THE first official Irn-Bru ready-to-drink (RTD) cocktail can has been launched in a new partnership between ‘Scotland’s other national drink’ and Funkin Cocktails.
The launch of the Irn-Bru Vodka Martini comes at a time when two thirds of consumers say that ‘something new and different’ is their top beverage purchase driver, with the two brands aiming to bring novelty to shelves.
Featuring the classic Irn-Bru colours and design, the 200ml cans – which also come in a multi-pack – display the brand’s iconic strongman image holding aloft a cocktail glass, with Funkin’s branding at the top.
The drink is described as a ‘unique’ new serve, which combines the ‘unmistakable bold taste’ of Irn-Bru with Funkin’s signature nitrogen infusion to allow for a velvety texture and smooth head – rather than the soft drink’s expected fizz. The two brands said this has allowed for a ‘bar-quality’ cocktail which can be enjoyed on-the-go or served at home.
A comprehensive marketing campaign will back the launch of the drink, with it focusing on leveraging Irn-Bru’s distinctive tongue-in-cheek personality. Messaging will focus on the drink’s unique texture of the serve with the line ‘it’s not fizzy, it’s a Funkin cocktail!’
Funkin Cocktail’s head of brand, Ashley Birch-Ruffell, commented, “Funkin has constantly pushed the cocktail category forward to bring new and innovative products to consumers – and this is bigger than ever before.
“Irn-Bru is a truly iconic brand – loved by consumers UK-wide and backed by over a century of history while still staying fresh and contemporary. As the UK’s number one cocktail company in the UK, this partnership is truly exciting, bringing both brands to new audiences across categories.
“Following the release of our hugely successful Blue Raspberry Martini earlier in the year, which has already racked up sales worth over £700,000, we’re always on the lookout for the next big thing. We want to make the cocktail consumers have been waiting for, continuing to delight and excite, keeping the category fresh and, crucially, allowing retailers to keepcapitalising on this important and growing market.”
Kenny Nicholson, Head of Brand at Irn-Bru, added, “We are really excited to be partnering with the cocktail experts at Funkin. We know consumers are always looking for ‘something new and different’ and the Funkin Cocktails Irn-Bru Vodka Martini delivers just that -a perfect blend of our iconic Irn-Bru flavour and bold spirit with Funkin’s mixology expertise to create the first ever alcoholic Irn-Bru ready to drink cocktail, bringing the phenomenal flavour of Irn-Bru to the growth of the RTD category.
“For Irn-Bru fans, our new collaboration offers the bold flavour of Irn-Bru but delivered in a way that it’s never been tasted before all thanks to an infusion of nitrogen to give it a velvety smooth texture. As one of the fastest growing OFC brands in the UK, we’re always looking for a way to excite and uplift the nation and this is just the start of some phenomenal Bru partnerships.”
