Zero Sugar drinks brand Irn-Bru Xtrais rolling out two limited edition summer flavours to help retailers maximise the seasonal soft drinks sales peak. Adrian Troy, marketing director at Barr Soft Drinks, said: “We know that summer is a key period for soft drinks and new flavours are driving growth in carbonates. Much like the Scottish summer, the new launches will only be available for a limited time this year in a bid to help add sales growth for soft drinks during the season, Barr said.

You can’t mention Scotland without mentioning Irn-Bru! Often referred to as the country's "other national drink" (after whisky), Irn-Bru - for the uninitiated - is a sweet, fizzy drink with a vivid orange hue. What does it taste like? Debate rages on across Scotland, from coast to coast! Is it a sort of liquid bubblegum flavour, or is it more like a carbonated caramel? A fruity cola? Nobody can quite decide - and that’s half the fun! We know that summer is a key period for soft drinks and new flavours are driving growth in carbonates,” says Adrian Troy, marketing director at Barr Soft Drinks. BARR Soft Drinks is gearing up its Irn-Bru Xtra brand for the summer with two new limited-edition flavour variants. IRI data reported that Irn-Bru Xtra delivers a 12% increase in sales value over the summer months in particular and is currently outperforming across the low-calorie carbonate market.He adds: “We also have an attention-grabbing media plan that will get consumers really excited about these flavours. We’ll be reaching 94% of 16-24s at least 45 times throughout the campaign with outdoorposters, influencer activity and social media content, so we know that they’ll be in even higher demand.” Barr’s exotic efforts to heat up soft drinks sales for this summer Flavours in the sun: Barr is keen to push sales this summer with new launches.