Irn-Bru’s 125th Anniversary Refresh: Amplify What People Already Love

What was announced

According to Grocery Gazette and trade coverage, the owner AG Barr launched a phased refresh of Irn-Bru’s packaging across early 2026. The new packs put more emphasis on the strongman insignia, the “Made in Scotland from Girders” strapline and the brand’s orange. The sugar-free variant Irn-Bru Xtra becomes Irn-Bru Zero, a name the company said better describes the “zero sugar” proposition and matches category expectations. The drinks themselves were reported as unchanged, and Irn-Bru 1901 keeps its “Old and Unimproved” positioning.

The company said the designs tested well. Reports cited a 13% rise in purchase intent for the new designs and shoppers exposed to the refreshed packs being 55% more likely to say they would consider buying the brand. These are the company’s own figures. Brand director Kenny Nicholson framed the update as a way to amplify the iconic elements people know and love as the brand enters its 125th year.

Why this is a smart approach

• It builds on distinctive assets. The strongman, the orange and the strapline already belong to Irn-Bru. Making them bigger strengthens them.
• It clears up confusion. Changing a name to say what the product is makes shopping easier.
• It’s phased. Rolling out in stages reduces risk and allows learning.
• It’s tested. The company says it checked the designs before launch. Our guide to testing a rebrand shows how.
• It ties to a story. An anniversary gives people a reason to look again.

What other brands can take from it

1. Know your distinctive assets. What would people notice if it disappeared?
2. Evolve, don’t replace. Many successful rebrands are really refinements. See rebranding examples and lessons.
3. Make the product name earn its place. Clear names reduce friction at the shelf.
4. Use heritage as a strength. Years in market are an asset. Our guide to brand story examples shows how to use them.
5. Test and phase. Smaller steps give you room to adjust.

Is this right for your brand?

If people already know and like your brand but it looks tired, a refresh may be better than a rebrand. Read signs your business needs a rebrand to tell the difference, and see our packaging design process for how a pack change works in practice.

Book a free brand consultation if you would like an honest view of what your brand needs.

Sources

• Irn-Bru unveils rebrand, Grocery Gazette
• Irn-Bru launches packaging refresh ahead of 125th anniversary, FMCG CEO

Cover photo by Martin Sanchez on Unsplash.