AG Barr Launches New Pwr-Bru Energy Drink Irn-Bru

The Cumbernauld-based soft drink giant will launch new flavors Pwr-Bru Original Irn-Bru, Diablo Cherry, Maverick Berry and Dropkick Tropical on August 28th.

Industry news site Scottish Retail and Food Awards reported a £3million launch investment, while a limited number of tins are expected to be made available ahead of launch through social media promotions.

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“Pwr-Bru is without a doubt the biggest start of the year for the energy market,” said Jonathan Kemp, commercial director at AG Barr.

HeraldScotland: The company recently announced the resignation of its Chief Executive, Roger WhiteThe company recently announced the resignation of its CEO, Roger White (Image: PA)

“The energy market in Scotland is a fast growing sector accounting for a third of all growth in the soft drinks category, however only 25% of shoppers are currently buying energy brands so there is still plenty of room for growth.”

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He also said, “Pwr-Bru is the brand that enables incremental growth by offering something truly different and delivering an energy drink like no other brand can.”

“We’re confident that these four eye-catching and great-tasting new products will add momentum to the category and generate additional sales for retailers.”

AG Barr said last week that its chief executive Roger White would be leaving the company within 12 months after more than 21 years at the helm.

Revenue for the first half of the financial year is expected to be around £210m compared to £157.9m in the same period last year.

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