Sales of IRN-BRU will be on fire this winter with the launch of Fiery IRN-BRU, the first ever limited edition in the brand’s 110 year history.

IRN-BRU is renowned for its unique, indescribable taste and has been loved since 1901. Now soft drinks expert A G Barr has introduced a limited edition to the range.

Adrian Troy, Head of Marketing at A G Barr says: “Consumers love IRN-BRU and everything about its bold, no-nonsense independent attitude. It’s a maverick, one of a kind brand.

“Fiery is going to be the hottest property on the soft drinks fixture. It’s a strong consumer idea that will provide incremental soft drinks revenue for retailers. Available for a limited period only, it’s a must stock for retailers who want to turn up the heat and generate incremental sales from soft drinks.

“The scorching new flavour shares the same unique taste of IRN-BRU but with a fiery kick and nine out of ten IRN-BRU fans said they would buy Fiery as well as their regular IRN-BRU purchase. It will also attract many new shoppers to the much loved brand. We’re blazing the trail with another phenomenal sales opportunity this year!”

A G Barr is putting phenomenal support behind the launch. The package includes a typically irreverent poster advertising, social media and PR campaign advising people to ‘Watch Their Mouth’.

In addition eye-catching, fiery-themed POS maintains the ‘Watch Your Mouth’ theme and includes dump bins, posters, hanging boards, shelf wobblers and standees.

Fiery packs will be available until December in standard 500ml, 750ml and 330ml cans.  It will also be available in a 6 x 330ml multipack. Price marked 330ml cans and 500ml bottles are also available.

The limited edition launch comes as IRN-BRU continues to outperform the competitive set. Latest sales figures confirm IRN-BRU as the UK’s number one flavoured carbonate.*

* Source: Nielsen, Total Impulse, Value Sales, MAT TY 09.07.2011

A G Barr

Trade Enquiries: 01204 664 295

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