Editing Irn-Bru

{{Short description|Scottish carbonated soft drink}}
{{Redirect|Made in Scotland from girders|the comic book named for this tagline|Highland Laddie (comic book)#Made From Girders}}
{{Use British English|date=May 2012}}
{{Use dmy dates|date=September 2023}}
{{Infobox Beverage
| name         = Irn-Bru
| logo         = Irn-Bru logo.png
| image        = Barr IRN-BRU Sugar Free (3 of 3).jpg
| caption      = Sugar free Irn-Bru in a glass, with the associated silver sugar free variant can
| type         = [[Carbonation|Carbonated]] [[soft drink]]
| manufacturer = [[A.G. Barr]]
| region       = [[Glasgow]] and [[Falkirk]]
| origin       = Scotland
| introduced   = 1889 (as Iron Brew)<br>1899 (test launch)<br>1901 (officially)<br>2018 (new recipe)
| discontinued = {{plainlist|
* Irn-Bru XS
* Irn-Bru 32
* Fiery Irn-Bru}}
| colour       = Orange
| ingredients  = {{plainlist|
* [[carbonated water]]
* [[sugar]]
* [[citric acid]]
* [[flavourings]] (incl. [[caffeine]], [[ammonium ferric citrate]], [[quinine]])
* [[sodium benzoate]]
* [[Sunset yellow FCF]]
* [[Ponceau 4R]]
* [[Acesulfame K]]
* [[Aspartame]]}}
| variants     = {{plainlist|
* Irn-Bru
* Irn-Bru Sugar Free
* Irn-Bru Xtra
* Irn-Bru 1901}}
}}

'''Irn-Bru''' ({{IPAc-en|ˌ|aɪər|n|_|ˈ|b|r|uː}} "iron brew", {{IPA|sco|ˌəirənˈbruː|lang}}) is a [[Scottish cuisine|Scottish]] [[carbonation|carbonated]] [[soft drink]], often described as "Scotland's other [[national drink]]" after [[Scotch whisky]].<ref name="Brooks">{{cite news|url=https://www.theguardian.com/commentisfree/2007/may/30/scotlandsothernationaldrink|title=Alongside penicillin, tarmacadam and the bicycle, there is another Scottish invention that has genuinely rocked the world: Irn Bru.|last=Brooks|first=Libby|date=30 May 2007|work=[[The Guardian]]|access-date=5 February 2012|archive-date=5 October 2013|archive-url=https://web.archive.org/web/20131005143618/http://www.theguardian.com/commentisfree/2007/may/30/scotlandsothernationaldrink|url-status=live}}</ref> Introduced in 1901, the drink is produced in [[Westfield, Cumbernauld]], [[North Lanarkshire]], by [[A.G. Barr]] of [[Glasgow]]. As well as being sold throughout the United Kingdom, Irn-Bru is available throughout the world and can usually be bought where there is a significant community of people from Scotland.<ref>{{Cite web|date=5 November 2021|title='The first sip was rather shocking': Cop26 delegates try Irn-Bru for the first time|url=https://www.theguardian.com/environment/2021/nov/05/cop26s-big-question-is-irn-bru-any-good|access-date=6 November 2021|work=The Guardian|first1=Patrick|last1=Greenfield|first2=Libby|last2=Brooks}}</ref> The brand also has its own [[tartan]].<ref>{{cite web |title=Tartan Details - Irn Bru |url=https://www.tartanregister.gov.uk/tartanDetails?ref=1856 |website=tartanregister.gov.uk |access-date=8 November 2023 |archive-date=1 July 2023 |archive-url=https://web.archive.org/web/20230701011414/https://www.tartanregister.gov.uk/tartanDetails?ref=1856 |url-status=live }}</ref> It has been the top-selling soft drink in Scotland for over a century, competing directly with global brands such as [[Coca-Cola]].<ref name="Brand">{{cite news|title=How this brand has outsold Coke in Scotland for over a century|url=https://www.cbc.ca/radio/undertheinfluence/how-this-brand-has-outsold-coke-in-scotland-for-over-a-century-1.5420519|work=[[Canadian Broadcasting Corporation]]|access-date=13 October 2021|archive-date=18 October 2021|archive-url=https://web.archive.org/web/20211018091754/https://www.cbc.ca/radio/undertheinfluence/how-this-brand-has-outsold-coke-in-scotland-for-over-a-century-1.5420519|url-status=live}}</ref>

Originally selling it as Iron Brew, the drink's makers, A.G. Barr, were forced to change the name of the drink in 1946 following a change in the law that stipulated that the marketing of products be "literally true". As the drink did not contain much [[iron]], nor was it brewed, the passage of this legislation led the company to change the product's name to the presently used Irn-Bru.<ref>{{cite web |last1=Wilson |first1=Sarah |title=Irn-Bru: the surprising and secretive history of Scotland's 'other national drink' {{!}} Scotsman Food and Drink |url=https://foodanddrink.scotsman.com/drink/irn-bru-surprising-secretive-history-scotland-national-drink/ |website=foodanddrink.scotsman.com |access-date=17 February 2024 |date=10 July 2019 |archive-date=17 February 2024 |archive-url=https://web.archive.org/web/20240217231505/https://foodanddrink.scotsman.com/drink/irn-bru-surprising-secretive-history-scotland-national-drink/ |url-status=live }}</ref> Irn-Bru has long been the most popularly consumed soft drink in Scotland, consistently beating rivals such as [[Coca-Cola]], [[Pepsi]] and [[Fanta]], and reportedly sells 20 cans every second throughout Scotland.<ref>{{cite web |title=IRN-BRU 16 things you didn't know about Scotland's 'other' national drink |url=https://www.scotsman.com/heritage-and-retro/heritage/facts-about-irn-bru-scottish-national-drink-3874400?page=4 |website=www.scotsman.com |access-date=17 February 2024 |archive-date=17 February 2024 |archive-url=https://web.archive.org/web/20240217231504/https://www.scotsman.com/heritage-and-retro/heritage/facts-about-irn-bru-scottish-national-drink-3874400?page=4 |url-status=live }}</ref> Irn-Bru is sold in a number of international food and drink markets, including countries such as the Netherlands, Spain, Belgium, Malta, certain countries of the African continent, the Middle East, and North America.<ref>{{cite web |title=IRN-BRU 16 things you didn't know about Scotland's 'other' national drink |url=https://www.scotsman.com/heritage-and-retro/heritage/facts-about-irn-bru-scottish-national-drink-3874400?page=4 |website=[[The Scotsman]] |access-date=17 February 2024 |archive-date=17 February 2024 |archive-url=https://web.archive.org/web/20240217231504/https://www.scotsman.com/heritage-and-retro/heritage/facts-about-irn-bru-scottish-national-drink-3874400?page=4 |url-status=live }}</ref>

==Overview and history==
===Appearance and overview===
Irn-Bru is known for its bright orange colour and unique flavour.<ref name="Is Irn-Bru Really Made From Girders?">{{cite web|title=Is Irn-Bru Really Made From Girders?|url=https://www.scotsman.com/arts-and-culture/irn-bru-really-made-girders-1474787|work=[[The Scotsman]]|date=9 June 2016|access-date=13 November 2021|archive-date=17 July 2020|archive-url=https://web.archive.org/web/20200717152332/https://www.scotsman.com/arts-and-culture/irn-bru-really-made-girders-1474787|url-status=live}}</ref> As of 1999, it contained 0.002% of [[ammonium ferric citrate]], sugar, 32 flavouring agents including [[caffeine]] and [[quinine]] (but not in Australia), and two controversial colourings ([[Sunset Yellow FCF]] [[E number|E]]110 and [[Ponceau 4R]] E124). On 27 January 2010, soft-drink manufacturer [[A.G. Barr]] agreed to a [[Food Standards Agency]] voluntary ban on these two colourings although no date was set for their replacement.<ref>{{cite news | url=http://www.just-drinks.com/article.aspx?id=99662 | archive-url=https://archive.today/20130127091807/http://www.just-drinks.com/article.aspx?id=99662 | url-status=dead | archive-date=27 January 2013 | work=just-drinks | title=AG Barr to replace colourings in Irn-Bru | date=28 January 2010 }}</ref>

