Rockstar's on tour with Barr
Barr Soft Drinks has signed an exclusive five-year deal to distribute America's third biggest-selling energy drink in the UK.
Rockstar Original, Sugar Free and Juiced - a mango, orange and passion fruit flavour - will be rolled out from November.
Rockstar is investing heavily in marketing support for the brand and is aiming to sample more than 1 million consumers during its UK launch. The Rockstar Taste of Chaos tour, which features rock bands The Used, Rise Against, Aiden and Escape the Fate, will kick off in Portsmouth on Nov 19, and the brand will also sponsor the Crusty Demons Unleash Hell Tour featuring freestyle motorbike stunts.
Cumbernauld-based Barr, which already has energy drink Irn-Bru 32 in its portfolio, said the agreement with Rockstar will offer consumers "more choice in the market".
Head of marketing Adrian Troy added: "In the past five years the energy drinks market has doubled in the UK, but there is still huge opportunity. Penetration of energy drinks in the UK is only 20 per cent, whereas it's as high as 50 per cent in
other countries. This growth has largely been driven by bigger cans, giving more value for money to consumers, which is what Rockstar offers."
Rockstar, which is launching in Australia, Japan and Mexico later this year, will be available to retailers in a 50cl can for a retail price of between 99p and £1.49. It will be advertised with the strapline: Double size, double kick, designed for those who lead active and exhausting lifestyles.