How to describe IRN BRU?

IRN BRU is a carbonated mixed flavor fruit drink with a unique taste. IRN BRU contains 32 flavors and made with real sugar.

How would you describe the essence of a flavor that only 2 people in the world know? Such a closely-guarded secret that it is held under lock and key in a vault in Switzerland?

A taste so precious, so unique that it is Barr's (makers of IRN BRU) chairman Robin Barr, and he alone, who blends the unique combination of 32 flavors that can be savored in every sip? Only 1word describe it: Phenomenal. 

And if you didn’t get that right you’ve clearly been drinking something else.

Barr's IRN-BRU was created in Glasgow, Scotland in 1901.

At the time it was just one of many mixed flavor drinks called Iron Brew, each manufacturer compiling his own recipe for an invigorating and refreshing beverage. During World War II the soft drinks' industry was rationalised, which meant that Barr could no longer produce under its pre-war trade names. Like the rest of the companies in the industry Barr's became a numbered production unit. This meant producing only the soft drink specified by the government and selling them at fixed prices. Iron Brew was not recognised as a "standard drink" and therefore disappeared from the grocery shop shelves for the duration of the war.

After the war, as the industry was getting ready to reintroduce its own products again, a disturbing proposal was put foward by the Government that food labelling regulations would be amended to ensure that the names on all foods would be in future literally true. In the soft drinks industry this would have meant the demise of American Cream Soda as a name, since it didn't come from America and did not contain Cream. Ginger Ale could no longer be called Ginger Ale because it was not an Ale.

Similarly, the name Iron Brew would have had to be changed since, although by law it had to contain 0.125mg of iron per fluid ounce, the drink was not actually brewed. It was due to these proposals that Barr's came up with the idea of registering the phonetic equivalent of the general name "Iron Brew" as its own trade name. In 1946 the name "IRN-BRU" came into being. Before the warr Barr's Iron Brew had captured the taste buds of Scotland and, after wartime restrictions were lifted, Barr's were quick to recapture the market.

From the beginning IRN-BRU was heavily advertised. The adventures of "Ba-Bru & Sandy" which ran from the 1930's were featured in many Scottish newspapers including "The Bulletin". This ran until the mid 1970's when the campaigns "Made in Scotland from Girders" and "Your Other National Drink" were developed. Campaigns have evolved, for example the use of the distinctive 48 sheet poster advertisements shot in black and white.

Although other companies have tried to copy Barr's IRN-BRU the essence which makes it so popular remains a closely guarded secret. Whilst Chairman Robin Barr is now the only family board member to know the secret of the IRN-BRU recipe there will always be at any one time two board members who will know the recipe. The name of one of these board members will remain secret.