After lobbying by [[First Minister of Scotland]] [[Alex Salmond]], a proposed restriction of Sunset Yellow to 10&nbsp;mg/litre was eased to 20&nbsp;mg/litre in 2011 – the same amount present in Irn-Bru.<ref name="Bolger2011">{{cite news|last=Bolger|first=Andrew|title=EU reprieve for Scottish soft drink Irn-Bru|url=https://www.ft.com/content/8469d760-daf4-11e0-bbf4-00144feabdc0|access-date=5 May 2017|work=[[Financial Times]]|date=9 September 2011|archive-date=28 July 2017|archive-url=https://web.archive.org/web/20170728213610/https://www.ft.com/content/8469d760-daf4-11e0-bbf4-00144feabdc0|url-status=live}}{{subscription required}}</ref> As of August 2024, Irn-Bru still contains these colourings.<ref name="IrnBruSite2017">{{cite web|title=The Guilty Suspects|url=http://www.irn-bru.co.uk/drinks/drinks#|work=Irn-Bru|publisher=[[A.G. Barr]]|archive-url=https://web.archive.org/web/20170505230215/http://www.irn-bru.co.uk/drinks/drinks|archive-date=5 May 2017}}</ref>

===Origins===
[[File:Barr's Irn Bru Factory - geograph.org.uk - 218530.jpg|thumb|right|[[A.G. Barr]] factory in [[Cumbernauld]] where Irn Bru is produced]]

The first Iron Brew drink was produced by the Maas & Waldstein chemicals company of New York in 1889 under the name IRONBREW.<ref name=":1">{{Cite journal|last=Leishman|first=David|date=2017|title="Original and Best"? How Barr's Irn-Bru Became a Scottish Icon|url=http://etudesecossaises.revues.org/1206|journal=Études écossaises|volume=19|via=OpenEdition|access-date=28 September 2017|archive-date=28 September 2017|archive-url=https://web.archive.org/web/20170928193624/http://etudesecossaises.revues.org/1206|url-status=live}}</ref> The drink was popular across North America and was widely copied. A similar beverage was launched in 1898 by London essence firm Stevenson & Howell that supplied soft drinks manufacturers in the UK and colonies. Many local bottlers around the UK began selling their own version of the beverage.<ref name=":1" />

Despite the official launch date for Barr's Iron Brew being given as 1901, the firms AG Barr & Co (Glasgow) and Robert Barr (Falkirk) jointly launched their own Iron Brew drink at least two years earlier, according to a document in the firm's archives which indicates that the drink was already enjoying strong sales by May 1899.<ref name=":1" /> The strongman image which Barr's adopted for their bottle labels and advertising had been trademarked by the firm Stevenson & Howell in 1898.<ref>{{Cite web|url=https://images.nationalarchives.gov.uk/assetbank-nationalarchives/action/viewAsset?id=934&index=151&total=1000&categoryId=13&categoryTypeId=1&collection=Victoriana%20and%20Edwardiana&sortAttributeId=0&sortDescending=true|title=Iron Brew Showcard registered in 1898 by Stevenson & Howell (Reference: 1 143 002)|date=1898|work=[[The National Archives (United Kingdom)|The National Archives]]|access-date=28 September 2017|archive-date=28 September 2017|archive-url=https://web.archive.org/web/20170928193611/https://images.nationalarchives.gov.uk/assetbank-nationalarchives/action/viewAsset?id=934&index=151&total=1000&categoryId=13&categoryTypeId=1&collection=Victoriana%20and%20Edwardiana&sortAttributeId=0&sortDescending=true|url-status=live}}</ref> Barr's ordered their labels directly from Stevenson & Howell, which also sold Barr's many of the individual flavours with which they mixed their own drinks.<ref name=":1" /> An advertisement for Barr's Iron Brew dated 1900 featuring the original strongman label can be found in Falkirk's Local History Archives.<ref>{{Cite book|title=The Falkirk Cookery Book|publisher=[[John Callander]]|year=1900|location=Falkirk|pages=Back page}}</ref>

===Trademark===

Barr's trademark application for the brand name Irn-Bru dates from July 1946<ref>Trademark number [https://trademarks.ipo.gov.uk/ipo-tmcase/page/Results/1/UK00000649974 UK00000649974] {{Webarchive|url=https://web.archive.org/web/20190901205255/https://trademarks.ipo.gov.uk/ipo-tmcase/page/Results/1/UK00000649974 |date=1 September 2019 }}</ref> when the drink was still off sale because of wartime regulations. The firm first commercialised their drink using this new name in 1948 once government SDI consolidation of the soft drinks industry had ended.<ref>{{Cite news|title=The Adventures of Ba-Bru: The new way Mr Barr spells Irn-Bru|date=21 May 1948|work=Motherwell Times}}</ref> The name change followed the introduction of new labelling restrictions which cracked down on spurious health claims and introduced minimum standards for drinks claiming to contain minerals such as iron.<ref>{{Cite book|title=The Advertising, Labelling and Composition of Food|publisher=[[Ministry of Agriculture, Fisheries and Food (United Kingdom)|Ministry of Food]]|year=1949|location=HMSO|pages=46–48}}</ref> However, according to Robert Barr OBE (chairman 1947–1978), there was also a commercial rationale behind the unusual spelling. "Iron Brew" had come to be understood as a generic product category in the UK, whereas adopting the name "Irn-Bru" allowed the firm to have a legally protected brand identity that would enable the firm to benefit from the popularity of their wartime "Adventures of Ba-Bru" comic strip advertising.<ref name=":1" /> (The "Iron Brew" name has continued to be used for many versions of the drink sold by rival manufacturers.)<ref name="bbc_bottles">{{cite web|url=https://www.bbc.co.uk/news/uk-scotland-scotland-business-33985180|title=Irn Bru bottles reach point of no return|work=[[BBC News]]|date=19 August 2015|access-date=18 September 2015|quote=It had trademarked 'Irn Bru', while others sold Iron Brew|archive-date=24 November 2018|archive-url=https://web.archive.org/web/20181124111217/https://www.bbc.co.uk/news/uk-scotland-scotland-business-33985180|url-status=live}}</ref>

===Popularity and new variants===
[[File:Fm irnbru.jpg|thumb|left|A small bottle of Irn Bru in the former labelling and packaging (2004)]] 
1980 saw the introduction of Low Calorie Irn-Bru: this was re-launched in 1991 as [[Diet soda|Diet]] Irn-Bru and again in 2011 as Irn-Bru Sugar Free. The Irn-Bru 32 [[energy drink]] variant was launched in 2006, but was discontinued shortly after.

Irn-Bru has long been the most popular soft drink in Scotland, with [[Coca-Cola]] second, but competition between the two brands brought their sales to roughly equal levels by 2003.<ref>{{cite news|url=https://www.scotsman.com/news/coke-takes-sparkle-irn-bru-2465957|work=[[The Scotsman]]|title=Coke takes sparkle from Irn-Bru|date=30 September 2003|access-date=13 November 2021|archive-date=7 November 2021|archive-url=https://web.archive.org/web/20211107180500/https://www.scotsman.com/news/coke-takes-sparkle-irn-bru-2465957|url-status=live}}</ref> It is also the third best selling soft drink in the UK,<ref>{{cite web|last=Hosie|first=Rachel|title=Irn-Bru: 15 things you didn't know about Scotland's national drink|url=https://www.independent.co.uk/life-style/food-and-drink/irn-bru-things-what-is-didnt-know-recipe-change-ag-barr-scotland-favourite-soft-drink-can-a8143301.html|work=[[The Independent]]|access-date=1 August 2018|date=5 January 2018|archive-date=1 August 2018|archive-url=https://web.archive.org/web/20180801130158/https://www.independent.co.uk/life-style/food-and-drink/irn-bru-things-what-is-didnt-know-recipe-change-ag-barr-scotland-favourite-soft-drink-can-a8143301.html|url-status=live}}</ref> after Coca-Cola and Pepsi, outselling high-profile brands such as [[Fanta]], [[Dr Pepper]], [[Sprite (soft drink)|Sprite]] and [[7 Up]]. This success in defending its home market (a feat claimed only by Irn-Bru, [[Inca Kola]] and [[Thums Up]]; Thums Up sold out to [[The Coca-Cola Company|Coca-Cola]] in 1993, and Inka Kola owners [[Corporación Lindley S.A.]] entered into a joint venture with Coca-Cola in 1999, giving up all rights to the name outside Peru) led to ongoing speculation that Coca-Cola, [[PepsiCo, Inc.]] or its UK brand franchisee [[Britvic]] would attempt to buy A.G. Barr. In November 2012 AG Barr and Britvic announced a merger proposal,<ref>{{cite web |first=Martin |last=Flanagan |url=http://www.scotsman.com/business/management/ag-barr-britvic-merger-could-see-500-jobs-axed-1-2632171 |title=AG Barr-Britvic merger could see 500 jobs axed – Management|work=[[The Scotsman]]|access-date=14 November 2012 |archive-date=16 November 2012 |archive-url=https://web.archive.org/web/20121116200312/http://www.scotsman.com/business/management/ag-barr-britvic-merger-could-see-500-jobs-axed-1-2632171 |url-status=live }}</ref> but in July 2013 the merger collapsed when terms could not be agreed.<ref>{{cite news|url=http://uk.reuters.com/article/uk-britvic-agbarr-idUKBRE96A0MM20130711|work=[[Reuters]]|title=Britvic, A.G. Barr merger deal collapses|date=11 July 2013|access-date=5 July 2021|archive-date=9 February 2019|archive-url=https://web.archive.org/web/20190209003105/https://uk.reuters.com/article/uk-britvic-agbarr-idUKBRE96A0MM20130711|url-status=dead }}</ref>

Irn-Bru's advertising slogans used to be 'Scotland's other National Drink', referring to [[whisky]], and 'Made in Scotland from [[girder]]s', a reference to the rusty colour of the drink;<ref>{{cite news|url=https://www.scotsman.com/arts-and-culture/irn-bru-really-made-girders-1474787|title=Is Irn-Bru really made from girders?|newspaper=The Scotsman|date=9 June 2016|access-date=2 September 2020|archive-date=17 July 2020|archive-url=https://web.archive.org/web/20200717152332/https://www.scotsman.com/arts-and-culture/irn-bru-really-made-girders-1474787|url-status=live}}</ref> though the closest one can come to substantiating this claim is the 0.002% [[ammonium ferric citrate]] listed in the ingredients.

