drinks

Irn-Bru Announces It Will Launch Energy Drink This Summer

The energy drink market is big business – who doesn’t love a little pick me up in the middle of the day to get over that afternoon slump?

Well, the makers of Irn-Bru have now got in on the act and have announced they will be launching their own energy drink later this year.

From 1 July, people in the north of England, Scotland and Ireland will be able to get their hands on caffeine-packed cans of the famous beverage.

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A sugar-free option will also be available.

Manufacturer A.G. Barr claims its new beverage will “combine the iconic flavour of Irn-Bru’s top secret essence with the taurine, caffeine, B vitamins and taste of an energy drink.”

Speaking about the announcement, marketing director Adrian Troy said: “We know there are a huge number of Irn-Bru fans who love energy drinks, so we’re excited to reveal our plans for Irn-Bru Energy.

 

The Scottish firm has announced they will launch their energy drink later this year. Credit: A.G. Barr
The Scottish firm has announced they will launch their energy drink later this year. Credit: A.G. Barr

“Energy drinks are a really fast-growing, exciting market and we’re confident Irn-Bru Energy will wake up and shake up energy drink fans in Scotland and beyond.”

But this isn’t the first time the Cumbernauld-based firm has flirted with the energy drink world.

Back in 2006 it launched Irn-Bru 32, which in a tweet at the time, was described as ‘a limited edition product’.

And responding to a fan who asked whether it would come back into production, the company said ‘never say never’. Sure enough…

Today’s news is also a turn-up for the books, following last year’s heartbreaking news that the makers were reducing the amount of sugar in their drinks, in order to comply with the recommendations of the ‘sugar tax’ imposed on sweet treats.

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However, in anticipation of the move, a shopkeeper in Glasgow stockpiled crates of cans made with the original recipe. She then began flogging the limited edition bevs for £3.99 each.

This isn't the first time the makers of the iconic fizzy drink have ventured into the energy drink world. Credit: PA
This isn’t the first time the makers of the iconic fizzy drink have ventured into the energy drink world. Credit: PA

A savvy piece of business there, you have to admit.

And despite the hyper-inflated rate, shopkeeper Shugufta Ahmed said she has had zero complaints from customers, with people travelling from far and wide to get their lips on the stuff.

Speaking earlier this year, she said: “”I’ve had people from Aberdeen, Dundee and even customers from down south coming in to buy the drink.

“Some people actually buy it and put it in a case as they believe it will soon be a collector’s item. Some people buy it for friends too.

“We are selling it for £3.99 and I’ve not had anyone complain about the price yet. They are happy to buy it at that price.

“People honestly love the taste of it, it’s a big treat for them.”

 

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