The new blueberry, pomegranate and acai-flavoured drink contains electrolytes, caffeine and Vitamin B, and is designed to prepare consumers for ‘extreme mental and physical performance’.
Adrian Troy, head of marketing for AG Barr, which distributes Rockstar in the UK, said the 500ml large can energy format is growing at five times the rate of the total soft drinks category. He added that the range now includes “a Rockstar variant for every occasion in the day”.
“Rockstar Xdurance prepares consumers for what lies ahead,” said Troy, “whether it’s a sporting event or mental activity such as work.”
AG Barr is investing heavily in the Rockstar brand this year, having signed a sponsorship deal with reigning MotoGP world champion Jorge Lorenzo.
AG Barr claimed the Rockstar brand is now worth £12.5m in the UK.
Image: AG Barr said there’s now a Rockstar for ‘every occasion’.