AG Barr, known for its iconic Irn-Bru drink, reports increased demand in England.
The company’s latest business strategy includes important operational changes with no impact on product availability.
AG Barr, the renowned Scottish soft drink manufacturer, is witnessing a notable increase in the demand for its flagship product, Irn-Bru, among consumers in England. Sales of the iconic beverage have surged by approximately 7% over the past year, underlining its growing popularity beyond Scotland’s borders. The company, headquartered in Cumbernauld, remains optimistic about this expanding market footprint.
To streamline operations and enhance efficiency, AG Barr recently completed a strategic restructuring initiative. This programme involved the closure of facilities in Moston, Greater Manchester, Wednesbury in the West Midlands, and Dagenham. Despite these significant operational changes, the company assured that these closures had no adverse impact on the availability of products, thanks to a robust distribution network now serviced through the Wholesale Channel.
Euan Sutherland, Chief Executive of AG Barr, highlighted the long-term growth prospects of their ‘power brands’, encompassing Irn-Bru, Rubicon, sports drink Boost, and the pre-mixed cocktail brand Funkin. Despite facing challenges in the hospitality sector and production constraints, the company remains committed to sustaining momentum across its diverse brand portfolio.
The company continues to maintain regional offices strategically located in Bolton and Milton Keynes, with its subsidiary brands, Boost Drinks and Funkin, headquartered in Leeds and London, respectively. These locations play a pivotal role in AG Barr’s operational strategy, facilitating both regional and national market coverage.
By aligning distribution and sales strategies with current market demands, AG Barr is mitigating potential risks associated with economic fluctuations. The business remains focused on leveraging its brand strengths and operational capabilities to navigate the UK’s complex business landscape.
AG Barr’s strategic reshaping and growing popularity of its flagship brand Irn-Bru mark a significant chapter in its expansion beyond Scotland. The company’s forward-thinking strategies promise sustained growth.
