Pwr-Bru will be available to Scottish retailers from 28 August in four varieties – Origin Original, Diablo Cherry, Maverick Berry and Dropkick Tropical.
It is launching in 500ml cans as the supplier looks to take a share of the growing big can energy segment. They are available in £1.19 price-marked packs (PMPs) and plain packs, with an RRP of £1.40.
Jonathan Kemp, commercial director at Barr Soft Drinks, described the range as “the biggest launch of the year in the energy market“.
“The energy market in Scotland is a fast-growing sector, delivering one-third of total soft drinks category growth, however only 25% of shoppers currently buy energy brands so there is still huge growth potential,” he said.
“Irn-Bru Energy delivered £8.5m in category growth, and all our research was telling us that shoppers loved the unique Bru essence in an energy format, but they wanted us to go one step further with flavour and appearance. Pwr-Bru is the brand to unlock incremental growth by offering something truly different, delivering an energy drink like no other brand can.
According to research from Barr, 98% of big can energy drinkers said they would buy Pwr-Bru and more than 85% said they would make a repeat purchase of all the varieties.
The supplier will support the launch with a £3m investment involving social media, influencers, sampling and outdoor marketing. A field sales drive will also offer retailers PoS to create in-store excitement.
Additionally, a ‘Scan for a can’ QR code competition has launched across major Scottish cities. People who scan the QR codes can enter into a draw to be in with a chance of getting a can before its release.
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