New energy drink aiming to Bru-st sales

BARR Soft Drinks is looking to energise sales with its latest release, Irn-Bru Energy.

Irn-Bru Energy comprises two variants: full-sugar and no-sugar.

Available to bars from July 1, the new energy drink is said to combine the flavour of Irn-Bru with the ingredients and taste of an energy drink.

Two variants, no-sugar and full-sugar – the latter of which is sugar levy liable – will be available in 330ml can format.

Jonathan Kemp, commercial director at Barr Soft Drinks, told SLTN that there was a need for a full-sugar version due to the consumer demands of the energy drinks sector.

“We believe it is right to have what people expect from an energy drink,” he said. “And the majority of drinks in this market are full-sugar.”

Barr Soft Drinks previously launched an Irn-Bru-based energy drink – Irn-Bru 32 – in 2006, but this was discontinued shortly after.

Kemp said the new variants are “very different” products to Irn-Bru 32 and in bars and pubs will be suitable as stand-alone drinks or mixers.

“Energy is an exciting and fast-growing part of the soft drinks market, with over four in ten soft drinks now being an energy drink,” he added.

The launch of Irn-Bru Energy will be supported by a national marketing campaign, which will include targeted digital and social media activity, as well as high street advertising.