AG Barr aims to spice up winter sales with IRN-BRU limited edition

AG Barr is launching Winter BRU, a limited-edition IRN-BRU variant, to help retailers maximise the seasonal soft drinks sales peak.

Available for eight weeks from 1 November, Winter BRU infuses spiced ginger & cinnamon flavours with the unique IRN-BRU essence. It comes in 330ml cans (plain with an rsp of £1.09 and a 79p PMP), as well as 8 x 330ml can multipacks with an rsp of £4.50.

Kenny Nicholson, IRN-BRU brand director, said: “We know that our limited-edition flavours are hugely popular and a big incremental sales driver. Retailers have sold more than nine million cans of IRN-BRU XTRA limited editions in the last two years, with almost half attributed to new category shoppers.

“Sales of ginger flavoured drinks are also increasing by 27% (Circana), so we know that this is the perfect time for Winter BRU. A spicy hit in every sip, we’ve combined our iconic IRN-BRU taste with a truly delicious festive flavour that we know will have shoppers running back for more before it’s gone.”

Alongside a PR, social and influencer activation, impactful PoS will be available for retailers and wholesalers to create festive theatre in store.