ng on Rubicon’s position as Exotic Juice Drink brand with the launch of new Rubicon Coconut Water.The brand has played a pivotal role in the changing tastes of Britain, with 10 million mainstream consumers now drinking Rubicon.
Adrian Troy, Head of Marketing for A G Barr, said: “Exotic flavours have seen a rapid growth in recent years as consumers seek new, authentic flavours.
“Mango flavour drinks are now outselling apple flavour drinks by 18%, while within juices, exotic flavours have grown the category by 17% in the last two years.
“The UK’s coconut water market has grown fivefold in the last 12 months.
“However, it is still very small as many consumers are priced out of the market at present.
“Rubicon Coconut Water, which contains 34% juice, is a great-tasting drink which has outperformed the brand leader in consumer taste tests.
“It will open up the coconut water market to all shoppers as it is the first authentic product available at an accessible price point.”
The new Coconut Water is made from young, green coconuts.
Available in 1 litre take home packs and 330ml ‘drink now’ impulse packs in both plain and price-marked variants, Rubicon Coconut Water is an exciting addition to the exotics fixture.
The launch will be supported by a £2m brand investment throughout the summer, including an outdoor media campaign and consumer sampling to drive trial and awareness.