Fiery Irn-Bru, a limited edition variant, was released in autumn 2011. It was packaged with a black and orange design, and with the signature man icon with an added image of a fire. It featured the traditional Irn-Bru flavour with an aftertaste similar to ginger.<ref>{{Cite web |date=18 October 2018 |title=Remembering Fiery Irn-Bru and one of our favourite banned ads |url=https://foodanddrink.scotsman.com/drink/video-remembering-fiery-irn-bru-and-one-of-our-favourite-banned-ads/ |access-date=23 August 2022 |website=Scotsman Food and Drink |language=en-US |archive-date=23 August 2022 |archive-url=https://web.archive.org/web/20220823205858/https://foodanddrink.scotsman.com/drink/video-remembering-fiery-irn-bru-and-one-of-our-favourite-banned-ads/ |url-status=live }}</ref><ref>{{cite web |last1=Eleftheriou-Smith |first1=Loulla-Mae |title=Irn-Bru launches 'fiery' limited edition drink |url=https://www.campaignlive.com/article/irn-bru-launches-fiery-limited-edition-drink/1093547 |website=Campaign Live |access-date=21 December 2023 |archive-date=21 December 2023 |archive-url=https://web.archive.org/web/20231221155548/https://www.campaignlive.com/article/irn-bru-launches-fiery-limited-edition-drink/1093547 |url-status=live }}</ref>

Irn-Bru was also sold in reusable 750 ml glass bottles<ref>{{Cite web |date=19 August 2015 |title=Irn-Bru maker ends glass bottle returns |url=http://www.theguardian.com/lifeandstyle/2015/aug/20/irn-bru-maker-ends-glass-bottle-returns |access-date=23 May 2022 |website=The Guardian |language=en}}</ref> which, like other Barr's drinks, were able to be returned to the manufacturer in exchange for a 30 pence (previously 20p) deposit paid on purchase. This scheme was widely available in shops across Scotland and led to the colloquial term for an empty: a "glass cheque".<ref name="autogenerated1">{{cite web |url=http://news.stv.tv/scotland/1337555-the-end-of-the-glass-cheque-irn-bru-stops-bottle-return-scheme|title=The end of the 'glass cheque': Irn-Bru stops bottle return scheme &#124; Scotland|work=[[STV News]]|date=30 December 2015|access-date=9 January 2016|archive-url=https://web.archive.org/web/20160103023420/http://news.stv.tv/scotland/1337555-the-end-of-the-glass-cheque-irn-bru-stops-bottle-return-scheme|archive-date=3 January 2016|url-status=dead}}</ref><ref name="theguardian1">{{cite news |first=Audrey |last=Gillan |url=https://www.theguardian.com/lifeandstyle/shortcuts/2015/dec/13/cash-in-your-glass-cheques-the-end-of-the-irn-bru-buy-back-scheme-is-nigh |title=Cash in your 'glass cheques': the end of the Irn Bru buy-back scheme is nigh &#124; Life and style |newspaper=The Guardian |access-date=9 January 2016 |archive-date=5 January 2017 |archive-url=https://web.archive.org/web/20170105075500/https://www.theguardian.com/lifeandstyle/shortcuts/2015/dec/13/cash-in-your-glass-cheques-the-end-of-the-irn-bru-buy-back-scheme-is-nigh |url-status=live }}</ref> As a result of a 40% drop in returned bottles since the 1990s Barr deemed the washing and re-filling process uneconomical,<ref>{{cite news |url=https://www.bbc.co.uk/news/uk-scotland-glasgow-west-33985022 |title=Irn Bru maker AG Barr signals end to bottle returns|work=[[BBC News]]|date=19 August 2015 |access-date=13 November 2021|archive-date=26 February 2019 |archive-url=https://web.archive.org/web/20190226070504/https://www.bbc.co.uk/news/uk-scotland-glasgow-west-33985022 |url-status=live }}</ref> and on 1 January 2016 ceased the scheme.<ref name="autogenerated1"/><ref name="theguardian1"/>

===New logo===

2016 saw the introduction of the current logo, conveying "strength" and an "industrial feel",<ref>{{cite news|title=Fizzy drink Irn-Bru gets sparkling new branding and packaging design|url=https://www.designweek.co.uk/issues/2-8-may-2016/fizzy-drink-irn-bru-gets-sparkling-new-branding-and-packaging-design|access-date=5 December 2017|work=[[Design Week]]|date=3 May 2016|archive-date=6 December 2017|archive-url=https://web.archive.org/web/20171206005945/https://www.designweek.co.uk/issues/2-8-may-2016/fizzy-drink-irn-bru-gets-sparkling-new-branding-and-packaging-design/|url-status=live}}</ref> and a new diet variant called Irn-Bru Xtra<ref>{{cite news|title=AG Barr reveals Irn-Bru Xtra as part of its new marketing strategy following sugar tax|url=http://www.thedrum.com/news/2016/07/24/ag-barr-reveals-irn-bru-xtra-part-its-new-marketing-strategy-following-sugar-tax|access-date=2 December 2017|work=The Drum|first=Tony|last=Connelly|date=24 July 2016|archive-date=3 December 2017|archive-url=https://web.archive.org/web/20171203224430/http://www.thedrum.com/news/2016/07/24/ag-barr-reveals-irn-bru-xtra-part-its-new-marketing-strategy-following-sugar-tax|url-status=live}}</ref><ref>{{cite news|title=Irn-Bru XTRA is finally here and this is where you can buy it|url=https://foodanddrink.scotsman.com/drink/irn-bru-xtra-is-finally-here-and-this-is-where-you-can-buy-it/|access-date=2 December 2017|work=The Scotsman|date=19 August 2016|archive-date=3 December 2017|archive-url=https://web.archive.org/web/20171203224423/https://foodanddrink.scotsman.com/drink/irn-bru-xtra-is-finally-here-and-this-is-where-you-can-buy-it/|url-status=live}}</ref> in different branding to the existing sugar free variety in a similar fashion to [[Coca-Cola Zero]] and [[Pepsi Max]].

Barr changed the formula of Irn-Bru in January 2018 in response to a [[Sugary drink tax#United Kingdom|sugar tax implemented in the UK]] in April 2018, intended to combat obesity.<ref>{{cite news |title=AG Barr: Response to new Irn Bru recipe 'encouraging' |url=https://www.bbc.co.uk/news/uk-scotland-scotland-business-42904080 |access-date=13 October 2021 |work=BBC News |archive-date=27 September 2021 |archive-url=https://web.archive.org/web/20210927135503/https://www.bbc.co.uk/news/uk-scotland-scotland-business-42904080 |url-status=live }}</ref> By reducing the sugar content to less than 5g per 100ml, Barr has made Irn-Bru exempt from the tax.<ref>{{Cite news|url=https://www.theguardian.com/society/2018/jan/05/coca-cola-to-sell-smaller-bottles-at-higher-prices-in-response-to-sugar-tax|title=Coca-Cola to sell smaller bottles at higher prices in response to sugar tax|last=Wood|first=Zoe|date=5 January 2018|work=[[The Guardian]]|access-date=8 January 2018|issn=0261-3077|archive-date=29 January 2018|archive-url=https://web.archive.org/web/20180129124756/https://www.theguardian.com/society/2018/jan/05/coca-cola-to-sell-smaller-bottles-at-higher-prices-in-response-to-sugar-tax|url-status=live}}</ref> The manufacturer asserted that "most people will not be able to tell the difference in flavour between the old and new formulas", but fans of the drink launched an unsuccessful 'Save Real Irn-Bru' campaign to stop or reverse the change,<ref>{{Cite news|url=https://www.nytimes.com/2018/01/05/world/europe/uk-irn-bru-recipe.html|title=Irn Bru, a Scottish Favorite, Loses Some Sugar|last=Karasz|first=Palko|date=5 January 2018|work=[[The New York Times]]|access-date=15 January 2018|issn=0261-3077|archive-date=16 January 2018|archive-url=https://web.archive.org/web/20180116004409/https://www.nytimes.com/2018/01/05/world/europe/uk-irn-bru-recipe.html|url-status=live}}</ref> and began stocking up on the more sugary formula.<ref>{{Cite news|url=https://www.theguardian.com/business/2018/jan/05/irn-bru-drinkers-wont-notice-halved-sugar-content-claims-ag-barr|title=Irn-Bru drinkers won't notice halved sugar content, claims AG Barr|date=5 January 2018|work=The Guardian|access-date=8 January 2018|language=en-GB|issn=0261-3077|archive-date=26 January 2018|archive-url=https://web.archive.org/web/20180126132514/https://www.theguardian.com/business/2018/jan/05/irn-bru-drinkers-wont-notice-halved-sugar-content-claims-ag-barr|url-status=live}}</ref>

