IRN-BRU - How the Nation's Favourite Got More Popular

In 2008, Irn-Bru was faced, in a flat market, with nearly saturated distribution and fierce competition.

IRN-BRU – How the Nation's Favourite Got More Popular

Principal Authors: Claire Wood - The Leith Agency, Jason Spencer - PHD North Contributing Author: Adrian Troy - AG Barr

INTRODUCING IRN-BRU

A G Barr plc is a Scottish soft drinks company whose fast-expanding portfolio of products includes Strathmore, Orangina and Rubicon. Jewel in the crown is a fizzy ginger-coloured drink called IRN-BRU.

IRN-BRU accounts for two thirds of AG Barr sales. The brand's retail value in Britain is £90 million. £70 million of this comes from Scotland1. A strong sales performance in Scotland is a commercial imperative....

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