Barr launches new energy brand PWR-BRU

Barr Soft Drinks has announced the launch of PWR-BRU – a distinctive new energy brand from the House of IRN-BRU.

IRN-BRU has already delivered growth within the energy market, with the brand seen by consumers as having a natural fit with the category, and research highlighted that there is the potential for something bigger and bolder. 

Consumer insight has shown that big can energy drinkers want to see something new in energy that looks and acts differently to the usual brands available. Combining the distinctive personality of IRN-BRU with the secret flavour essence and a bold design, PWR-BRU will bring something truly unique to the category, the company said.

“PWR-BRU is, without a doubt, the biggest launch of the year for the energy market. The Energy market in Scotland is a fast-growing sector, delivering one third of total soft drinks category growth, however only 25 per cent of shoppers currently buy energy brands so there is still huge growth potential,” Jonathan Kemp, commercial director at Barr Soft Drinks, said.

“IRN-BRU Energy delivered +£8.5m in category growth, and all our research was telling us that shoppers loved the unique BRU essence in an energy format, but they wanted us to go one step further with flavour and appearance. PWR-BRU is the brand to unlock incremental growth by offering something truly different, delivering an energy drink like no other brand can.”

In consumer testing, a massive 98 per cent of big can energy drinkers said they would buy PWR-BRU and more than 85 per cent said they would make a repeat purchase of all flavours, showing that shoppers are keen to get their hands on the range.

A £3 million launch investment will target 18-24s, the next generation of energy drinkers, using social media, brand influencers, sampling and outdoor posters and will also include unmissable point of sale and a field sales drive, to create in-store theatre.

Barr Soft Drinks will also be supporting the launch with a consumer campaign across August before the product even hits the shelves, getting a limited amount of product into consumers hands and creating demand before it’s available to buy.

The PWR-BRU range consists of the Original IRN-BRU flavour as well as three knockout fruity flavours with distinctive names: ‘Diablo’ Cherry, ‘Origin’ Original, ‘Maverick’ Berry and ‘Dropkick’ Tropical. Non-HFSS and levy free, PWR-BRU will be available in plain and price-marked (£1.19) 500ml cans. To maximise the sales potential, the full range of four flavours with their bright and colourful pack designs should be stocked to drive interest and excitement in the chiller.

“We’re confident that these four eye-catching, great tasting new products will re-energise the category and drive incremental sales for retailers,” added Kemp.

Barr Soft Drinks will be using its field sales team to support over 4,000 Scottish retailers in the first few weeks of launch with attention-grabbing PWR-BRU POS to support retailers by creating unmissable impact at launch.