Saleem boosts sales with Irn-Bru Energy

Saleem Sadiq

Renfrew Spar retailer Saleem Sadiq has no doubt that Irn-Bru Energy has been a hit in his store, driving footfall, sales and profits.

Launched in June 2019, Irn-Bru Energy has performed exceptionally well, selling over five million cans – with over 80% of those who tried it saying they would purchase again, according to AG Barr figures.

Spar Renfrew retailer Saleem Sadiq is certainly a fan. He said: “Every so often a product comes along that is an instant hit with customers. One such product is Irn-Bru Energy. Launched last year, we at Spar were very lucky to have it in every Spar store on day one. Allegedly made from girders, this one has developed wings of its own. It definitely has been a phenomenal success and, for me, it’s a must-stock item on a permanent fixture on our shelves.”

This year, Irn-Bru Energy is supported by a £1m brand investment which included heavyweight outdoor and digital advertising in March to drive trial and awareness amongst Scottish energy drink shoppers.

“Energy is a really important category for retailers to get right, with nearly one in three soft drinks sold in convenience stores being an energy drink [IRI, Apr 2020],” said Adrian Troy, Marketing Director at Barr Soft Drinks.

“Consumers are increasingly opting for flavoured variants when choosing an energy drink and Irn-Bru Energy, from the UK’s No.1 flavour carbonate brand, offers an exciting additional choice, combining the iconic flavour of Irn-Bru’s top secret essence with the taurine, caffeine, B vitamins and taste of an energy drink.”

Available in sugar and no sugar options, Barr Soft Drinks advises retailers to merchandise both variants of Irn-Bru Energy in the chiller next to other slim can energy products to offer shoppers choice and drive incremental sales.