Live from April to July 2026, the campaign will feature on OOH advertising, digital and social media as well as on the street sampling of over 500K consumers. It will attract its core audience of 18 to 34-year-olds, reaching over 20 million consumers.

Lisa McKenna, Boost Brand Director at AG Barr said they have always championed value, bringing great tasting functionality at a great price.

“Boost is not about high octane activities, we represent those who need energy for their everyday needs – the Mondays, not Mountains. So, like our name, we are straight up and embrace our simplicity so that we can deliver the best quality and best value for shoppers – truly a no-brainer choice,” said Lisa.

Boost continues to go from strength to strength and the new campaign builds on the brand’s momentum. Boost is the No.3 brand in Energy drinks^[1] and Boost Red Berry is the No. 2 top selling Energy drink¹ in Northern Ireland. Boost Sports Drinks are the No. 3 brand¹ in sports drinks and they have recently launched a new range of three great tasting, zero sugar waters with electrolytes.

“We’re aiming to build on this with our clear messaging, delivering straight up energy for straight up sales opportunities,” added Lisa.

Retailers should prominently display Boost Energy and Sport in their energy fixtures and Boost Water+ in their water fixtures to offer great-tasting, great value choices to their shoppers and drive incremental sales.

^[1] Circana, Value Sales, MAT to 07/03/26, Northern Ireland

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Limited edition flavours have proven to be a powerful driver of growth for the brand and the wider category, and this launch follows strong consumer demand after the original Ice Cream flavour debuted as a limited edition in 2023 and delivered £29m to the soft drinks category^[1].

Available nationally now, IRN-BRU Ice Cream joins the brand’s core IRN-BRU ZERO range, formerly known as IRN-BRU XTRA. The new permanent flavour extension is set to strengthen the core zero sugar range, while bringing additional excitement to the fixture. Consumer insight has underlined the potential of the flavour, with two in three IRN-BRU shoppers saying they would buy IRN-BRU Ice Cream^[2].

Kenny Nicholson, IRN-BRU Brand Director at AG Barr said: “Everyone knows IRN-BRU is truly unique. There’s no other flavour on the market quite like it. We’re ‘Made in Scotland from Girders’ but with a sweet, soft side, and every piece of innovation we bring to market should embody that spirit.

“We’ve already shown through our limited editions that IRN-BRU is far more than a single flavour product, and now we’re taking the next step by bringing some of that innovation into the core range.

“Inspired by the classic ice-cream float, IRN-BRU Ice Cream taps into the trend for nostalgic comfort while delivering an irresistible twist on the brand’s iconic taste. We all know the ritual – a cold can of IRN-BRU and a scoop of vanilla. It’s a classic for a reason,” Kenny added.

“With IRN-BRU Ice Cream we’ve bottled that magic in a ready-to-go format that captures that nostalgic comfort but still delivers the unmistakable IRN-BRU flavour. It’s been tried, tested and loved by shoppers, so now it’s here to stay.”

To support the launch, AG Barr will roll out a bold marketing campaign rooted in the brand’s “Made in Scotland from Girders” comms platform.

Retailers should prominently display IRN-BRU Ice-Cream in their chiller next to core IRN-BRU ZERO and use our eye-catching POS suite to drive incremental sales.

^[1] IRI Marketplace, Value Sales, 12 wks to 52 w/e 26.8.23 vs YA, Total Marketplace

^[2] Vypr consumer research Apr 2025

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The flavours – Sparkling Raspberry Peach, Sparkling Mango Lemonade, Sparkling Kiwi Guava, and Sparkling Strawberry Watermelon – are part of the brand’s ‘core’ line-up that have helped make CELSIUS the fastest growing energy drink brand in the U.S.2

Landing on shelves from February 2026, as consumers set New Year’s resolutions that focus on health and wellness goals, the launch is engineered to capitalise on the seasonal surge in fitness culture and maximise incrementality for retailers. The brand’s ‘core’ range features striking, clean can designs that are emblematic of the CELSIUS LIVE FIT ethos.

Garrett Quigley, President Celsius International, said: “We are excited for consumers in the UK and Ireland to experience the latest innovation from CELSIUS arriving from February.

“We believe the zero sugar, fruit-forward flavours that distinguish CELSIUS from traditional energy drinks align with consumers’ evolving needs for great taste without compromise. This innovation is designed to bring new consumers into the growing energy category, drive growth, and be a meaningful contributor to higher basket value for our retailers.”

The new CELSIUS flavours reflect the brand’s commitment to drive category growth through continued innovation with fruit-forward offerings, keeping loyal fans engaged while attracting new shoppers. They will be available across major retailers, convenience stores, and gyms and supported by sampling, activations, and high-impact POS displays.

Additionally, Sparkling Raspberry Peach and Sparkling Mango Lemonade flavours will be available as a multipack for the first time in the UK and Ireland. The introduction of multipacks offers retailers a ‘drink later’ format that enables consumers to stock up their cupboards and conveniently add CELSIUS to their daily routines.

Born in fitness, CELSIUS is a functional energy drink brand that combines bold taste and a blend of essential vitamins and caffeine without sugar or preservatives. CELSIUS supports active lifestyles with a blend of essential vitamins which contribute to the normal function of the immune system (B6, B12, C) and the reduction of tiredness and fatigue (B2, B3, B5, B6, B12, C), while helping to increase alertness and improve concentration (caffeine).

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Mike joins the island of Ireland operations from Coca-Cola HBC’s Italian business unit where he was Sales Director responsible for strengthening customer relationships in the At Home channels.

He joined Coca-Cola HBC in 2020 as International Key Account Director with responsibility for the Discount channel, having previously held various commercial roles at both Danone and Diageo.

