Celebrating its 150^th anniversary, AG Barr is a well-known and long-established drinks company, which has grown from being primarily known for IRN-BRU to becoming a dynamic FTSE-listed PLC with ambitious growth goals.

Having recently acquired Boost, a drinks brand which has enjoyed phenomenal success in Northern Ireland across its 20-year history, AG Barr has committed to building on this success, promising further investment and innovation.

As Gavan Morris explains, the acquisition of Boost was a strategic move to strengthen their position in the rapidly expanding energy drinks sector.

“This acquisition complements our existing energy brands, Rubicon RAW and PWR-BRU, and allows us to cater to the increasingly diverse energy drink consumer,” said Gavan.

“Boost, with its strong presence and established growth trajectory, is well-positioned to be a key player within our portfolio. Boost’s success in Northern Ireland has been exceptional, thanks to two decades of dedicated investment in the region.

“The consumer base has developed a genuine affinity for the brand, driven by consistent product innovation and outstanding value. Our most recent campaign, ‘There’s a Boost for That’, aims to build on this success by driving consumer trials for our latest product innovations, including Boost Sport Cloudy Lemonade and Boost Energy Blue Raspberry.

“The early feedback has been incredibly positive, and we expect these new lines to be among the best-performing NPD in recent years, further reinforcing Boost’s position as Northern Ireland’s #2 energy drink brand across the Sport, Energy and Iced Coffee categories.”

Gavan started his long career in the drinks sector with McCabes and Bass Brewers before moving to an 11-year tenure at C&C Group, where he held various sales and marketing positions. In 2009, he joined AG Barr to manage Ireland and assumed his current role as International Business Unit Director in 2020, a particularly challenging time given the global impact of covid-19.

“Despite these challenges, we successfully navigated the pandemic and expanded our presence to around 40 countries worldwide,” said Gavan.

“My role primarily involves overseeing the establishment of distribution partnerships across key markets, though we occasionally manufacture locally in certain regions. Europe remains our core market, contributing approximately 90% of our international business, driven by key brands like Rubicon and IRN-BRU.

“However, we have made significant strides in North America in recent years, helping us quadruple the international business. The future looks promising, with substantial investments lined up to fuel continued growth.”

Despite industry-wide pressures, AG 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, with Gavan outlining a relentless focus on understanding the consumer and delivering exceptional value through great-tasting products as the key attributes to this success.

“Rubicon has been a standout performer, with a series of new product launches driving the brand’s impressive growth. In 2024, Rubicon became the fastest-growing soft drink brand, supported by innovations like Rubicon Sparkling, Rubicon RAW, Rubicon Spring, and the all-new Rubicon Spring VITS range,” said Gavan.

“While IRN-BRU is a household name, it’s a common misunderstanding that sales are predominantly in Scotland, however it is worth noting that we actually sell more IRN-BRU outside of Scotland than within it. Our 2024 TikTok campaign, Mannschaft broke records, becoming the most-viewed UK soft drink ad on the platform.

‘The consumer connection with Boost in Northern Ireland is especially strong thanks to a long-standing local presence’

“Boost has also seen tremendous growth post-acquisition, helped by an energy category that has proven resilient in the face of ongoing market challenges. Boost’s ability to deliver across energy, sport, and coffee categories has set it apart from the competition.

“Additionally, our alcohol portfolio, led by Funkin Cocktails – the UK’s #1 cocktail brand – has been a key driver. While the hospitality sector faces its own pressures, Funkin’s relevance and ability to adapt to evolving social trends and premium drinking occasions continue to solidify its market-leading position.”

Northern Ireland is a key area of focus now for the company, particularly following the acquisition of Boost, with Gavan citing the exceptionally strong performance of the energy drink in the region as a core difference between NI consumers and the rest of the UK.

“This reflects a unique consumer profile that values high-energy, great-tasting and good-value drinks,” said Gavan.

“That’s why innovation within the Boost range, such as Boost Sport Cloudy Lemonade and Boost Energy Blue Raspberry, is so important to our strategy here.

