20231120 Reduced Glare

Barr Soft Drinks rehydrates the SSE Hydro with new sponsorship deal

IRN-BRU will continue to add sparkle to the SSE Hydro, after Barr Soft Drinks, maker of the iconic Scottish drink, announced plans to remain as the venue’s Official Soft Drink Partner.

As excitement fizzes for the venue’s reopening, the five-year partnership will see Barr Soft Drinks favourites including IRN-BRU, Rubicon and Barr Flavours adding extra flavour to live entertainment at the world-class Scottish venue.

The first event at the SSE Hydro will bring together the World’s strongest men to compete at the Giants Live World Tour Finals on Saturday 18 September. To celebrate the partnership and inspired by the strongman on every can of IRN-BRU, Scotland’s strongest man and fellow Cumbernauld local, Andy Black, steeled himself for the finals with a cold can of the ginger nectar, IRN-BRU. Using one of IRN-BRU’s famous girders for some final practice reps, two giants from Cumbernauld came together to prove anything is possible when you’re Made in Scotland from Girders.

As a world-class destination for live events and music gigs, the SSE Hydro attracts an audience of more than a million visitors each year, consistently ranking in the top 10 arenas globally, alongside the likes of Madison Square Garden and London’s O2.

The reopening of the SSE Hydro is a landmark moment for the recovery of Scotland’s music, arts and culture scene. The venue, which has played host to superstar names such as Shawn Mendes, Kylie Minogue and Little Mix, will welcome many more famous faces before the end of the year with McFly, JLS and Elton John set to grace the stage amongst a bumper year with more events scheduled than ever before.

As the nation opens back up, the renewal of our partnership with the SSE Hydro continues our commitment to supporting the recovery of Scotland’s entertainment and hospitality industries. Our nation’s hospitality is unrivalled and we’re excited for locals and visitors alike to experience the fizz of excitement you get with live events at the SSE Hydro – hydrated with our products. I’m chuffed Scotland’s strongest man, the phenomenal Andy Black could prepare for the Hydro’s big reopening and the Giants Live World Tour Finals with a cold can of IRN-BRU. He truly is Made in Scotland from Girders.
Adrian Troy, Marketing Director

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