His move to Ireland and Northern Ireland comes at an exciting time for the strategic bottling partner for The Coca-Cola Company as it continues to grow its 24/7 portfolio offer.

Coca-Cola HBC proudly produces and distributes all products within The Coca-Company portfolio, as well as locally owned brands including Deep RiverRock and Fruice.

It also produces and distributes Monster Energy; owns the premium spirits brand Finlandia Vodka; and is distributor for The Campari Group, Edrington, and coffee brand Caffé Vergnano on the island of Ireland.

Simon Fitzpatrick, General Manager Coca-Cola HBC Ireland and Northern Ireland said: “Mike comes to the island of Ireland operations with a wealth of experience, both inside and outside of the Coca-Cola system which can only strengthen our vision to be the leading 24/7 portfolio provider for our customers. We look forward to harnessing this experience to create even greater value for our customers and consumers in the months and years ahead.”

Mike Raven added: “The Ireland and Northern Ireland markets are exciting, diverse and full of potential. I look forward to working closely with our varied range of customers across the island of Ireland, and to supporting our first-class sales team as they continue their work to partner with our customers and delight our consumers every day.”

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Founded in Scotland in 1875, AG Barr has grown into a FTSE 250-listed company with a turnover of over £420 million (€500m), operating across 40 global markets and employing nearly 1,000 people at seven UK locations. With a new CEO joining in July 2024 and a new COO in January 2025, the company is well positioned for continued growth.

Despite industry-wide pressures, A.G Barr reported record turnover for the year ending January 2025 – up 5.1% year-on-year – driven by strong brand performance, innovation, and international growth.

A.G. Barr’s International Business Director, Gavan Morris – who also brings years of sales and marketing experience from his time at C&C Group – is focused on driving continued growth for the business.

“We’ve experienced significant international expansion in recent years, but the island of Ireland remains a key strategic priority for us. It’s our largest market outside of Great Britain, and the growth potential across both soft drinks and alcohol has never been greater,” said Gavan.

A.G Barr acquired BOOST in late 2022 and has since doubled down on brand investment across the Irish market. This includes a major focus on the, There’s a BOOST for That campaign and ongoing retail activations.

“The popularity of the brand in Northern Ireland is phenomenal,” said Gavan. “BOOST is number 2 in the energy, sport and Ice Coffee categories^*.

“BOOST is a brand that resonates deeply with consumers here, especially in the value energy segment. We’ve invested significantly post-acquisition, and we’re excited about what’s to come,” he added.

‘REMARKABLE GROWTH’

Sales of IRN-BRU rose 6.4% last year, with double-digit growth in England, and strong resonance across new audiences thanks to limited-edition NPD (Raspberry Ripple and Wild Berry Slush) and a record-breaking TikTok ad campaign – Mannschaft – the most viewed UK soft drinks post in 2024.

“IRN-BRU is a brand with legendary status and now growing rapidly outside of Scotland,” said Gavan. “We’re investing further in brand awareness activity in Ireland this year to build on that momentum.”

Over 1 million samples are planned for distribution in 2025 as part of a major consumer trial initiative.

Rubicon has seen remarkable growth, doubling in size over the past four years to become a £100 million brand. The company is backing the brand with a £6m media spend in 2025, double the previous year.

Rubicon Spring is the No.1 Flavoured Sparkling Water in the UK^**. The brand is the fastest-growing OFC (Other Flavoured Carbonate)^{^} and Energy brand in its category^{^^}. On the back of this success, Rubicon has just unveiled the new Rubicon Spring Vits range of drinks.

“Consumers are increasingly looking for smarter soft drink choices that don’t compromise on taste. By offering a delicious product with added health benefits, we can attract more people to the functional water category,” said Gavan.

“Our new Spring Vits range stands out by delivering 100% of the recommended daily intake of a multivitamin blend—something no other brand offers. Plus, it’s packed with the bold fruit flavours Rubicon is famous for.

GETTING STARTED

“Rubicon is one of the most dynamic brands in the UK market, and we believe that consumers on the island of Ireland are only beginning to see what it can do. We’re backing it with serious investment.”

Funkin is the UK’s No. 1 Cocktail Brand^{^*} and continues to play a strategic role in A.G Barr’s premium alcohol portfolio. While the on-trade sector has faced pressure, Funkin remains well positioned to respond to the growing trend toward at-home mixology and lower-alcohol socialising.

“Funkin isn’t immune to the same pressures affecting the wider hospitality sector, but the brand remains strong, relevant, and well-loved,” said Gavan. “We see opportunity in adapting to the shift in social habits and premium drinking occasions.”

This year’s activity comes as AG Barr marks 150 years in business. The company will launch a limited-edition Birthday Cake flavour from the Barr Family range and run its largest-ever on-pack promotion in partnership with the soon-to-be released Hollywood blockbuster, Jurassic World Rebirth.

“We’ve come a long way, from a small Scottish business to a global drinks group – but we’re only just getting started,” added Gavan.

“This year is about accelerating our ambition, getting closer to our customers and consumers, and unleashing the full potential of our brands in Northern Ireland, the Republic of Ireland, and beyond.”

^{*Source: Circana Energy Stimulation Convenience Northern Ireland Value and Unit Sales 52 w/e data to 29th March 2025.}

^{**Source: Circana Sparkling Flavoured Water Value Sales 52 w.e 20.04.25.}

^{^Source: Circana | OFC | Value Sales | 26 w/e 20.04.25}

^{^^ Source: Circana Total Market Stimulant Energy Major Brand % Change vs YA 52 w/e 20.04.25.}

^{^*Source: Nielsen UK PRE MIXED ALCOHOLIC DRINKS Total Coverage MAT 22.02.25}

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