RCS - Barr(A.G.) PLC - Launch of IRN-BRU 'ZERO'

A G BarrAnnouncement

Mon 07:00

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RNS Number : 5826X  Barr(A.G.) PLC  23 March 2026

IMMEDIATE
RELEASE
23 March 2026

RNS Reach

A.G. BARR plc

("A.G. BARR" or "the Company")

 

Launch of IRN-BRU 'ZERO'

 

Rebranding and expanded distribution to help drive sales across the UK

 

A.G. BARR, the multi-beverage business with a broad portfolio of
market-leading UK brands including IRN-BRU, Rubicon and Boost, is pleased to
announce the formal launch commenced last week of its rebranded and refreshed
IRN-BRU 'ZERO' product.

 

IRN-BRU 'ZERO' has been rebranded from IRN-BRU 'XTRA' to better communicate
its zero sugar proposition, with a refreshed new look highlighting IRN-BRU's
iconic strongman insignia and 'Made in Scotland from Girders' strapline.

 

The launch is being supported by expanded distribution and availability across
the UK, and UK-wide advertising and social media campaigns. These campaigns
are designed to reach 86% of UK adults seven separate times.

 

Low-calorie carbonates currently account for 50% of category sales and are
growing faster than higher-calorie equivalents(1). The clearer 'ZERO'
positioning and wider availability strengthen A.G. BARR's ability to drive
sales across the UK.

 

Rebranding and expanded distribution are key components of A.G. BARR's
strategic growth drivers outlined last year, with a series of new product
launches being delivered from January 2026 supported by channel expansion
initiatives.

 

IRN-BRU, the UK's third biggest flavoured carbonates brand(1), celebrates its
125(th) anniversary this year. The now renamed IRN-BRU 'ZERO' product accounts
for approximately 20% of IRN-BRU annual sales, with other products including
Regular, Diet and IRN-BRU 1901. This rebranding is the first in the product's
10 year history, and the hugely loved liquid remains completely unchanged with
the same extra IRN-BRU taste.

 

Kenny Nicholson, IRN-BRU Brand Director at A.G. BARR, commented:

 

"As we enter our 125th year of IRN-BRU, we are refreshing the way IRN-BRU
shows up on the shelf by amplifying the iconic elements people know and love.
The new IRN-BRU 'ZERO' design and rebranding performed strongly in consumer
testing, with research indicating an increase in purchase intent from
non-drinkers of the brand, and we are excited about driving sales supported by
our UK-wide campaign and expanded distribution."

 

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 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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