters.