A packaging redesign for AG Barr’s Rockstar Original aims to increase sales of the £105m Scottish energy drinks category.
“The new design will draw consumers’ attention to the energy fixture and we expect demand to be high,” said Adrian Troy, Head of Marketing for AG Barr. “The new can also references that Rockstar Original has a new, superior taste which will drive trial.”
AG Barr says the reformulated Rockstar product out-performed competitor Original-flavoured products in independent taste tests with more shoppers indicating they would buy it.
Troy added: “Energy shoppers love to try new products and Rockstar has a proven history of delivering great flavours. With its new eye-catching packaging driving footfall and the reformulated taste delivering repeat purchases, retailers should stock up to prepare for the surge in demand.”