system gives better top
HYS STOUT
draught
13
Home consumption
Murphy's with the draughtflow
system was introduced in April 1992
and is destined solely for the British
market. There was a lengthy wait
before the product could actually be
launched. The ale brand Boddingtons
Bitter (also a licence product of
Whitebread) was given the honour of
pioneering the draughtflow system
and consumers were so enthusiastic
that all the filling capacity was reser
ved for Boddingtons. In the meantime
Whitbread has solved the capacity
problems and the expectation is that
as from September Whitbread will
also be able to produce Murphy's Irish
Stout with the draughtflow system for
markets outside the UK.
Thanks to the draughtflow system
Whitbread can tap into a completely
new segment of the British market for
Murphy's: the home consumption
channel. Whitbread has already built
up an excellent distribution system for
Murphy's and the market share of
Murphy's Irish Stout has expanded in
a couple of years to 12% of the
draught stout segment.
With the introduction of Murphy's
Irish Stout in cans the consumer who
has grown to appreciate the product
in the on-premise trade will also be
able to enjoy it at home. Which means
plenty of new opportunities for
Murphy's Irish Stout in the United
Kingdom, especially in view of the
many words of praise from the British
retail trade for this innovation.
THE WORLD OF HEINEKEN
