AG Barr switches wholesale supply model amid plans to integrate Boost Drinks business

Irn-Bru and Boost Drinks owner AG Barr is culling its direct to store delivery model, focusing on supply through its existing wholesale channel instead.

In a statement released on 14 March, the firm, who also owns the Rubicon and Funkin brands, said: “Following a comprehensive review of Barr Soft Drinks’ sales and distribution operations we are today announcing a proposal to change the route to market strategy in the important symbols and independent retail channel.

“The current direct to store delivery model, supported by telesales, would move to an enlarged and enhanced field sales operation with brands directly supplied through existing wholesale channels.”

The decision could result in the closure of its direct operations at Moston, Wednesdbury and Dagenham by June. AG Barr is in consultation with 160 employees potentially affected by the move. However, the restructure is expected to create additional field sales roles to support its new strategy.

In the announcement, AG Barr also stated it would be fully integrating the Boost Drinks business it acquired in 2022 into its own. The firm said this would “result in a reduction in duplicated activities and access to the wider Barr Soft Drinks sales channels and organisation.”

It added: “Subject to consultation it is anticipated that the integration would be completed by the end of the year. The proposal impacts 35 employees and would lead to the closure of the Boost Leeds office.”