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Energise your sales with Rockstar Energy

Stimulant energy drinks delivered growth worth £181.5m last year and it was the second fastest growing sub-sector in convenience at 23.7%.1  But there is much more room to broaden the category's appeal and entice new shoppers with innovation, formats, and in-store activations. 
 
Rockstar  Energy® and Convenience Store recently co-hosted an insightful roundtable discussion with retailers centred on the energy drink category and its future trajectory. Here are the key findings which can help you make the most of this valuable opportunity.  

Consumers are looking for new flavours from recognisable brands

Shoppers are loyal to brands but seek new flavours. Offering a variety of flavours, including new ones, can attract new customers and keep existing ones engaged. Rockstar Energy® recently launched Zero-Sugar Blueberry to appeal to both older consumers and their core 18-35 fan base.

Hear more from Ian Lewis, Spar Minster Lovell

Consumers still want value

Price-marked-packs (PMPs) continue to play an important role in communicating value, reassuring shoppers and creating confidence in local retailers. For example, when purchasing PMPs, 51% of shoppers feel reassured that they are not being overcharged [1].  
 
Rockstar Energy®’s £1.29 PMP cans provide an extensive range of flavours for shoppers to choose from and offer great value.  

Hear more from Bobby Singh from Boghar Brother’s Ltd

Experience is everything

Events, brand activations and celebrity collaborations are key to providing excitement and a point of difference for a brand in-store, so stocking brands synonymous with these are crucial. In 2023, we partnered with global rap superstar, Stormzy and this year, we’ve announced another multi-year partnership with festival organiser Live Nation across six different UK festivals. 
 
Rockstar Energy® is deeply entrenched in music culture and festival experiences, making it ideal to appeal to Gen-Z. Stocking these brands and collaborations alongside relevant Point Of Sale (POS) and in-store theatre will draw shoppers to the soft drinks aisle and drive purchase. 

Hear more from our Rockstar Brand Manager

Creating in-store buzz

Leveraging new product launches, brand campaigns, occasions, or seasonal events with POS, merchandising material and brand assets, is essential to maximising footfall. Bobby Singh from Boghar Brother’s Ltd said,

“Activations are key for the initial boost and launch of NPDs in-store and it's important that we get the support from brands regarding stock and POS to help create a buzz in-store”. 


We can work with you to bring theatre and excitement into your store to really make it a success through the likes of stand-out counter display units and impactful POS kits - all available right here on the At Your Convenience website 

[1] Circana Convenience, Britvic Defined Soft Drinks, Value and Unit growth YoY, 52WE 31.12.23  

[1] NielsenIQ RMS, Total Coverage GB (excluding discounters), Berry flavoured Stimulants, Britvic Defined, Values Sales % Change, MAT to30.12.23 )

[1] TWC Trends Research Independent Convenience Store Shoppers n = 1000