Tizer owner launches energy drink for women

AG Barr, the owner of Irn Bru and Tizer, is launching what it claims to be the first energy drink targeted specifically at women.

/h/y/l/RockStar.jpg

Rockstar Pink contains 10 calories, less than the majority of the leading energy drinks in the market, and will carry distinctive pink and black branding.

The launch of Rockstar Pink will be backed by a major marketing campaign, including sponsorship of female extreme sports stars and sampling at women’s sports events.

The low calorie energy drink category represents 4% of the £699m energy market, according to Nielsen Scantrack. The take-home glucose stimulant drinks sector grew in volume by 19% last year, according to the Britvic Soft Drinks Report.

Rockstar Pink is the latest addition to the Rockstar energy drink range, which is valued at £12.5m

Adrian Troy, AG Barr’s head of marketing, says many females are put off by the high sugar content of 500ml cans, so the product was designed to be low calorie and in smaller packaging.

He adds: “We are bucking the trend by addressing women’s specific energy drink requirements…it is suited to a long list of usage occasions, ranging from a pre or post-workout boost to a girls’ night in or out.”

The drink’s flavour is a blend of raspberry, blueberry and strawberry. It contains caffeine, B vitamins and ginseng.

Britvic announced the launch of PepsiCo’s natural energy drink SoBe Pure Rush into the UK market in February, aiming to bring new consumers into the stimulant energy drinks category.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here