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
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.
In 2008, AG Barr faced a major challenge: to grow IRN-BRU by 4% in value terms.