Barr Soft Drinks has embarked on a new venture with the launch of its latest energy brand, Pwr-Bru, which is set to catalyze growth within the big can energy market. Bolstered by a considerable £3 million launch investment, Pwr-Bru hopes to establish a presence among the demographic of 18 to 24-year-olds by utilizing a multi-faceted marketing approach.
The Pwr-Bru collection includes the 'Origin,' which boasts the inimitable taste of the beloved 'Irn-Bru.' Additionally, three fruit-infused flavors bear distinct monikers, including 'Diablo' Cherry, 'Maverick' Berry, and 'Dropkick' Tropical, each promising a unique taste journey.
"Consumer insight has shown that big can energy drinkers want to see something new in energy that looks and acts differently to the usual brands available. Combining the distinctive personality of Irn-Bru with the secret flavour essence and a bold design, Pwr-Bru will bring something truly unique to the category," said Jonathan Kemp, commercial director at Barr Soft Drinks.
High-Caffeine Energy Cans
Barr Soft Drinks Launches the Pwr-Bru Big Can Energy Drinks
Trend Themes
1. Multi-faceted Marketing Approach - Pwr-Bru aims to establish a presence among 18 to 24-year-olds by utilizing a multi-faceted marketing approach.
2. 'origin' with Irn-bru Taste - The 'Origin' flavor in the Pwr-Bru collection offers the beloved taste of Irn-Bru, appealing to fans of the iconic beverage.
3. Fruit-infused Flavors - Pwr-Bru introduces three fruit-infused flavors, including 'Diablo' Cherry, 'Maverick' Berry, and 'Dropkick' Tropical, promising a unique taste journey for consumers.
Industry Implications
1. Energy Drinks - Pwr-Bru seeks to disrupt the big can energy market by offering something new in terms of flavor and design.
2. Beverage Manufacturing - Manufacturers in the beverage industry can explore opportunities to create unique and distinctive flavor profiles like Pwr-Bru's fruit-infused varieties.
3. Marketing and Advertising - The success of Pwr-Bru's multi-faceted marketing approach highlights the potential for innovative strategies targeting specific demographic segments.