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AG Barr readies biggest marketing push for Funkin canned cocktails in UK

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AG Barr is giving the recently-released Nitro Canned Cocktail line from its Funkin unit a UK-wide push over the summer.

The ads for the Funkin Nitro canned cocktail range will run over the summer in the UK

The ads for the Funkin Nitro canned cocktail range will run over the summer in the UK

The company, which was moved to issue a profit warning today, will spend GBP1m (US$1.25m) on the campaign. Launching this week and running until September, the activation comprises out-of-home and digital ads.

Targetting 25- to 44-year-old consumers in the country, the presence will highlight Funkin Nitro's portability, offering cocktails including Passion Fruit Martini, Espresso Martini, Amaretto Sour and Pink Gin Fizz on the go. The digital aspect that will appear at key travel hubs in the country will feature personalised messaging.

Today's announcement represents the biggest marketing spend on Funkin since the company was formed in 1999. AG Barr acquired the business for GBP21m in 2015.

"Canned cocktails have notoriously been of poor quality," said Funkin marketing director Ben Anderson. "Our flavour expertise, cocktail knowledge and nitro technology means we are bringing the best-tasting, best-looking cocktails to consumers no matter where they are."

Launched in April, the four Funkin Nitro variants each have an abv of 5% and retail at around GBP2.29 per can.

Alongside today's profits warning, AG Barr praised its Funkin unit for continuing to add growth to the company. It said the nitro cans were performing ahead of expectations.

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