Case Study
Embedding Company Values Through a Bespoke Formula 1 Challenge
How Team Challenge Company designed a fully tailored event for A.G. Barr that brought ‘Barr’s Behaviours’ to life — and delivered an experience the team still talks about.
About the Client
A.G. Barr plc
A.G. Barr is one of the UK’s most recognised soft drinks manufacturers, home to iconic brands including IRN-BRU, Rubicon, and Strathmore. With a deeply held set of corporate values — known internally as ‘Barr’s Behaviours’ — the business is committed to ensuring that its culture is not just stated, but actively lived by every member of the team.
The Challenge
More Than Just a Day Out
A.G. Barr needed a team building experience for their sales and management team that went beyond entertainment. The event had to encourage creativity and a competitive spirit, whilst meaningfully reflecting the company’s day-to-day business activities. Most importantly, it had to weave ‘Barr’s Behaviours’ throughout every element of the experience — not as an afterthought, but as the central thread.
This presented a significant creative challenge: how do you design an event that is genuinely fun and competitive, yet simultaneously delivers a strategic message about corporate values in a way that feels authentic rather than forced?
The Solution
A Formula 1 Business Challenge at Airth Castle
Team Challenge Company invested six weeks in the development of a fully bespoke event, ensuring that every single detail — right down to the language used in the briefing documents — was aligned with A.G. Barr’s corporate identity and writing style.
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Build Your Racing Team
Set on the grounds of the historic Airth Castle, teams were challenged to develop their own Formula 1 racing teams — not just building karts, but constructing an entire business around them.
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Anchor to a ‘Barr’s Behaviour’
Each team had to select one of the ‘Barr’s Behaviours’ as the foundation for their racing team’s identity. Every element — the logo, strapline, racing tactics, and financial model — had to authentically reflect that chosen value.
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Pitch for Funding — Dragon’s Den Style
To secure the funding needed to build their karts, each team had to deliver a compelling Dragon’s Den style pitch. Success depended on how convincingly they could demonstrate the link between their business plan and their chosen Behaviour.
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Race to Victory
With funding secured and karts built, the teams competed head-to-head on the track — bringing together the creative, strategic, and competitive elements of the day in one exhilarating finale.
The Outcome
Overwhelmingly Positive — and a Lasting Partnership
Participants actively lived the ‘Barr’s Behaviours’ throughout the day, creating a genuine and lasting connection to the company’s values.
Feedback from across the entire team was overwhelmingly positive, with many rating it the best team activity they had ever experienced.
The Dragon’s Den pitch required teams to collaborate across functions, breaking down silos and fostering new working relationships.
A.G. Barr has since booked several further events with Team Challenge Company, including health and safety workshops for drivers and logistics managers.
“A big thanks to you and your team for making the day fun as well as relevant to our business. The feedback has been positive from across the team — pleasing everyone is challenging, and you guys pulled it off! This was probably the best team activity we have ever done. I loved the way everyone got involved and how you incorporated Barr Behaviours throughout the day.”
Why It Worked
The Principles Behind the Success
No off-the-shelf solution. Six weeks of development ensured every detail was tailored to A.G. Barr’s culture, language, and objectives.
By building and pitching their own businesses, participants internalised the ‘Barr’s Behaviours’ through doing, not just listening.
The Dragon’s Den format required teams to articulate how their decisions were guided by company values — making the learning tangible and measurable.
The Formula 1 racing element ensured high energy and full engagement throughout the day, making the strategic learning feel effortless.
Following the success of this event, A.G. Barr has continued to partner with Team Challenge Company across a range of team development and training needs — a testament to the trust built through exceptional delivery.