It’s a new year, new Bru for Irn-Bru’s 125th birthday year
ICONIC Scottish soft drinks brand Irn-Bru has unveiled a major new brand revamp in time for its 125th anniversary year in 2026.
Complete with a new look and updated names, the new Irn-Bru range will begin to roll out across December 2025 and will highlight the brand’s distinctive design assets, namely its iconic strongman insignia, the ‘Made in Scotland From Girders’ strapline and – of course – it’s unmistakable orange colour.
The revamp also includes two new product name changes. Irn-Bru Sugar Free is set to return to its roots and will become ‘DIET’ Irn-Bru once again – the variant made the switch from Diet Irn-Bru to Irn-Bru Sugar Free in 2011 to highlight the low calorie benefit of the drink to consumers.
Furthermore, Irn-Bru XTRA will become Irn-Bru ‘ZERO’ to better communicate the extra Irn-Bru taste with zero sugar proposition and align with wider category expectations.
With low-calorie carbonates accounting for 50% of category sales and growing 50% faster than higher-calorie variants, according to Circana data, the clearer neame changes place Irn-Bru in a stronger position to drive sales, says AG Barr.
Irn-Bru 1901 will continue to highlights its ‘Old and Unimproved’ recipe on pack.
The new designs have performed positively in consumer testing so far, with purchase intent up by 13% with 55% shoppers who saw the new designs agreeing that they would be more likely to purchase the brand.
Kenny Nicholson, Irn-Bru brand director at AG Barr, said: “As we head into our 125th year, we’re refreshing the way IRN-BRU shows up on shelf by amplifying the iconic elements people know and love.
“This is a phased update that will roll out across early 2026, with an impactful design highly relevant for today’s market and worth paying more for.”