In May 2019, Barr announced a new energy drink variant of Irn-Bru called Irn-Bru Energy, which was released on 1 July 2019.<ref>{{cite news |url=https://www.scotsman.com/lifestyle/irn-bru-set-to-launch-brand-new-high-caffeine-energy-drink-this-summer-1-4928134 |title=Irn-Bru set to launch brand new high-caffeine energy drink this summer |work=The Scotsman |access-date=16 May 2019 |archive-url=https://archive.today/20190516131800/https://www.scotsman.com/lifestyle/irn-bru-set-to-launch-brand-new-high-caffeine-energy-drink-this-summer-1-4928134 |archive-date=16 May 2019}}</ref>

In October 2019, Barr announced the launch of the "Irn-Bru 1901". The drink would be available for a limited time and use the original recipe from 1901.<ref name=":2">{{Cite web|date=23 October 2019|title='Yassssss, empty the shelves!': Irn-Bru fans react to return of original recipe|url=https://foodanddrink.scotsman.com/drink/yassssss-empty-the-shelves-irn-bru-fans-react-to-return-of-original-recipe|access-date=15 October 2021|work=Scotsman Food and Drink|archive-date=26 October 2021|archive-url=https://web.archive.org/web/20211026204749/https://foodanddrink.scotsman.com/drink/yassssss-empty-the-shelves-irn-bru-fans-react-to-return-of-original-recipe/|url-status=live}}</ref> In March 2021, Barr announced the relaunch of "Irn-Bru 1901" as a permanent addition to the Irn-Bru lineup.<ref>{{cite tweet|author=IRN-BRU|user=irnbru|number=1373922402057519104|date=22 March 2021 |title=IRN-BRU 1901. BRU'd to the original 1901 recipe, old-school label, traditional glass bottle... truly timeless. And now BACK FOR GOOD!}}</ref>

[[File:Irn-Bru Bottles.jpg|thumb|right|Irn-Bru bottles displayed in a vending machine]]

Irn-Bru was the only soft drink on sale at the [[2021 United Nations Climate Change Conference]] (COP26) in Glasgow, Scotland, due to a sponsorship arrangement. Member of the US House of Representatives [[Alexandria Ocasio-Cortez]] tried Irn-Bru at COP26 and said she loved it, and that it tasted just like the Latino soda [[Champagne cola|Kola Champagne]]. The response from others at the conference ranged from strong dislike to strong liking.<ref>{{Cite news |title='Love it': Alexandria Ocasio-Cortez gives verdict on Scottish favourite Irn-Bru |last=Murray |first=Jessica |work=The Guardian |date=10 November 2021 |url= https://www.theguardian.com/environment/2021/nov/10/love-it-alexandria-ocasio-cortez-gives-verdict-on-scottish-favourite-irn-bru-cop26|access-date=13 November 2021}}</ref> The volume of editorial and opinion publicity the drink gained on social and print media was described as "the summit's surprise", coverage worth millions. However, AG Barr's share price remained relatively flat at the time.<ref>{{Cite news |title='An emblem of Scotland': how Irn-Bru stole the show at Cop26 |last=Sweney |first=Mark |work=The Guardian |date=12 November 2021 |url= https://www.theguardian.com/business/2021/nov/12/irn-bru-scotland-cop26-sturgeon-aoc|access-date=13 November 2021}}</ref>

==Production==

It is produced in [[Westfield, Cumbernauld]], [[North Lanarkshire]], since Barr's moved out of their [[Parkhead]], [[Glasgow]] factory in the mid-2000s. In 2011, Irn-Bru closed their factory in Mansfield, making the Westfield plant in Cumbernauld the main location for production.<ref>{{Cite news | url=http://news.bbc.co.uk/1/hi/scotland/glasgow_and_west/8386983.stm |title = Sales increase for Irn Bru maker|work=BBC News|date=1 December 2009}}</ref> Other manufacturing locations include the English city of [[Sheffield]].<ref>{{Cite news|url = https://www.thestar.co.uk/news/people/sheffield-irn-bru-factory-go-green-after-striking-wind-power-deal-1393245|title = Sheffield Irn-Bru factory to go green after striking wind power deal|date = February 2020|access-date=13 November 2021|first=Darren|last=Burke|work=[[Sheffield Star]]|archive-date = 8 February 2020|archive-url = https://web.archive.org/web/20200208165113/https://www.thestar.co.uk/news/people/sheffield-irn-bru-factory-go-green-after-striking-wind-power-deal-1393245|url-status = live}}</ref>

==Marketing==
[[File:University of Leeds (4th May 2010) 092.jpg|thumb|right|A [[Leeds]] taxi advertising Irn-Bru outside the [[University of Leeds]]]]
[[File:Finglands Irn Bru bus.jpg|thumb|right|Irn-Bru advertising on the side of a bus]]
[[File:Irn Bru advert on Union Street - geograph.org.uk - 5158562.jpg|thumb|right|An Irn-Bru advertising billboard on Union Street, Glasgow, Scotland]]

Barr's actively promoted their Irn-Bru from the outset, with some of their earliest ads featuring world champion wrestlers and Highland Games athletes [[Donald Dinnie]] and Alex Munro who endorsed the drink by means of personal testimonials.<ref>{{Cite book|title=Robert Barr 1875 to 2001|first1=Robin R|last1=Barr|first2=Mark M|last2=Jephcott|publisher=A.G. Barr|date=1 January 2001|location=[[Macclesfield]]|asin=B0012T6H4G}}</ref> In the 1930s, the firm began a long-running series of comic strip ads entitled "The Adventures of Ba-Bru" which ran in various local papers from April 1939 until October 1970.<ref>{{Cite news|title=The Adventures of Ba-Bru: Three-legged race|date=19 October 1970|work=[[Glasgow Times|Evening Times]]}}</ref> The last traces of this campaign, a large neon sign featuring Ba-Bru which stood in Union St above [[Glasgow Central railway station]], was removed in 1983 and replaced with an illuminated display featuring the tagline "Your Other National Drink".<ref>{{Cite news|title=It's time for a change in city's landmark|date=13 July 1983|work=[[The Herald (Glasgow)|Glasgow Herald]]}}</ref>

Barr has a long-established [[gimmick]] associating Irn-Bru with [[Scottishness]], stemming from the claim of its being Scotland's most popular soft drink. A tagline, "Made in Scotland from girders", was used for several years from the 1980s, usually featuring Irn-Bru drinkers becoming unusually strong, durable or magnetic.<ref name=":3">{{Cite book |last=Leishman |first=David |url=https://www.worldcat.org/oclc/1203977259 |title=Consumer nationalism and Barr's Irn-Bru in Scotland |date=2020 |isbn=978-3-030-53382-3 |location=[[Cham, Switzerland]] |pages=84, 121 |oclc=1203977259}}</ref><ref name="Is Irn-Bru Really Made From Girders?" />

