AG Barr, maker of Irn‑Bru, has acquired the British brands Fentimans and Frobishers for £51 million, aiming to capitalise on the boom in adult beverages amid declining alcohol consumption. Fentimans, which specialises in premium soft drinks and mixers, was acquired for £38 million, and Frobishers, known for its juices, for £13 million.
The historic decline in alcohol consumption in the United Kingdom has driven demand for alcohol-free or low-alcohol drinks, prompting manufacturers such as AG Barr to diversify their portfolios. The company reported a 4% increase in revenue, to £437 million, and a profit margin of 14.7%, thanks to efficiency initiatives and improvements in the supply chain.
The new brands are expected to be fully integrated over the next year, strengthening AG Barr’s position in the “adult” beverages market. Currently, Irn‑Bru accounts for 33% of revenue, while Rubicon and the Funkin cocktail range contribute 21% and 10%, respectively.
