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A.G. BARR plc announced on 03 June 2026 the launch of its IRN-BRU summer football campaign this week. The campaign for the UK's third biggest flavoured carbonate brand aims to reach 96% of adults in Scotland 15 times and targets increased awareness in England and Wales, where approximately 40% of IRN-BRU sales currently occur.
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IMMEDIATE RELEASE |
3 June 2026 |
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RNS Reach |
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A.G. BARR plc
("A.G. BARR" or "the Company")
Launch of IRN-BRU Summer Campaign
'Iconic advertising campaign to increase awareness of IRN-BRU across the world'
A.G. BARR, the multi-beverage business with a broad portfolio of market-leading UK brands including IRN-BRU, Rubicon and Boost, is excited to announce the formal launch this week of its summer football campaign.
With Scotland reaching the global stage for the first time since 1998, A.G. BARR has launched an IRN-BRU consumer campaign which will extend across the summer, with a new advert activated on TV as well as Out-of-Home, social media, PR, and in-store and in-depot merchandising displays.
The campaign features many celebrity names, including Susan Boyle and Alex Kapranos from Franz Ferdinand, and is designed to reach 96% of all adults in Scotland 15 separate times, as well as actively increase awareness across England and Wales. The iconic 'Made in Scotland from Girders' IRN-BRU song has been re-recorded to turn it into a fan anthem.
The summer of sport is a big commercial opportunity to extend the reach of IRN-BRU across the UK, as well as increase awareness worldwide. Currently only c. 40% of IRN-BRU sales are outside of Scotland, and A.G. BARR is proactively seeking to increase penetration and sales through marketing activities and channel expansion initiatives. Good progress has been made with increasing IRN-BRU's distribution points with retailers in England and Wales in the last six months, with an ongoing focus on availability expansion.
Kenny Nicholson, IRN-BRU Brand Director at A.G. BARR, commented:
"IRN-BRU, the UK's third biggest flavoured carbonate brand1 which is celebrating its 125th anniversary this year, has become synonymous with football, thanks to its unique tongue-in-cheek campaigns. We already have the highest brand affinity with football fans of all the top five OFC brands in the UK.
"With a summer of football comes a huge soft drinks opportunity for retailers, and this year we are helping retailers make the most of this essential and unmissable category opportunity with another iconic and memorable IRN-BRU campaign including sales-driving special packs."
Please see the bottom of this release for relevant imagery.
1Source: Circana, Value Sales, 52 W/E to 28/02/26
For further information, please contact:
A.G. BARR MHP GROUP
0330 390 3900 07801 894 577
[email protected] [email protected]
Euan Sutherland, Chief Executive Officer Oliver Hughes
Stuart Lorimer, Chief Finance and Operating Officer Rachel Farrington
Ewan Dytch, Corporate Finance Director Catherine Chapman
About A.G. BARR:
A.G. BARR (LSE: BAG, FTSE250) is a UK-based branded multi-beverage business with a diverse and differentiated portfolio of 16 brands, including IRN-BRU, Rubicon and Boost. Established 150 years ago in Scotland, the Company now operates across the UK, and with export markets throughout the world. A.G. BARR is committed to being a brand owner and builder, with the ambition of doubling the size of the business over the medium term through a flywheel of consistent growth.
