Barr and Lees tap into national pride

Scottish brands aim to make the most of Euros fever


Barr is out to support retailers' sales this summer with its on-pack Euros promotion.
Barr is out to support retailers’ sales this summer with its on-pack Euros promotion.

WELL-KNOWN Scottish brands Barr Soft Drinks and confectioner Lees have been speaking about their hopes to boost sales as excitement builds for the Euros, with the national team taking on Germany in the opening match on 14 June.

Barr Soft Drinks is out to score goals for sales this summer with the launch of its new on-pack promo on Irn-Bru formats for the UEFA Euros Germany 2024.

Available on shelf from 15 April, the new promo can be seen across the Irn-Bru, Irn-Bru Sugar Free and Irn-Bru XTRA brands, with exclusive pack formats for convenience.

Making the most out of the PMP format, c-store retailers will be able to see the ‘We Can’ promo across £3 PMP 330ml multipacks of six cans for each of the three variants as well as on 500ml £1 PMP bottles.

Barr is also offering consumers the chance to bag some branded supporters’ toolkits throughout the Euros.

Backed by a £2million investment into the brand by Barr, the new packs will be supported with a fully integrated marketing campaign with a presence across TV, outdoor and digital advertising as well as POS kits for retailers to help drive up excitement in stores.

Jonanthan Kemp, commercial director at Barr Soft Drinks, said: “Irn-Bru is proven to drive the category around big sporting events. During the Fifa World Cup, the brand delivered an increase of 10% in incremental category volume and it was the second biggest national brand during the last UEFA Euros tournament.

“Irn-Bru will be the brand of summer soft drinks and we’re encouraging retailers to plan ahead, increase facings and make the most of our new packs and eye-catching POS to maximise this profit opportunity.”

Lees hopes consumers will show their patriotism by buying Scottish brands.
Confectioner Lees hopes consumers will show their patriotism by buying Scottish brands.

And for confectioner Lees of Scotland, as a Scottish brand manufacturing locally, there’s excitement across the factory in Coatbridge to cheer on Steve Clarke’s squad.

The company also wants to encourage consumers to embrace national patriotism by choosing Scottish brands to enjoy during the matches.

The heightened pride for consumers north of the border presents a significant opportunity for Scottish brands to enhance their presence in stores, tapping into shoppers’ desire to immerse themselves in their country and sport.

Kimberley Curtis, of Lees, said: “During this sporting event, we hope our Scottish provenance will encourage families and friends to pick up a sharing tub of mini snowballs or teacakes and cheer on our team from the comfort of their living room.

“During this huge sporting event, retailers should consider grouping Scottish products together and highlighting their Scottish selection where possible.”