RCS - Barr(A.G.) PLC - Launch of IRN-BRU Summer Campaign

A G BarrAnnouncement

03/06/2026 07:00

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RNS Number : 7349G  Barr(A.G.) PLC  03 June 2026

 IMMEDIATE                                                                                                                                                                                     3 June 2026
 RELEASE
 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'
(https://www.youtube.com/watch?v=-1jN0jRAQLw)
(https://www.youtube.com/watch?v=-1jN0jRAQLw) IRN-BRU song has been
re-recorded (https://www.youtube.com/watch?v=-1jN0jRAQLw) 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 brand(1) which is
celebrating its 125th anniversary this year, has become synonymous with
football, thanks to its unique tongue-in-cheek campaigns. We already have the
highest brand affinity with football fans of all the top five OFC brands in
the UK.

"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."

Please see the bottom of this release for relevant imagery.

( )

(1)Source: Circana, Value Sales, 52 W/E to 28/02/26

 

For further information, please contact:

 

A.G.
BARR
                                               MHP
GROUP

 

0330 390 3900
 
    07801 894 577

ir@agbarr.co.uk
 
  agbarr@mhpgroup.com

Euan Sutherland, Chief Executive Officer
                            Oliver Hughes

Stuart Lorimer, Chief Finance and Operating Officer
               Rachel Farrington

Ewan Dytch, Corporate Finance Director
                           Catherine Chapman

 

About A.G. BARR:

 

A.G. BARR (LSE: BAG, FTSE250) is a UK-based branded multi-beverage business
with a diverse and differentiated portfolio of 16 brands, including IRN-BRU,
Rubicon and Boost. Established 150 years ago in Scotland, the Company now
operates across the UK, and with export markets throughout the world. A.G.
BARR is committed to being a brand owner and builder, with the ambition of
doubling the size of the business over the medium term through a flywheel of
consistent growth.

 

https://www.agbarr.co.uk/
(https://protect.checkpoint.com/v2/r06/___https:/www.agbarr.co.uk/___.ZXV3MjpuZXh0MTU6YzpvOmU1NjZhMDZkMGY4NThjYzg2YjIwZWYxZWM0MjIyYWM0Ojc6YTVjMDplODhhMzAxM2ZlZTQ2M2I4MTVjY2ZkYmQ1YjNlOTY4YTAzZjhmZGMxODEzMGQ5M2M4ZjZlN2ZlNjg0M2ZmZTY5OnA6RjpU)

 

 

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