“The consumer connection with Boost in Northern Ireland is especially strong thanks to a long-standing local presence, targeted campaigns and a deep understanding of what resonates with the market,” added Gavan.

READ THE FULL INTERVIEW WITH GAVAN MORRIS IN THE JUNE ISSUE OF NEIGHBOURHOOD RETAILER HERE

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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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The roadshow will visit five locations across Northern Ireland including The Boulevard, Banbridge on 17^th August, Foyleside Shopping Centre, Derry~Londonderry on 31^st August, Victoria Square, Belfast on 7^th September, Queen’s University, Mandela Hall on 17^th September and Rushmere Shopping Centre, Craigavon on 21^st September.

The fully integrated There’s a BOOST for That campaign marks a strategic repositioning for the Boost Drinks range, including the release of its new ad, explained Amy Ankrah, Brand Manager, BOOST.

“The TV ad features everyday scenarios where people simply need a little boost. We want people to know that whether your day’s hilarious or humdrum, unforgettable or just get-through-able, every moment’s made better, with a BOOST.

“We can be there when people need some energy to power through, or want to pause and re-set with a tasty caffeine hit or are in need of some thirst-quenching hydration from our BOOST Sport range. Proving that there really is a BOOST to get you through your day,” said Amy.

BOOST REFRESH

The upcoming There’s a BOOST for That roadshow will offer the public lots of ways to interact and engage with the brand.

“We have created a bespoke installation with three different zones that will pop up at each of our locations,” added Amy.

There’s a BOOST for That campaign includes a makeover for BOOST bottles and cans as well as introducing new flavours.

“BOOST fans may have noticed that we have extended our range this year, with a new limited edition BOOST Sport flavour, Watermelon & Lime, which is already selling out in some outlets,” said Amy.

“Also proving popular are the two new Sugar Free flavours, Sugar Free Apple and Raspberry and Sugar Free Tropical Blitz, which complement our Sugar Free Original.

“We’ve also refreshed the look of our entire range to ensure BOOST products look contemporary and appealing in stores. Our delicious Iced Coffee range has received a total makeover – a brand-new look but the same great taste and made with real milk.”

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Hipkiss joined Boost in June 2019 as Marketing Director and in this time has led the overall brand strategy, accelerated insight led advertising and NPD, restructured the marketing team, successfully overseen the sales and distribution agreement with Rio and has championed the closer alignment of sales, marketing and category teams within the Boost business.

Simon Gray, CEO said: “At Boost we are proud of our ongoing commitment to adapting and developing our business structure and approach to best meet the needs of our people, our customers and our partners.

“The Commercial Director role is an exciting development for Boost that will span the leadership of the sales, marketing and category functions, and leading the overall commercial strategy.

‘I believe that we have in Adrian someone who has the skills and experience to drive the overall commercial function forward at Boost’ 

Simon Gray, Boost Drinks CEO

“In the almost five years Adrian has been with Boost as Marketing Director, he’s demonstrated a hugely successful marketing pedigree overseeing a significant and positive evolution for the Boost brand.

“Prior to his time at Boost, Adrian also held the reins in sales departments across a number of organisations and I believe that we have in Adrian someone who has the skills and experience to drive the overall commercial function forward at Boost through a combination of strong commercial acumen, commitment to being led by insight, a resolute focus on strategy and a passion for our culture.”

Adrian Hipkiss said: “I am absolutely delighted to be taking on the Commercial Director role within the business and working with the outstanding teams we have in sales, marketing and category at Boost to continue our growth trajectory, brand presence and drive our commercial strategy forward.”

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The Leeds-based drinks company is so familiar to people here that it is often mistaken as a Northern Ireland-based business, explained Boost Drinks CEO, Simon Gray.

“For 20 years we have immersed ourselves in every aspect of life in Northern Ireland, supporting local charities, encouraging grass roots sportsmen and women, giving NHS workers a boost and raising the profile of performers and various organisations and individuals.