An advertising campaign launched in Spring 2000 aimed to "dramatise the extraordinary appeal of Irn-Bru in a likeably maverick style".<ref>{{Cite web | url=https://www.campaignlive.co.uk/article/irn-bru-air-first-tv-ads-england/68714 | title=Irn-Bru to air first TV ads in England|work=[[Campaign (magazine)|Campaign]]|first=Cordelia|last=Brabbs|date=20 April 2000| access-date=13 November 2021 | archive-date=29 January 2018 | archive-url=https://web.archive.org/web/20180129140418/https://www.campaignlive.co.uk/article/irn-bru-air-first-tv-ads-england/68714 | url-status=live }}</ref> David Amers, Planning Director, said: "Irn-Bru is the likeable maverick of the soft drinks market and these ads perfectly capture the brand's spirit." One involved a grandfather (played by actor Robert Wilson) who removed his false teeth to spoil his grandson's interest in his can of Irn-Bru. A further TV advertisement featured a senior citizen in a motorised wheelchair robbing a local shopping market of a supply of Irn-Bru.<ref>{{Cite web|date=18 November 2015|title=12 of the funniest Irn-Bru TV adverts|url=https://foodanddrink.scotsman.com/drink/12-of-the-funniest-irn-bru-tv-adverts|access-date=1 August 2021|work=Scotsman Food and Drink|archive-date=1 August 2021|archive-url=https://web.archive.org/web/20210801184238/https://foodanddrink.scotsman.com/drink/12-of-the-funniest-irn-bru-tv-adverts/|url-status=live}}</ref>

In 2004 the company created a new concept "Phenomenal".<ref>{{Cite web | url=http://www.thedrum.com/news/2004/10/05/irn-bru-unveils-biggest-ever-marketing-drive-scotland | title=Irn-bru unveils biggest ever marketing drive in Scotland |work=The Drum| access-date=28 January 2018 | archive-date=29 January 2018 | archive-url=https://web.archive.org/web/20180129004816/http://www.thedrum.com/news/2004/10/05/irn-bru-unveils-biggest-ever-marketing-drive-scotland | url-status=live }}</ref> In 2006 the company launched its first Christmas adverts. This campaign consisted of a parody commercial of a popular Christmas Cartoon, ''[[The Snowman]]'', and was effective in interesting American audiences in the Irn-Bru brand.<ref>{{cite web |url=https://www.youtube.com/watch?v=xfiqrkV_ZqI |title=Irn-Bru Snowman Advert |publisher=[[YouTube]] |date=1 December 2006 |access-date=14 November 2012 |archive-date=30 November 2016 |archive-url=https://web.archive.org/web/20161130151646/https://www.youtube.com/watch?v=xfiqrkV_ZqI |url-status=live }}</ref><ref>{{Cite book |last=Leishman |first=David |url=https://www.worldcat.org/oclc/1203977259 |title=Consumer nationalism and Barr's Irn-Bru in Scotland |date=2020 |isbn=978-3-030-53382-3 |location=Cham, Switzerland |pages=148, 197, 201 |oclc=1203977259}}</ref> A sequel to the commercial would later be released in December 2018.<ref>{{cite AV media|title=IRN-BRU Snowman - The Sequel|url=https://www.youtube.com/watch?v=z8WBStu4STY|publisher=IRN-BRU|via=YouTube|date=2 December 2018|access-date=10 December 2023|archive-date=10 December 2023|archive-url=https://web.archive.org/web/20231210234417/https://www.youtube.com/watch?v=z8WBStu4STY|url-status=live}}</ref><ref>{{cite web|last=Stewart|first=Rebecca|title=The Irn-Bru Snowman returns as boy tries to swipe his can back in long-awaited sequel|url=https://www.thedrum.com/news/2018/12/02/the-irn-bru-snowman-returns-boy-tries-swipe-his-can-back-long-awaited-sequel|work=The Drum|date=2 December 2018|access-date=10 December 2023|archive-date=10 December 2023|archive-url=https://web.archive.org/web/20231210234418/https://www.thedrum.com/news/2018/12/02/the-irn-bru-snowman-returns-boy-tries-swipe-his-can-back-long-awaited-sequel|url-status=live}}</ref>
Further advertising campaigns for Irn-Bru appeared in conjunction with the release of Irn-Bru 32 in 2006.<ref>{{Cite web | url=http://www.heraldscotland.com/news/12406343.Irn_Bru_32_campaign_leaves_a_sour_taste/ | title=Irn-Bru 32 campaign leaves a sour taste|work=Glasgow Herald | date=25 March 2006| access-date=28 January 2018 | archive-date=29 January 2018 | archive-url=https://web.archive.org/web/20180129004615/http://www.heraldscotland.com/news/12406343.Irn_Bru_32_campaign_leaves_a_sour_taste | url-status=live }}</ref><ref>{{Cite web | url=https://www.scotsman.com/news/irn-bru-bows-to-police-pressure-on-cuckoo-ad-1-1122867 | title=Irn-Bru bows to police pressure on 'cuckoo' ad | access-date=28 January 2018 | archive-date=29 January 2018|work=The Scotsman| archive-url=https://web.archive.org/web/20180129080601/https://www.scotsman.com/news/irn-bru-bows-to-police-pressure-on-cuckoo-ad-1-1122867 | url-status=live }}</ref>

A 2009 advertisement for the product featured a group of high school pupils performing a musical number, with the refrain "It's fizzy, it's ginger, it's phenomenal!" It was a parody of ''[[High School Musical]]'', and starred [[Jack Lowden]].<ref>{{cite web |url=https://www.youtube.com/watch?v=e5ocaypgRHM |title=IRN-BRU Musical ad |publisher=Youtube.com |date=30 April 2009 |access-date=14 November 2012 |archive-date=5 May 2016 |archive-url=https://web.archive.org/web/20160505153703/https://www.youtube.com/watch?v=e5ocaypgRHM |url-status=live }}</ref>{{better source needed|date=July 2020}} In 2012 the company changed its slogan to "gets you through", which see a number of people drinking Irn-Bru to get through tough situations.<ref>{{Cite web | url=https://www.campaignlive.co.uk/article/irn-bru-gets-through-leith-agency/1129415 | title=Irn-Bru 'gets you through' by the Leith Agency | access-date=28 January 2018 | archive-date=29 January 2018 | archive-url=https://web.archive.org/web/20180129140447/https://www.campaignlive.co.uk/article/irn-bru-gets-through-leith-agency/1129415|work=Campaign | url-status=live }}</ref> In response to the [[Coca-Cola]] 'Share a Coke' campaign, Barr decided to produce thousands of limited edition 750 ml bottles of ''Irn-Bru'' with the names 'Fanny', 'Senga', 'Rab' and 'Tam' on the label, mimicking that by Coca-Cola.<ref>{{Cite book |last=Leishman |first=David |url=https://www.worldcat.org/oclc/1203977259 |title=Consumer nationalism and Barr's Irn-Bru in Scotland |date=2020 |isbn=978-3-030-53382-3 |location=Cham, Switzerland |pages=103 |oclc=1203977259}}</ref> The use of the name 'Fanny' ties in with one of ''Irn-Bru'''s controversial marketing advertisements.<ref>{{Cite web|url=https://www.thedrum.com/news/2013/06/19/irn-bru-launches-long-line-fannies-fans-personalised-bottles-go-sale|title=IRN-BRU launches a long line of Fannies for fans as personalised bottles go on sale|work=The Drum|access-date=20 November 2019|archive-date=9 January 2015|archive-url=https://web.archive.org/web/20150109224757/http://www.thedrum.com/news/2013/06/19/irn-bru-launches-long-line-fannies-fans-personalised-bottles-go-sale|url-status=live}}</ref>

One of the most controversial Irn-Bru television adverts evoked 1950s entertainment. A mother plays the piano, while the father and two children deliver a song which ends with the mother singing: "...even though I used to be a man". This advertisement was broadcast in 2000, but when it was repeated in 2003, it led to seventeen complaints<ref>{{cite web|url=http://www.ofcom.org.uk/tv/obb/adv_comp/a14/a14.pdf|work=[[Ofcom]]|title=Ofcom response to complaints about Leith Agency advert for Irn-Bru|date=July 2004|archive-url=https://web.archive.org/web/20081014041334/http://www.ofcom.org.uk/tv/obb/adv_comp/a14/a14.pdf |archive-date=14 October 2008 }}</ref> about it being offensive to members of the transgender community. Issue A14 of the [[Ofcom]] Advertising Complaints bulletin reports that the children's response to their mother's claim was not offensive. According to the advertising agency Leith, the advertisement was meant to "create a sense of humour while confirming the maverick nature of the brand".<ref name="theguardian.com">{{Cite news |title=Ofcom bans discriminatory Irn-Bru ad |last=Cozens |first=Claire |work=The Guardian |date=19 July 2004 |url= https://www.theguardian.com/media/2004/jul/19/advertising}}</ref> However, the scene involving the mother shaving at the end of the advertisement was deemed by Ofcom to be "capable of causing offence by strongly reinforcing negative stereotypes", and so it was taken off the air.<ref name="theguardian.com"/>

