AG Barr to target females with energy drink launch

Irn-Bru maker AG Barr is launching a new ‘pleasant tasting’ energy drink, which is aimed at attracting more female drinkers to the category challenging the dominance of Red Bull.

It is understood that AG Barr has yet to decide on a name for the new product, but it is will make use of the Irn-Bru brand heritage. It is believed that Irn-Bru 32, Irn-Bru Stimulation and Irn-Bru Energy are all potential names. The drink will retail at 80p.

The drink will not contain taurine and will be positioned as a functional energy drink like Sprite 3G, which was launched by Coca-Cola last year (MW August 4). It will be packaged in a slim 250ml can.

The drink is believed to taste similar to Irn-Bru, which has prompted speculation that it will prove a success.

An industry source believes that Red Bull should be concerned that both drinks taste better than its product. The insider says: “Irn-Bru has aimed for a better tasting energy drink to increase female uptake.”

But other industry insiders warn that AG Barr and Coca-Cola may face problems with the positioning of the drinks, as functional products are usually aimed at older consumers rather than the core teenage energy drink consumers.

Irn-Bru has been the seventh-biggest selling carbonated drinks brand for the past two years, according to AC Nielsen. Market leader Red Bull sold 300 million cans last year in the UK alone and is worth more than &£120m.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here