Irn-Bru’s appeal grows in England

Irn-Bru has been the star performer for AG Barr in the past 12 months, according the drinks manufacturer’s end of year results.

Irn-Bru
Irn-Bru

Scotland’s ’other national drink’ enjoyed a “particularly encouraging year” with its volume share of the UK carbonates category growing 20%.

This growth was underpinned by “substantial marketing investment”, including sports-based sponsorships such as the Scottish Football League and Rugby League in England.

Marketing spend was also increased by 20% in a bid to broaden the brand’s appeal south of the border. The extra spend on advertising in England included a musical-themed advertising campaign.

Overall, the Scottish drinks maker says its products had “significantly outperformed” the UK soft drinks market in 2009 with a 20.8% rise in full-year adjusted pre-tax profits, boosted by strong growth in carbonate brands like Irn-Bru.

The increase was seen across both the still drinks, water and carbonates segments. Around £17.2m of the growth in revenue was delivered through the stills segment, with the addition of the Rubicon brand adding “significant weight and diversity” to the company’s portfolio.

Rubicon was bought in 2008, with the brand having “performed strongly”. The addition of a watermelon flavour and significant sampling and PR around ’mango week’ helped build momentum for the brand.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

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 are 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.

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