In 2003, an Irn-Bru commercial which showed a [[midwife]] trying to entice a baby from its mother's womb during a difficult delivery sparked fifty complaints. Some saw it as upsetting to women who had suffered [[miscarriages]].<ref>{{cite news | url=http://business.scotsman.com/medialeisure/IrnBru-foetus-campaign-leaves-TV.2435902.jp | work=The Scotsman | title=Irn-Bru Foetus Campaign Leaves TV Viewers Fizzing | date=15 June 2003 | access-date=29 June 2009 | archive-date=26 July 2012 | archive-url=https://archive.today/20120726164131/http://business.scotsman.com/medialeisure/IrnBru-foetus-campaign-leaves-TV.2435902.jp | url-status=live }}</ref> One billboard that drew criticism featured a young woman in a [[bikini]] along with the slogan "Diet Irn-Bru. I never knew four-and-a-half inches could give so much pleasure".<ref name="bad taste">{{cite news |url=http://news.bbc.co.uk/2/hi/uk_news/scotland/3110801.stm |title=Irn-Bru ad leaves bad taste|date=30 July 2003 |work=BBC News|access-date=6 February 2018 |archive-date=7 February 2018 |archive-url=https://web.archive.org/web/20180207064436/http://news.bbc.co.uk/2/hi/uk_news/scotland/3110801.stm |url-status=live }}</ref> Another featured a picture of a cow with the slogan "When I'm a burger, I want to be washed down with Irn-Bru". This billboard resulted in over 700 complaints but was cleared by advertisement watchdogs.<ref>{{Cite web|url=http://www.asa.org.uk/NR/rdonlyres/B0A907A0-5D13-4EB5-9A40-CC5DA5584183/0/ASA_Statistics_1998.pdf|archive-url=https://web.archive.org/web/20081206002607/http://www.asa.org.uk/NR/rdonlyres/B0A907A0-5D13-4EB5-9A40-CC5DA5584183/0/ASA_Statistics_1998.pdf|url-status=dead|title=Statistics: 1998 Complaints Resolved (Public and industry)|work=[[Advertising Standards Authority (United Kingdom)|Advertising Standards Authority]]|archive-date=6 December 2008}}</ref> According to a 2003 BBC report, a billboard which featured a depressed [[Goth subculture|goth]] and the slogan "Cheer up Goth. Have an Irn-Bru." was also criticised for inciting bullying.<ref>{{cite news | url=http://news.bbc.co.uk/1/hi/scotland/3110801.stm | work=BBC News | title=Irn-Bru ad leaves bad taste | date=30 July 2003 | access-date=5 May 2010 | archive-date=7 January 2008 | archive-url=https://web.archive.org/web/20080107150722/http://news.bbc.co.uk/1/hi/scotland/3110801.stm | url-status=live }}</ref>

==Brand portfolio==
{| class="wikitable" cuz6+52*129+
|-
! Name !! Launched
|-
| Irn-Bru
| style="text-align:center;"| 1901
|-
| Irn-Bru Sugar Free <br><small>formerly Diet Irn-Bru (1991–2011)</small>
| style="text-align:center;"| 1991
|-
| Irn-Bru XS
| style="text-align:center;"| 1995
|-
| Irn-Bru 32
| style="text-align:center;"| 2006
|-
| Fiery Irn-Bru
| style="text-align:center;"| 2011<ref>{{cite web |first=Loulla-Mae|last=Eleftheriou-Smith |url=http://www.marketingmagazine.co.uk/News/MostEmailed/1093547/Irn-Bru-launches-fiery-limited-edition-drink/ |title=Irn-Bru launches 'fiery' limited edition drink |work=[[Strategy (magazine)|Marketing]]|date=20 September 2011 |access-date=14 November 2012 |archive-date=26 November 2011 |archive-url=https://web.archive.org/web/20111126132151/http://www.marketingmagazine.co.uk/News/MostEmailed/1093547/Irn-Bru-launches-fiery-limited-edition-drink |url-status=live }}</ref>
|-
| Irn-Bru Xtra
| style="text-align:center;"| 2016
|-
| Irn-Bru Energy<br>Irn-Bru Energy Sugar Free
| style="text-align:center;"| 2019<ref>{{cite web |title=Irn-Bru maker to launch energy drink |url=https://www.bbc.com/news/uk-scotland-scotland-business-48294946 |website=BBC News |date=16 May 2019 |access-date=14 May 2025}}</ref>
|-
| Irn-Bru Crimbo Juice
| style="text-align:center;"| 2019<ref>{{cite web |title=Limited Edition Crimbo Juice |url=https://www.agbarr.co.uk/about-us/news/limited-edition-crimbo-juice/ |website=AG Barr |date=31 October 2019 |access-date=14 May 2025}}</ref>
|-
| Irn-Bru 1901
| style="text-align:center;"| 2019<ref name=":2" />
|-
| Irn-Bru Xtra Tropical<br>Irn-Bru Xtra Ice Cream
| style="text-align:center;"| 2023<ref>{{cite web |last= |first= |title=Barr releases Irn-Bru Xtra Tropical and Ice Cream flavour drinks |url=https://www.conveniencestore.co.uk/products/barr-releases-irn-bru-xtra-tropical-and-ice-cream-flavour-drinks/678324.article |website=Convenience Store |date=29 April 2023 |access-date=14 May 2025}}</ref>
|-
| Pwr-Bru Origin <small>(Original)</small><br>Pwr-Bru Diablo <small>(Cherry)</small><br>Pwr-Bru Dropkick <small>(Tropical) </small><br>Pwr-Bru Maverick <small>(Berry)</small>
| style="text-align:center;"| 2023<ref>{{cite web |last=Hart |first=Jasper |title=Barr unveils Scotland-exclusive Pwr-Bru energy drink range |url=https://www.betterretailing.com/br/product-news/barr-unveils-scotland-exclusive-pwr-bru-energy-drink-range/ |website=Better Retailing |date=9 August 2023 |access-date=14 May 2025}}</ref>
|-
| Irn-Bru Xtra Raspberry Ripple<br>Irn-Bru Xtra Wild Berry Slush
| style="text-align:center;"| 2024<ref>{{cite web |last=Hart |first=Jasper |title=Irn-Bru Xtra launches limited Raspberry Ripple and Wild Berry Slush varieties |url=https://www.betterretailing.com/br/product-news/irn-bru-xtra-launches-limited-raspberry-ripple-and-wild-berry-slush-varieties/ |website=Better Retailing |date=1 March 2024 |access-date=14 May 2025}}</ref>
|-
| Pwr-Bru Dynamo <small>(Fruit Punch)</small>
| style="text-align:center;"| 2025<ref>{{cite web |title=Irn-Bru introduces new flavour for Pwr-Bru |url=https://www.talkingretail.com/products-news/soft-drinks/irn-bru-introduces-new-flavour-for-pwr-bru-24-03-2025/ |website=Talking Retail |date=24 March 2025 |access-date=14 May 2025}}</ref>
|-
| Irn-Bru Xtra Nessie Nectar<br>Irn-Bru Xtra Unicorn Tears
| style="text-align:center;"| 2025<ref>{{cite web |title=Two limited editions added to the IRN-BRU XTRA range |url=https://www.agbarr.co.uk/about-us/news/two-limited-editions-added-to-the-irn-bru-xtra-range/ |website=AG Barr |date=15 April 2025 |access-date=14 May 2025}}</ref>
|-
|}

McCowan's also produced Irn-Bru Bars, chewy, fizzy, bright orange [[confectionery]] bars which taste strongly of Irn-Bru, though production ended in late 2005. Irn-Bru [[sorbet]] is available in some speciality ice cream shops in Scotland.<ref>{{Cite web |title=Desserts |url=https://coiascafe.co.uk/menus/desserts |access-date=23 June 2022 |website=Coia's Cafe |language=en-GB |archive-date=5 April 2023 |archive-url=https://web.archive.org/web/20230405024408/https://coiascafe.co.uk/menus/desserts |url-status=live }}</ref>

The drink can be used as a mixer with alcoholic beverages, mainly [[vodka]] and [[whisky]]. Barr launched an [[alcopop]] drink combining Irn-Bru and [[Bell's whisky]], although this proved to be unpopular and was discontinued.<ref>{{cite news|title=Irn Bru: girders, sugar and curing hangovers|first=Catherine|last=Boyle|date=22 March 2010|work=[[The Times]]|location=London|url=https://www.thetimes.com/travel/destinations/uk-travel/scotland-travel/irn-bru-girders-sugar-and-curing-hangovers-rtth0rqcq6z|access-date=1 February 2020|archive-date=1 February 2020|archive-url=https://web.archive.org/web/20200201114615/https://www.thetimes.co.uk/edition/news/irn-bru-girders-sugar-and-curing-hangovers-rtth0rqcq6z|url-status=live}}</ref>

==Exports and foreign markets==
[[File:Barr IRN-BRU Sugar Free (2 of 3) (crop).jpg|thumb|right|190px|Irn-Bru Sugar Free]]

===Australia===
In Australia, Irn-Bru was manufactured and distributed under licence by Occasio Australia until 2009. It was available in 500 ml and 1.25-litre in both standard and diet. The drink enjoyed growing success in the country, with its first advertising campaign launched in [[Queensland]] in September 2007. It was initially available in major chains such as [[Coles Supermarkets|Coles]] and [[Woolworths (supermarket)|Woolworths]], [[Ampol|Caltex]] service stations and in many independent grocers and convenience stores. It was then delisted at [[Coles Supermarkets]]. Because of manufacturing and bottling issues, Occasio ceased local production in late 2009. It is now imported direct from the UK and distributed by British Provender,<ref>{{cite web |url=http://www.britishprovender.com.au|work=British Provender Pty Ltd|title=Welcome to British Provender |access-date=14 November 2012 |archive-date=27 January 2012 |archive-url=https://web.archive.org/web/20120127091853/http://www.britishprovender.com.au/ |url-status=live }}</ref> and can again be found in the international sections of major supermarket chains and some convenience stores.

