AG Barr Soft Drinks will launch special packs for Irn-Bru to encourage shoppers to celebrate the summer football.

Available from May, the supplier hopes the packaging will drive sales in conjunction with summer footballing events, such as the finals of the Champions League and Europa League, and the delayed Euro 2020.

It will be available across 500ml big cans, 2l bottles, and 18 x 300ml and 24 x 330ml multipack cans.

CCEP launches two new on-pack promotions for Euro 2020

According to Barr, football tournaments can cause soft drinks sales to increase by 18% – an opportunity that is enhanced this year due to fans being largely unable to travel to attend matches.

Barr will support the launch with a social media and PR campaign, as well as offering retailers in-store displays and POS.

Read more product news