IN BRIEF: AG Barr launching summer Irn-Bru campaign ahead of World Cup

AG Barr PLC - Cumbernauld, Scotland-based soft drinks maker under Irn-Bru, Rubicon and Boost brands - Announces the launch this week of an "iconic advertising campaign to increase awareness of Irn-Bru across the world", ahead of Scotland's national men's football team competing in the 2026 World Cup. This year is also the brand's 125th anniversary. Says the consumer campaign will extend across the summer and include TV advertising, social media, and in-store and depot merchandising, and is designed to reach 96% of adults in Scotland. Also expects the campaign to "actively increase awareness across England and Wales," seeing this summer as "a big commercial opportunity to extend the reach of Irn-Bru across the UK" and globally. Notes that only around 40% of Irn-Bru sales are outside Scotland. Says it is proactively seeking to increase penetration and sales, and has made good progress over the last six months in growing the brand's distribution points with English and Welsh retailers.

"We already have the highest brand affinity with football fans of all the top five OFC brands in the UK," comments Irn-Bru Brand Director Kenny Nicholson. "With a summer of football comes a huge soft drinks opportunity for retailers, and this year we are helping retailers make the most of this essential and unmissable category opportunity with another iconic and memorable Irn-Bru campaign including sales-driving special packs."

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By Emma Curzon, Alliance News reporter

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