UK: Barr signs up US energy drink Rockstar
Barr Soft Drinks has signed an exclusive five-year partnership agreement with the North American energy drinks brand Rockstar to sell its double-sized energy drink brands across the UK.
The Scottish company behind the Irn Bru drinks brand said today (25 October) that the Rockstar beverages, packaged in 500ml cans, will roll out across the UK market next month.
The energy drink will be marketed with the tagline 'Double Size: Double Kick' and will be launched in original, sugar free and juiced flavours, retailing at between GBP0.99 (US$2.00) and GBP1.49 per can.
Barr Soft Drinks head of marketing Adrian Troy said: "In the past five years the energy drinks market has doubled in the UK but there is still huge opportunity. Penetration of energy drinks in the UK is only 20% whereas it's as high as 50% in some other countries. This growth has largely been driven by bigger cans, giving more value for money to consumers, which is what Rockstar offers.
"Sampling the brand here will be a key element of our launch plans because Rockstar is one of the best tasting energy drinks brands that the market has ever seen."
The energy drink will sponsor the rock band music tour 'Rockstar Taste of Chaos Tour' beginning in Portsmouth from 19 November before moving to venues across the UK. The brand also backs the motorcross stunt event The Crusty Demons Unleash Hell Tour across four shows in the UK in the coming months.
Troy added that Barr will still produce and invest in Irn Bru 32, but believes the brand can "sit happily along side Rockstar", in its energy drinks portfolio. "We are still committed to Irn Bru 32. It offers a different taste and experience than Rockstar and together they offer consumers more choice in the market," said Troy.
This year, the Rockstar brand also plans to roll out into other markets such as Australia, Japan and Mexico.
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