Irn-Bru maker bullish despite consumer outlook

A G Barr, owner of the Irn-Bru, Rubicon and Strathmore soft drink brands, has vowed to maintain marketing spend in the second half of the year to hold its share of the “volatile” soft drinks market.


The group forecasts revenue will be £123m for the six months to 30 July, up 3.5% on the same period last year. Expectations for the full-year remain “on track”, the company adds.

Increased marketing activity – the group launched campaigns for Irn-Bru and an energy drink targeting women in the first half – did hit operating margins, the company says.

Despite this, it adds, investment in “long term brand equity” and “successful innovation” will be maintained.

The soft drink market, the company claims without quoting sources, grew 1% by volume in the 26 weeks to 9 July, and 6% by value.

“Resilient” market performance was driven by “increased promotional intensity”, the company adds.

In a statement the company says: “The market we operate in remains volatile. However, the soft drinks market remains in growth and A.G. Barr has the proven strategy, brands and executional capability to be successful in its market.”

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