Moscow Brewing Company entered into a long-term licensing contract with A.G. Barr and received exclusive rights to produce and distribute the soft drink IRN-BRU. This brand will become the key one in the company’s portfolio of beverages. At the moment, IRN-BRU is in the top 20 best-selling carbonated drinks in Russia.

This drink is well familiar to Russians. In our country, IRN-BRU first appeared in 1998. Then, IRN-BRU advertising videos quickly got remembered by the slogan Huba-Huba. The slogan of the new campaign, launched in the UK in 2012, already showing its high effectiveness, sounds like IRN-BRU. GET YOU THROUGH. It will be adapted to the Russian market. According to The Grocer Magazine, IRN-BRU is the most popular FMCG brand on social networks in the UK. IRN-BRU also holds the record on the largest number of advertising claims.

In the spring of 2015, A.G. Barr signed a long-term licensing contract with Moscow Brewing Company, under which from May 2015 the exclusive right to produce and distribute IRN-BRU would belong to the latter. The brand development plan for the Russian market is quite ambitious, the project will be a focus one for trade teams. At the first stage, Moscow Brewing Company will produce IRN-BRU in aluminum cans of 0.33 L and PET packages of 0.5 l, 1 l and 2 l. The drink will be bottled in updated packages, PET ones will have a fragment of the logo of IRN-BRU’s walking man. Marketing support of the brand in Russia will continue: in 2015, the efforts will be focused on trade marketing, from 2016 — media activities are planned.

“The Russian market of beverages is very competitive but the success of Moscow Brewing Company in the beer market seems very encouraging to us. We hope that IRN-BRU will become an excellent part of the company's portfolio,” said Yap Mathiessen, the International Development Director at A.G. Barr.

“The contract with A.G. Barr is extremely important for Moscow Brewing Company, which, notwithstanding the challenging economic times, continues to develop and offers both new and famous global brands to Russian consumers at affordable prices,” added Igor Dementiyev, the General Director of Moscow Brewing Company.

IRN-BRU is a national drink in Scotland. The secret recipe of IRN-BRU is known to only three people in the world: the heirs of the company’s founder, Robin and Julie Barr, as well as one of members of the Management Board. Similarly to Russia, IRN-BRU is sold well in many markets, including the United States, Canada, Europe, Australia and the United Arab Emirates.

Moscow Brewing Company entered the Russian market in 2008. The company includes the most modern brewery plant in Russia, as well as their own distribution and logistics centers, located three kilometers from the Moscow Ring Road (in Mytishchi) in an ecologically clean area.

The company sells the brands of its own production on the Russian market: Zhiguli Barnoye, Khamovniki, Trekhgornoye, Losiny Bereg, El Mokhnaty Shmel, Khamovnicheskoye, Yakhont. In addition, Moscow Brewing Company produces a wide range of licensed products: Oettinger (Germany), Faxe (Denmark), Kirin Ichiban (Japan), Carling (United Kingdom), Hollandia (Netherlands), Effect ® energy drink (Germany), Orangina (France), Pago (Austria), Irn-Bru (Scotland) and others. The company is also an official importer of Budweiser Budvar beer (Czech Republic), Bernard (Czech), (Germany) Clausthaler, Erdinger (Germany), Schöfferhofer (Germany), Limburgse Witte (Belgium), Chimay (Belgium), Perrier mineral water (France), Vittel (France).