Britvic and AG Barr report marketing driven gains
Previously prospective partners, Britvic and AG Barr have both announced revenue gains in their respective results announced today (25 July) and both have credited investment in marketing for their improved performance.
Britvic says revenue, stripped of currency fluctuations, climbed 4 per cent to £316.3m in its third fiscal quarter. Revenue from its British business outpaced the rest of the world growing 4.4 per cent in the period.
In addition to the early summer hot and sunny weather, chief executive Simon Litherland credited its focus on “building brand value” and a “substantially stronger marketing programme” including its annual Wimbledon-themed campaign for Robinsons and Pepsi’s tie-up with Beyoncé for the uplift.
Britvic cited its improving fortunes when rejecting AG Barr’s merger proposal earlier this month claiming its future as a standalone company is “bright”.
Meanwhile, AG Barr, which declared itself “dissapointed” with the failiure to agree a union but will not return with a fresh proposal, says it expects to post a 4.9 per cent increase in revenue to £127.5m for the six months to 28 July. It also expects the weather to provide additional momentum, forecasting a 9.8 uplift for the last three months.
The gains were attributed in part to “ a number of successful marketing initiatives” for brands such as Irn-bru.
