Irn-Bru apes Red Bull with limited-edition Winter Bru

Irn-Bru has unveiled a limited-edition spiced cinnamon and ginger flavour, in a bid to help retailers maximise soft drinks sales this winter period. 

Winter Bru will roll out across grocery and convenience from 1 November for a period of eight weeks.

It is available in a 330ml single can (rsp: £1.09) and 8x330ml multipack formats (rsp: £4.50), as well as in a 79p PMP can.

A suite of PoS would be available for retailers and wholesalers to create festive theatre in-store throughout the winter months, the AG Barr-owned brand said. 

The NPD would be backed by PR and influencer activations to “get shoppers excited”, it added. 

In May, Irn-Bru added two mystery limited-edition flavours –  Nessie Nectar and Unicorn Tears – to its Xtra range for an eight-week stint. 

The brand’s limited-edition flavours had been “hugely popular and a big incremental sales driver”, said Kenny Nicholson, Irn-Bru brand director.

”Retailers have sold more than nine million cans of Irn-Bru Xtra limited-editions in the past two years, with almost half attributed to new category shoppers,” said Nicholson. 

“Sales of ginger-flavoured drinks are also increasing by 27%, so we know this is the perfect time for Winter Bru. A spicy hit in every sip, we’ve combined our iconic Irn-Bru taste with a truly delicious festive flavour that we know will have shoppers running back for more before it’s gone.”

Irn-Bru is not the only soft drinks brand to experiment with limited-edition festive flavours. In 2023, Red Bull expanded its popular ‘editions’ range with the launch of its first Winter Edition, Spiced Pear. 

Fuji Apple & Ginger was unveiled as Red Bull’s latest winter edition last month.