Barr targets Red Bull with new energy drink

RockstarBarr Soft Drinks, the maker of Irn-Bru, is bringing US energy drink Rockstar to the UK later this year. It is understood that Barr hopes the drink will steal share from market leader Red Bull.

The company has signed a five-year deal with the US company to distribute Rockstar, which is the third most popular energy drink in the US. Barr will launch three of its variants, which include Energy & Guava, Zero Carb and Low Sugar.

The US owner will handle the marketing support, which will focus on sponsoring sporting events. It is already a key sponsor of the high-profile boxing match between Ricky Hatton and Floyd Mayweather in December.

Barr has admitted that sales of its existing energy drink, Irn-Bru 32, show it has failed to make an impact with consumers. In its interim results for the six months to July 28, it says sales dropped to just a quarter of the previous year’s.

The energy and sports drink sector is bucking the trend of declining sales across carbonated soft drinks.

Coca-Cola has two new products in the energy sector – a variant of its Relentless brand called Inferno, and enhanced-water brand Glaceau, which it acquired when it purchased the US drinks company.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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