its local character
The first shipment of
Murphy's Stout on its way to
the United States. From left
to right, Bob Kennetwk
(export manager), Michael
Foley (general manager) and
Frans van der Minne (Direc
tor Export Heineken).
asserts Michael Foley, managing
director of Murphy's Brewery.
Sponsoring
Following those first positive sig
nals Whitbread set about expanding
the distribution of Murphy's. Other
marketing instruments were also
used, such as sponsoring. In the
meantime a major golf tournament in
the United Kingdom carries the
Murphy's name.
At the moment Murphy's market
share is still growing. What's more,
Whitbread and Murphy's Brewery
(as the Lady's Well Brewery is now
called) note with satisfaction that,
thanks to Murphy's, the interest of
British consumers for stout has been
rekindled.
Exports
However, Murphy's Brewery is
not focusing its attention on the Brit
ish market alone. In the French
region of Brittany and in a number of
Irish pubs in Paris Murphy's Irish
Stout has also been introduced on a
small scale. The same applies to
Canada and the United States where
a cautious start has been made.
The first kegs of Murphy's Irish
Stout have already arrived in New
York and Toronto. Van Munching
Co. Inc., importer of Heineken beer
in the United States, and The
Imported Beer Company in Canada
are handling its sales and distribu
tion.
Recently Murphy's Irish Stout
was honoured with the title of 'Beer
of the year' by the trade magazine
'The Publican'. Hardly surprising in
view of its growth over the past year.
And interest continues to grow;
requests are coming in from Austra
lia, Germany and the West Indies for
the black beer from Cork.
37
THE WORLD OF HEINEKEN