===Canada===
Irn-Bru sold in Canada contained no caffeine until 2011, following the decision by Health Canada to repeal the ban on caffeine on non cola soft drinks in March 2010.<ref>{{cite web |title=Caffeine use extended despite health warnings |url=https://www.cbc.ca/news/canada/caffeine-use-extended-despite-health-warnings-1.1029524 |website=CBC.ca |access-date=7 January 2025}}</ref> Non-cola soft drinks can now contain up to 150ppm of caffeine. Now{{when|date=May 2024}} bottles of Irn-Bru have the label 'Now Contains caffeine' on the packaging.<ref>{{cite web | url=http://www.hc-sc.gc.ca/fn-an/securit/addit/caf/caf-ccsd-cbg-faq-eng.php |work=[[Health Canada]]| title=Food and Nutrition {{!}} Caffeine and Carbonated Soft Drinks| date=27 July 2010 | archive-date=28 January 2012 | archive-url=https://web.archive.org/web/20120128134926/http://www.hc-sc.gc.ca/fn-an/securit/addit/caf/caf-ccsd-cbg-faq-eng.php | url-status=dead }}</ref> Irn-Bru in Canada is distributed by TFB & Associates Ltd from Markham, Ontario but is packaged by A.G. Barr in Glasgow, Scotland. Irn-Bru can be found at [[Sobeys]], [[Co-op Atlantic|Co-op]] and [[Walmart]] supermarkets. The now-defunct McKinlay soft-drink company in [[Glace Bay]], [[Cape Breton Island|Cape Breton]], Nova Scotia, Canada, offered its own non-licensed beverage called ''Irn-Bru'' and later "Cape Breton's Irn-Bru". It was a brown carbonated soft-drink with a fruity cola taste.<ref>{{cite web |title=Cape Breton’s strange brew |url=https://www.saltwire.com/prince-edward-island/cape-bretons-strange-brew-272625 |website=The Guardian |access-date=7 January 2025}}</ref>

The standard Irn-Bru distributed in Canada also contains the "Not a source of iron" disclaimer on the label.
The UK version of the drink (with caffeine) was imported by speciality retailers to Canada, given the large Scottish populations in Canada, with the country accounting for the largest number of Scottish expats in the world.<ref>{{cite web |title=Scotland's other national drink runs dry in Canada as officials ban sale of Irn-Bru |url=https://www.dailyrecord.co.uk/news/scottish-news/scotlands-national-drink-runs-dry-3055419 |website=Daily Record |access-date=7 January 2025 |language=en |date=24 January 2014}}</ref><ref>{{cite web | url=http://www.bramblehouse.net/store.html?page=shop.product_details&flypage=flypage.tpl&product_id=170&category_id=12&keyword=bru | title=Irn-Bru at Bramble House | access-date=4 December 2011 }}{{Dead link|date=January 2020 |bot=InternetArchiveBot |fix-attempted=yes }}</ref>

In 2014,<ref name=":4">{{cite web |title=IRN-BRU 16 things you didn't know about Scotland's 'other' national drink |url=https://www.scotsman.com/heritage-and-retro/heritage/facts-about-irn-bru-scottish-national-drink-3874400?page=4 |url-status=live |archive-url=https://web.archive.org/web/20240217231504/https://www.scotsman.com/heritage-and-retro/heritage/facts-about-irn-bru-scottish-national-drink-3874400?page=4 |archive-date=17 February 2024 |access-date=17 February 2024 |website=www.scotsman.com}}</ref> Irn-Bru was incorrectly reported<ref name=":5">{{cite web |last1=Government of Canada |first1=Canadian Food Inspection Agency |date=27 March 2015 |title=CFIA Statement on Rejected Shipment of Products from the UK |url=https://inspection.canada.ca/importing-food-plants-or-animals/food-imports/united-kingdom/eng/1390688313779/1390688358216 |url-status=live |archive-url=https://web.archive.org/web/20240217231504/https://inspection.canada.ca/importing-food-plants-or-animals/food-imports/united-kingdom/eng/1390688313779/1390688358216 |archive-date=17 February 2024 |access-date=17 February 2024 |website=inspection.canada.ca}}</ref> to have been one of a number of imported products, including [[Marmite]], banned in [[Canada]] as a result of its additives in its ingredients<ref name=":4" /> due to a shipment being confiscated; however, a statement released by the [[Government of Canada]] in October 2020 reiterated that "Irn-Bru and Marmite are not banned for sale in Canada. These products have been available on Canadian store shelves for more than a decade and will continue to be sold in stores across Canada. ...Imported products, including Irn Bru and Marmite, that meet Canadian requirements under Canada's Food and Drug Regulations are and will continue to be available for sale in Canada."<ref name=":5" />

===Middle East===
Irn-Bru is available throughout the Middle East. It is found mostly in [[LuLu Group International|LuLu]] supermarkets.<ref>{{Cite web |date=25 July 2016 |title=AG Barr's Irn Bru Xtra - Product Launch |url=https://www.just-drinks.com/news/ag-barrs-irn-bru-xtra-product-launch/ |access-date=19 June 2022 |website=Just Drinks |language=en-US |archive-date=8 November 2022 |archive-url=https://web.archive.org/web/20221108185929/https://www.just-drinks.com/news/ag-barrs-irn-bru-xtra-product-launch/ |url-status=live }}</ref>

===Europe===
Irn-Bru entered the Norwegian market in May 2008. They had to withdraw from the market again in 2009 as a result of problems with production agreements and lack of funding for marketing. They were believed to be sponsoring the [[Norwegian First Division]] club [[Mjøndalen IF]] in 2009. This later turned out to be fraud carried out by a third-party company, and Mjøndalen IF never received any sponsorship from Irn-Bru, even though the team played the 2009 season with the Irn-Bru logo on their shirts.<ref>{{cite news | url=http://dt.no/sport/mif/mif-utsatt-for-sponsorbloff-1.5342594 | work=[[Drammens Tidende]]|first=Magne J. |last=Nilsen | title=MIF utsatt for sponsorbløff | date=2 June 2010 | access-date=2 June 2010 | archive-date=3 June 2010 | archive-url=https://web.archive.org/web/20100603223451/http://dt.no/sport/mif/mif-utsatt-for-sponsorbloff-1.5342594|language=Nb | url-status=live }}</ref> It is available in the Republic of Ireland, increasingly being stocked in [[BWG Foods|BWG]] and [[ADM Londis]] supplied stores, as well as in supermarkets owned by [[Dunnes Stores]] and [[Tesco Ireland]]. In Ireland generally, the drink mainly sells in [[County Donegal]].<ref>{{cite web |title=IRN-BRU Soft Drink Cans 6 x 330ml |url=https://www.dunnesstoresgrocery.com/product/irnbru-soft-drink-6-x-330ml-cans-id-100766222 |website=www.dunnesstoresgrocery.com |access-date=7 January 2025 |language=en}}</ref>

