Business
Launch of IRN-BRU Summer Campaign
A.G. BARR plc has launched a significant summer football campaign for its IRN-BRU brand, aiming to increase global awareness and sales, particularly outside of Scotland where currently only 40% of sales occur. The campaign, featuring celebrities and a re-recorded iconic song, is designed to reach 96% of adults in Scotland fifteen times and boost awareness in England and Wales. This initiative coincides with Scotland's first global football appearance since 1998 and aims to capitalize on the summer of sport, building on IRN-BRU's position as the UK's third-largest flavoured carbonate brand celebrating its 125th anniversary. Disclaimer*
About this update from A.g. Barr P.l.c.
IMMEDIATE RELEASE 3 June 2026 RNS Reach A.G. BARR plc ("A.G. BARR" or "the Company") Launch of IRN-BRU Summer Campaign 'Iconic advertising campaign to increase awareness of IRN-BRU across the world' A.G. BARR, the multi-beverage business with a broad portfolio of market-leading UK brands including IRN-BRU, Rubicon and Boost, is excited to announce the formal launch this week of its summer football campaign. With Scotland reaching the global stage for the first time since 1998, A.G. BARR has launched an IRN-BRU consumer campaign which will extend across the summer, with a new advert activated on TV as well as Out-of-Home, social media, PR, and in-store and in-depot merchandising displays. The campaign features many celebrity names, including Susan Boyle and Alex Kapranos from Franz Ferdinand, and is designed to reach 96% of all adults in Scotland 15 separate times, as well as actively increase awareness across England and Wales. The iconic 'Made in Scotland from Girders' IRN-BRU song has been re-recorded to turn it into a fan anthem. The summer of sport is a big commercial opportunity to extend the reach of IRN-BRU across the UK, as well as increase awareness worldwide. Currently only c. 40% of IRN-BRU sales are outside of Scotland, and A.G. BARR is proactively seeking to increase penetration and sales through marketing activities and channel expansion initiatives. Good progress has been made with increasing IRN-BRU's distribution points with retailers in England and Wales in the last six months, with an ongoing focus on availability expansion. Kenny Nicholson, IRN-BRU Brand Director at A.G. BARR, commented: "IRN-BRU, the UK's third biggest flavoured carbonate brand1 which is celebrating its 125th anniversary this year, has become synonymous with football, thanks to its unique ton...