Old and Unimproved - 1901 Launched

Pic 1901

 

IRN-BRU 1901 COMES OUT OF THE ARCHIVES AND INTO PRODUCTION

 

IRN-BRU fans across Scotland are in for a treat with the news that a limited edition ‘IRN-BRU 1901’ is to hit shelves.  The top-end tipple is being made the old-fashioned way, using an ‘old and unimproved’ IRN-BRU recipe first created way back when BRU was born in 1901.

Made to the authentic 1901 recipe from a handwritten book stored deep in the company archives for over 100 years, IRN-BRU 1901 is like nothing anyone has tasted before and is sure to delight fans as they experience IRN-BRU as it first was.

Given the age of the recipe, it is thought that nobody in the world has tasted this early version. IRN-BRU’s research and development experts have worked to lovingly recreate the time-old recipe using modern equipment at Barr’s state-of-the-art factory in Cumbernauld to give fans across the nation a special treat. 

While IRN-BRU’s secret flavour essence remains unchanged, the 1901 recipe doesn’t have any caffeine, but it does have a frothy head on its gingery fizz and is sweetened with sugar to produce a rich satisfying taste.  It will also faithfully only be sold in 75cl glass bottles – just as it was back in the day. 

Robin Barr, who unearthed the recipe, said: “The 1901 recipe has aged beautifully over the last 118 years. For a limited time, we’ll be producing a premium ‘old and unimproved’ IRN-BRU 1901 just as it was enjoyed by our first fans.

“This is IRN-BRU as you’ve never tasted it. It’s a chance to enjoy a unique and authentic piece of Scottish history - but don’t hang about, we don’t think it will be around for long.”

When it first rose to fame as Scotland’s other national drink, it was produced under the name ‘Iron Brew’ with the slogan “a refreshing and invigorating tonic beverage”, so it’s fitting that the archives have also provided inspiration for distinctly different retro labels. 

Taking cues directly from the ginger nectar as it was in 1901, the new limited-edition packaging features the IRN-BRU strongman and authentication from inventor Andrew Greig Barr in homage to its Victorian-era advertising. 

IRN-BRU 1901 will be sold in 75cl glass bottles in shops across Scotland from 2 December 2019 and is expected to retail at around £2 per bottle. For more information, visit irn-bru.co.uk or check out @irnbru on social media.

 

ENDS

 

For more information, please contact Shaun Bell or Fraser Clarke at Stripe Communications on 0131 561 8628 or IRNBRU@stripecommunications.com