Irn-Bru's in a league of its own with English growth

Rugby league's sponsorship by Irn-Bru has seen the Scottish icon grow sales in the sport's heartland in the north of England Picture: Maverick

AG BARR chief executive Roger White yesterday hailed the success of Irn-Bru's sponsorship of rugby league as growing sales set up the soft drinks firm for a sparkling set of results.

In a short pre-close update, the Cumbernauld-based group said like-for-like sales are expected to be up 10 per cent in the year to 29 January.

Although sales growth had slowed to 5 per cent during the final quarter, chief executive Roger White said he was still "delighted" with the performance given heavy promotional activity from competitors in the run-up to Christmas and the effects of the heavy snow.

White, who said Irn-Bru's sponsorship of rugby league was driving sales in the north of England, told The Scotsman: "In our push into England, we're targeting an area north of the M62 motorway, taking in Yorkshire, the north-east and north-west. We're telling more people about our drinks and making sure they're on sale in more places."

Sales of Rubicon fruit juice rose by more than 30 per cent over the past year, breaking through the 50 million-mark for the first time, after a deal with the England and Wales Cricket Board to sponsor the T20 county competition.

House broker Investec has pencilled in pre-tax profits of 31m, up from 28.3m.