AG Barr announces return of IRN-BRU Energy

AG Barr has announced that IRN-BRU Energy is now back on the shelves.

Available in 500ml big cans in Original and Zero Sugar variants, the product combines the flavour of IRN-BRU’s secret essence with taurine, caffeine and B vitamins to deliver the taste and boost consumers expect from an energy drink.

Both variants come in 500ml cans, in £1 PMPs and plain packs (rsp £1.50), 12 cans to a case.

The return of IRN-BRU Energy comes at a time of significant momentum in the category. Sports and energy drinks are now worth £3.1 billion and growing at 11.1%, accounting for 41% of drink-now soft drinks sales (Circana), making them one of the most important profit drivers in store.

At the same time, innovation continues to fuel the sector, with 62% of all category growth in 2025 coming from new products, flavours and pack formats (Circana).

IRN-BRU Energy is designed to help retailers capitalise on these trends, particularly in Scotland, where the brand has a powerful heritage and loyal consumer base. The launch offers a clear proposition for shoppers who love the distinctive taste of IRN-BRU but want the functionality of an energy drink.

Kenny Nicholson, IRN-BRU brand director at AG Barr, says: “Energy drinks remain one of the most dynamic parts of the soft drinks category, and retailers know just how important it is to get the range right.

“We’re bringing back IRN-BRU Energy to deliver the iconic flavour people love into the energy category, giving shoppers something genuinely different while delivering strong incremental sales for retailers.”

IRN-BRU Energy was originally launched to meet growing consumer demand for flavoured energy drinks, a segment that has grown rapidly in recent years as shoppers increasingly look for alternatives to traditional energy profiles. The range returns with the same unmistakable IRN-BRU character and a launch campaign that promises to stand out.