AG Barr credits marketing for revenue uplift

Irn-Bru maker AG Barr has credited its long term brand building strategy for outperforming the market in the last quarter and says the company is on track to complete its merger with Britvic later this year.

rubicon

AG Barr says its commitment to placing “significant marketing investment” across all core brands – such as Rubicon, Orangina and Rockstar – helped them perform well despite the poor weather, economic challenges and significant increases in promotional activity from competitors.

Total revenue for the 15 weeks to 12 May increased 2.4 per cent year on year, which compared favourably with the overall soft drinks market, which was flat in terms of revenue growth in the same period, according to Nielsen.

The soft drinks market is entering the key summer trading period and AG Barr anticipates that, while the market will remain “highly competitive”, its commercial, long-term brand building and operational plans are “well developed” and the company remains focused on delivering a strong full-year result.

AG Barr and Britvic are hoping to merge this year and expect to receive notification of the Competition Commission’s provisional findings of its investigation into the two companies in early June.

In its interim management statement, AG Barr says: “The strategic attraction of the merger, as previously described to all shareholders, has not changed and the board will accordingly reconsider the transaction once the Competition Commission findings are available.”

Soft drinks experts predicted last year Rubicon is likely to emerge as the winning brand of the proposed merger if it goes ahead.

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