UK | The shopper demand for energy drinks has shown no signs of slowing down, with stimulants now worth GBP 1.8 billion, growing by over eight percent in the last year.
To support retailers in making the most of this opportunity, Rockstar Energy has launched its latest Zero Sugar addition to its portfolio this February – Rockstar Energy Zero Sugar Peach.
Taste and enjoyment have been key factors for consumers when selecting a soft drink, making new and exciting flavour profiles key for attracting shoppers into the category.
Within this, peach flavours have already seen a plus 153 percent sales value increase within stimulants over the last year.
Rockstar Energy Zero Sugar Peach is well-positioned to allow retailers to tap into this trend. The brand is worth GBP 15 million, and over the last year, flavours have driven 93 percent of sales.
The price-marked and plain packs will roll out with new festival-themed packaging for striking on-shelf visibility, in line with Rockstar’s ongoing partnerships with six of the UK’s most iconic Gen-Z festivals including Reading, Wireless and Parklife.
“With the stimulant energy segment outperforming the wider market in 20244, this year we want to continue the momentum through our Rockstar Energy brand,” said Ben Parker, Carlsberg Britvic’s Vice President of Commercial Off Trade.
“However, we also want to ensure that we are recruiting new people into the market and appealing to a wider group of shoppers, to really maximise retailers’ energy sales success in 2025. We know that flavours such as peach are favoured by lighter versus heavy energy drink buyers, so we can make stimulant products more accessible with this launch.”
Parker added through tapping into a variety of trends, the launch ultimately aimed to futureproof the category and secure long-term growth, through continuing to develop exciting flavour extensions in popular variations and formats.
The launch will be supported by comprehensive marketing campaigns across digital, social media and instore, spanning February, March and April.
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