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AG Barr launch Strathmore Twist Flavoured Waters

330mlstrathmore-twistThis month Strathmore will introduce Strathmore Twist, a new range of naturally flavoured still and sparkling spring waters. The brand launch will be supported by a £1m awareness campaign, created by the brand’s incumbent agency, The Leith Agency, which will include TV advertising in Scotland during June and July.

Adrian Troy, Barr’s Head of Marketing said: “The quality and premium position of the Strathmore brand has helped it to perform well ahead of the water market during 2008. Flavoured water represents a massive market opportunity and accounts for 25% of the total water market. Strathmore Twist is a unique, premium positioned, naturally flavoured Scottish water and has the potential to add significant further value to a category which has been under considerable pressure. We know that a significant number of consumers want to drink more water but would prefer to choose flavoured water. Taste is the key here and Strathmore Twist will offer them a light, easy to drink and refreshing alternative’.

Strathmore Twist will be launched across 330ml glass, 500ml and 1.5lt PET packs in three flavours Lemon & Lime, Blackberry & Strawberry and Cranberry & Raspberry.

Meanwhile, AG Barr, which also owns Irn-Bru, has announced recently that the last serving member of the Barr family dynasty is to end his tenure as chairman.

After 31 years in the job, Robin Barr will step down from the board of the soft drinks company founded by his great grandfather Robert Barr in 1875. He will be replaced as non-executive chairman in May by Ronnie Hanna, who has been on the AG Barr board as non-executive director for the past five years.

It was 1901 when Andrew G Barr first began selling Irn Bru, and despite there being fierce competition with many manufacturers making versions of the drink, some astute advertising allowed AG Barr to become the market leader.

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Sunday, January 21, 4:33 pm

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