Rubicon's Slogans & Taglines

Rubicon Exotic Juices is an exotic fruit beverage brand founded in 1982 in the United Kingdom by Vish Vekaria and Naresh Nagrecha, who developed their first drink, Passionade, from a humble kitchen lab. Drawing on flavours from their native lands, the brand pioneered the exotic juice category and grew into a market leader across the UK and international markets. Today headquartered in Richmond Hill, Ontario, Canada, Rubicon offers a diverse portfolio spanning classic exotic juice drinks, 100% pure juices with no added sugar, organic coconut water, and sparkling juice beverages. Core flavours include mango, passion fruit, lychee, guava, and dragon fruit, sourced from carefully selected orchards worldwide. Brand messaging has evolved from early slogans such as Believe in beach and Making Britain more exotic to the contemporary platform Make the unboring choice, celebrating bold, authentic flavours that transport consumers beyond the everyday. With distribution across more than 30 countries, Rubicon remains committed to capturing each fruit's true DNA in every bottle.