Rubicon takes to the streets

Rubicon, the exotic juice brand from Barr Soft Drinks, has unveiled new Rubicon Street Drinks.

The range features four new flavour combinations inspired by authentic street drinks from around the globe.

Available from July 2018 in outers of 12 x 330ml eye-catching cans with an RSP of 79p, Rubicon Street Drinks each contain still fruit juice with natural flavours and herbs.

Sharbat features the traditional Turkish flavour combination of pomegranate and rose, while Mexico is the source of inspiration for Aqua Fresca, comprising watermelon, lime and mint flavouring. Indian-inspired Nimbu Pani includes lemon, cumin and mint flavours. African influences abound in Bissap, featuring hibiscus and ginger flavouring.

“Street food has captured the imagination of UK consumers in recent years and now Rubicon Street Drinks will enable consumers to discover a world of exciting, new soft drinks, using authentic flavours from the world’s hottest streets,” explained Barr Soft Drinks Marketing Director Adrian Troy.

“People are becoming much more adventurous and are keen to explore new and fun flavours, both in food and drink. They are very motivated by authenticity and provenance and want to know the story of where the product comes from.”

In research, the range performed well with over 70% of shoppers expressing purchase intent, and 95% of shoppers saying that they thought the range was “modern, different, adventurous and eye catching”.

The launch will be supported with a £2m brand investment, including a summer-long programme of marketing support featuring nationwide consumer sampling and POS kits.