Ag Barr Plc

AG BARR PLC is a Scottish company that produces, distributes and markets a wide range of soft drinks under its own brands and under brands licensed from other companies.

It's most famous brand is IRN-BRU, one of the most popular brands in UK, especially in Scotland where is perceived as a national drink and accounts for around half of the company's sales. (DATAMONITOR 2009).

IRN-BRU is currently manufactured in 5 factories in Russia, and is also manufactured under licence in Canada and Australia.

To diversify its product portfolio and to expand from Scotland into northern England, the company acquisitioned brands like Tizer(soft drink) and St Clement(a range of juices and smoothies), which can be stored ambient and have 6 months shelf life.

Acquisitions such as Findlays Spring Water(2001) and Strathmore Mineral Water(2006), have helped Barrs to shift emphasis away from carbonated drinks.

To expand in South East England, Barrs bought in 2008, Rubicon, a range of exotic fruit juices, targeted at the Asian community.

To enter into the fast growing sports drink category, the company launched new products such as energy drink IRN –BRU 32 and bought Taut, an energy drink, in 2008.

Introduced new products (2007) such as KA brand, the most consumed flavoured carbonate in the African and Caribbean communities in the UK.

SIMPLY, a fruit juice brand, targeted at school markets in UK

The company has also two brands in a new category of soft drinks known as functional waters: VITSMART and VITAMINSMART

Partnership brands: Orangina and Snapple, both fruit juices, aimed at adult market and Rockster, a partnership with the US energy drinks, targeted at young people through the UK.

Barrs