Other European territories where Irn Bru is sold include [[Spain]], the [[Netherlands]], [[Germany]], [[Gibraltar]], [[Belgium]], [[Poland]], [[Malta]], [[Greece]] and [[Cyprus]].<ref>{{cite web |last1=Erskine |first1=Rosalind |title=17 things you (probably) didn't know about Irn-Bru {{!}} Scotsman Food and Drink |url=https://foodanddrink.scotsman.com/drink/16-facts-about-irn-bru/ |website=foodanddrink.scotsman.com |access-date=7 January 2025 |date=1 June 2024}}</ref> In September 2010, profits in [[England]] and [[Wales]] had increased, with half year pre-tax profits rising 18.8% to £16 million.<ref>{{cite web |title=Irn Bru sales increase in England and Wales |url=https://www.bbc.co.uk/news/uk-scotland-scotland-business-11425327 |website=BBC News |access-date=7 January 2025 |date=28 September 2010}}</ref> By July 2024, A.G. Barr, the manufacturers of the drink, were estimated to make £221 million in sales in England alone for the first six months (January–June) of 2024, a 7% increase in sales from the previous year.<ref>{{cite web |last1=PA |first1=Lawrence Matheson, Anna Wise |last2=Clark |first2=John-Paul |title=Irn-Bru sales rise in England as profits soar for owners of iconic drink |url=https://www.dailyrecord.co.uk/news/scottish-news/irn-bru-sales-rise-england-33360677 |website=Daily Record |access-date=7 January 2025 |language=en |date=30 July 2024}}</ref>

===Russia===
Irn-Bru began being sold in Russia in 1997, and by 2002, it had become their third best selling soft drink. After its original bottler went out of business, a new deal was signed for the drink to be manufactured and distributed in larger quantities by the [[Pepsi Bottling Group]] of Russia in 2002.<ref name=":0">{{Cite news|title=Irn-Bru signs Russian deal|url=http://news.bbc.co.uk/2/hi/uk_news/scotland/1788122.stm|work=BBC News|date=29 January 2002|access-date=13 November 2021|archive-date=29 January 2016|archive-url=https://web.archive.org/web/20160129161253/http://news.bbc.co.uk/2/hi/uk_news/scotland/1788122.stm|url-status=live}}</ref> Its popularity has been attributed to the drink's apparent similarity to discontinued Soviet-era soft drinks.<ref name=":0" /> As of 2011, Irn-Bru sales in Russia were still growing.<ref>{{cite news|title=AG Barr profits rise as Russia gets a taste for Irn-Bru|url=https://www.telegraph.co.uk/finance/8411001/AG-Barr-profits-rise-as-Russia-gets-a-taste-for-Irn-Bru.html|archive-url=https://web.archive.org/web/20160224043525/http://www.telegraph.co.uk/finance/8411001/AG-Barr-profits-rise-as-Russia-gets-a-taste-for-Irn-Bru.html|url-status=dead|archive-date=24 February 2016|work=[[The Daily Telegraph]]|date = 28 March 2011|last=Hall|first=James}}</ref>

On 4 March 2022, due to the ongoing [[2022 Russian invasion of Ukraine]], A.G. Barr cut ties with the Russian market.<ref>{{cite news|url=https://www.bbc.co.uk/news/uk-scotland-scotland-business-60623576|title=Irn-Bru maker AG Barr cuts ties with Russian market|date=4 March 2022|work=BBC News|access-date=4 March 2022|archive-date=4 March 2022|archive-url=https://web.archive.org/web/20220304221448/https://www.bbc.co.uk/news/uk-scotland-scotland-business-60623576|url-status=live}}</ref>

===United States===
Irn-Bru and Diet Irn-Bru have been formulated since 2002 by A.G. Barr to meet the regulations for food colouring of the [[Food & Drug Administration]] (FDA). [[Ponceau 4R]], used in the UK formulation, is prohibited by the FDA.<ref>{{cite book|url=https://www.fda.gov/downloads/Food/GuidanceComplianceRegulatoryInformation/ComplianceEnforcement/ucm072848.pdf|publisher=[[Food & Drug Administration]]|title=Food and Drug Administration Compliance Program Guidance Manual|chapter=03 - Foodborne Biological Hazards|page=37|date=9 November 2008|access-date=13 October 2021|archive-date=15 February 2017|archive-url=https://web.archive.org/web/20170215171030/http://www.fda.gov/downloads/Food/GuidanceComplianceRegulatoryInformation/ComplianceEnforcement/ucm072848.pdf|url-status=live}}</ref> Barr uses alternative food and drink colourants manufactured by a US company approved by the FDA. The product labelling also meets US labelling standards on nutritional information and bar code.

==Competitor and generic Iron Brews==
* Rivets was an iron brew drink launched in 1994<ref>{{cite news |date=14 May 1994 |title=A 'riveting' new brew |url=https://www.heraldscotland.com/news/12697068.a-riveting-new-brew/ |work=The Herald |location= |access-date=22 March 2023 |archive-date=22 March 2023 |archive-url=https://web.archive.org/web/20230322151029/https://www.heraldscotland.com/news/12697068.a-riveting-new-brew/ |url-status=live }}</ref> by Meri-Mate Ltd of [[Dundee]].<ref>{{cite news |date=13 July 1994 |title=Battle brews in the soft drinks market |url=https://www.heraldscotland.com/news/12732829.battle-brews-in-the-soft-drinks-market/ |work=The Herald |location= |access-date=22 March 2023 |archive-date=22 March 2023 |archive-url=https://web.archive.org/web/20230322130358/https://www.heraldscotland.com/news/12732829.battle-brews-in-the-soft-drinks-market/ |url-status=live }}</ref><ref>{{cite news |date=13 July 1994 |title=Iron challenge to drinks giant |url=https://www.britishnewspaperarchive.co.uk/viewer/bl/0000578/19940713/099/0008 |work=Aberdeen Press and Journal |location= |access-date=22 March 2023}}</ref><ref>{{cite news |date=3 August 1994 |title=Ginger Boost for Firm |url=https://www.britishnewspaperarchive.co.uk/viewer/bl/0003741/19940803/011/0011 |work=[[Daily Record (Scotland)|Daily Record]] |location= |access-date=22 March 2023}}</ref>
* Highland Brew was launched in 2000 by the Natural Fruit and Beverage Company.<ref>{{cite news |date=20 June 2000 |title=Soft drinks battle is brewing |url=https://www.heraldscotland.com/news/12193821.soft-drinks-battle-is-brewing/ |work=The Herald |location= |access-date=22 March 2023 |archive-date=22 March 2023 |archive-url=https://web.archive.org/web/20230322175453/https://www.heraldscotland.com/news/12193821.soft-drinks-battle-is-brewing/ |url-status=live }}</ref>
* Several supermarkets including [[Aldi]], [[Asda]] and [[Lidl]] sell own brand Iron Brews, alongside the original product made by Barr's.<ref>{{cite news |date=9 July 2022 |title=Are Irn-Bru supermarket budget-friendly dupes just as good as the real thing? giant |url=https://www.pressandjournal.co.uk/fp/lifestyle/food-and-drink/4508569/irn-bru-supermarket-budget-friendly-dupes/ |work=[[The Press and Journal|Aberdeen Press and Journal]] |location= |access-date=22 March 2023 |archive-date=9 July 2022 |archive-url=https://web.archive.org/web/20220709082414/https://www.pressandjournal.co.uk/fp/lifestyle/food-and-drink/4508569/irn-bru-supermarket-budget-friendly-dupes/ |url-status=live }}</ref>
* [[Foxon Park|Foxon Park Beverages]] in Connecticut, US, makes its own "Iron Brew" soda, available throughout the [[New Haven, Connecticut|New Haven]] area

==See also==
* [[Iron Brew (South African drink)|Iron Brew]] – a similarly named South African soft drink
* [[List of brand name soft drink products]]
* [[List of soft drink flavors]]
* [[List of soft drink producers]]
* [[List of soft drinks by country]]

==References==
{{Reflist|30em}}

==Further reading==
* Davidson, Alan. ''[[The Oxford Companion to Food]]'' (1999), "Irn-Bru", p.&nbsp;407.
* Leishman, David. ''[https://journals.openedition.org/etudesecossaises/1206 “Original and Best”? How Barr’s Irn-Bru Became a Scottish Icon"] {{Webarchive|url=https://web.archive.org/web/20231220202745/https://journals.openedition.org/etudesecossaises/1206 |date=20 December 2023 }} (2017), ''Etudes écossaises'', No.19, https://doi.org/10.4000/etudesecossaises.1206

==External links==
{{Commons category}}
* [http://www.irn-bru.co.uk/ Official Irn-Bru web site] {{Webarchive|url=https://web.archive.org/web/20101221025352/http://www.irn-bru.co.uk/ |date=21 December 2010 }}

{{Citrus sodas}}

[[Category:British soft drink brands]]
[[Category:Scottish drinks]]
[[Category:Scottish inventions]]
[[Category:Scottish brands]]
[[Category:Carbonated drinks]]
[[Category:Products introduced in 1901]]
[[Category:1901 establishments in Scotland]]
[[Category:History of Glasgow]]
[[Category:Parkhead]]
[[Category:Cumbernauld]]
[[Category:Economy of Glasgow]]
[[Category:Soft drinks]]