“In fact, we’ve been so present in Northern Ireland society that people often think this our home which I take as a huge compliment.”

Boost Drinks is the number one best-selling energy drink in Northern Ireland with a 32% market share in convenience*.

Simon said: “We couldn’t have achieved our market position without the support of the hard-working people of Northern Ireland. So, this year was all about saying thank you for being in our corner for the last 20 years. We wanted our gratitude and our celebration to be at the heart of the brand activations for our Boost Iced Coffee, Sport and Energy ranges.”

SEARCH FOR NI HEROES

As part of its year-long Always In Your Corner campaign, the drinks company has been searching for Northern Ireland’s local heroes, whether that be deserving mums or retailers who have gone above and beyond for their communities.

Simon continued: “The search for our local heroes generated hundreds of entries and after much deliberation we chose five individuals and five retailers whose identities will be revealed at our 20th birthday celebration taking place at the Titanic Hotel on 2^nd November.

“The Boost heroes will receive a trophy, shops will get a slimline fridge and consumers will get a £200 voucher, as a thank you for all of the commitment they have shown to their customers and communities.

“As we look back, we’re proud to say that we have supported a huge array of worthwhile causes, individuals, and organisations across Northern Ireland over the last two decades. Five of them, including Malone Tornadoes Mixed Ability Rugby, Brain Injury Matters and Air Ambulance NI, plus local band, Highway 56, and Boost’s distribution partner in Northern Ireland, Hardy Distribution, shared their connection to Boost in a revealing series of short videos which can be seen on our social media channels.”

Gareth Hardy, Hardy Distribution, Boost’s distribution partner in Northern Ireland said: “We have been distributing Boost for 20 years in Northern Ireland – we have been there from day one. We are an extension of their business and they treat us just like that and I believe that’s been key to our success.

“Offering a product that is competitively priced in 2003 but did not compromise on quality or taste was exactly what the market here wanted, and consumers responded.

“Since we started working with Boost, we have gone from two employees to 10 and from 2,000 sq ft to 50,000 sq ft of warehouse space. The relationship we have with Boost is testament to how collaborative working can really pay off.”

BOOST’S IMPACT ON NI

Colleen Milligan, Air Ambulance Northern Ireland, said: “It costs around £48K per week to keep the Air Ambulance operational and we get on average two callouts per day. The £41K raised by Boost meant that our team could make 12 potentially life-saving responses getting treatment to those who need it most in the fastest way possible.”

Boost also helped catapult buskers from Northern Ireland into the public eye including Highway 56. To celebrate the launch of Boost Juic’d Blood Orange and Raspberry Crush, Boost Drinks launched Boost’s Busker Corner competition to find talented buskers who would benefit from a once-in-a-lifetime prize. There were two heats, one in Derry~Londonderry won by Jack Fairon with the Belfast title won by brothers, Fergus and Cormac McPherson, Highway 56.

Cormac McPherson, Highway 56, said: “When we entered the competition, we had no idea about the impact it would have on our careers.

“Boost helped open doors for us in the music industry and we got bookings to play at some events. It was a very proud moment and great exposure for us that we never would have achieved without Boost’s help.”

Simon Gray concluded: “As a business, it is easy to forget about the wider impact Boost has had on the many organisations and individuals here that we have worked with. We are committed to continuing to build on the good will and affection that people from Northern Ireland feel for Boost for the next twenty years.”

Since 2003, the Boost Drinks brand has grown from strength to strength, establishing itself as the number one selling soft drink in Northern Ireland*.

Boost was established in 2001 after founder (and MD) Simon Gray saw the opportunity to offer consumers a great quality energy drink at a fraction of the price of other brands at that time.

Two years later Boost, alongside Hardy Distribution, brought the brand to the local market, making the brand 20 years old in NI this year. Boost Drinks now owns the province’s top selling soft drink within the local independent convenience channel1.

* All figures are from the latest Circana/IRI based on the latest 52we to 9th September 2023. Distribution numbers are via Greenfield Marketing.

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