“In Scotland, 12 cans of Irn-Bru are consumed every second and more than 50 per cent of sales are generated in the country.”

Problematic: How can we explain IRN BRU’s Success and was it relevant to try to reach the Russian market?
What should we think about the brand’s future international strategy?

SUMMARY: I) From the XIX century to now on, a Scottish institution.
A) A bit of History
B) Irn Bru’s ID and image
C) I.B.’s identity & brand territory in a glimpse II) A Scottish success…worldwide?
A) Origins of a success
B) Communication campaigns
C) Irn Bru vs Inca cola

III) IRN BRU outside the UK? Facts and comments.
A) Irn Bru outside the UK
B) Irn Bru in Russia: a wise choice? To be repeated?
I) From the XIX century to now on, a Scottish institution.
A) A bit of History (Story telling)
The BARR Factories in the 1870s: IRN BRU Belongs the BARR Company, a very famous firm, settled in 1875. BARR’s products were l “aerated waters” (soft drinks were called that way by then). The first family firm was located in Falkirk. Then two of his sons, Robert F BARR and Andrew G. BARR decided to continue the family business and expand it. They decided to open a second and independent factory in Glasgow named “Barr aerated waters” business in Glasgow.
Andrew BARR expanded the business; launching new products that got pretty popular for many a reason (see the origin of a success part). Hence a new factory site was inaugurated in the east end of Glasgow (later renamed “Gallowgate”).

A Brand is Born 1901-1953:
1901 is a key date for BARR Company: it the two businesses of Glasgow and Falkirk introduced this very year their own and secret IRON BREW formula, as it was spelled first. In 1903 Andrew died suddenly, aged 31, being replaced at the head of the company by his younger brother William BARR. Right after this event, the Glasgow BARR company got called “AG BARR &Co.
Just like other already well established BARR products (‘Wee