A major shift in strategy has been announced by AG Barr, with plans to terminate its bottled water line, Strathmore, by early 2026. This decision aims to streamline the company's operations and enhance profitability. The proposal includes potential layoffs and closure of facilities, contingent upon employee consultations. Previously, AG Barr underwent significant restructuring, including redundancies and site closures across England.

Details Surrounding the Strategic Move

In the heart of Scotland, nestled within Forfar, AG Barr is contemplating a pivotal move that could redefine its future. By January 2026, the company intends to phase out its Strathmore bottled water brand. A spokesperson highlighted challenges faced by the brand in recent years, citing market competition as a critical factor. This action follows earlier organizational changes, such as the integration of Boost energy drinks and the discontinuation of direct sales operations. Notably, sites in Moston, Wednesbury, and Dagenham were also closed last year. Employee consultation remains crucial, with assurances provided for support during this transition.

The proposed changes reflect broader efforts to optimize the company's structure and focus resources on more profitable ventures.

From a journalist's perspective, this announcement underscores the dynamic nature of corporate strategies in response to market pressures. It highlights the delicate balance companies must strike between maintaining legacy products and adapting to evolving consumer preferences. While the decision may lead to job losses, it also signals a commitment to long-term sustainability and growth. As AG Barr navigates these changes, stakeholders will closely monitor how effectively they manage this transformation while preserving their reputation.