the creamy stou Spectacular increase in rphy's Irish The black beer from Murphy's Brewery in the south of Ireland is finding ever-wider appre ciation in more and more parts of the world and the brewery personnel take pride in the fact that the regional stout brand is steadily expanding to become a global brand in the niche speciality markets. Murphy's Irish Stout: a creamy head of foam and a smooth flavour. Regular lager fans are increasing ly discovering that the taste of Murphy's Irish Stout is irresistible. For the Irish consumer stout is a 'way of life'. That's the chief reason why one-quarter of world stout output is consumed in Ireland and why stout also accounts for one-half of the Irish beer market. Anyone who visits an Irish pub is sure to hear lengthy debates about the right serving tem perature for a pint, about the prod uct's flavour or about the height and texture of its head. A pub's popularity is in fact determined more by the way in which it serves a pint of stout than by any fancy fixtures and fittings. Stout has the reputation of being a 'strong-flavoured' drink. For confirm ed lager drinkers the distinctive taste of stout certainly takes 'a bit of getting used to'. But, thanks to its remarkably smooth flavour based on a 130-year- old recipe, Murphy's Irish Stout smoothly paves the way for the change-over from lager to stout. And yet Murphy's Irish Stout is a genuine stout. A real Irish Stout developed by the four Murphy brothers using spe cially selected roasted barley, pale malt, hops, yeast and water. Foundlings James, William, Jerome and Francis Murphy established James J. Murphy Co. in the year 1856 and built the Lady's Well Brewery in a former foundling hospital, making grateful use of the spacious buildings. In the nineteenth century the brewery expanded to become the biggest in Cork. In the initial period they brew ed porter, a dark-brown beer that is today regarded as an inferior sort of stout. A few years later the four broth ers started brewing stout and deve loped the brew known as Murphy's Irish Stout. In 1983 Heineken acquired the assets of James Murphy Co. The brewery was renamed Murphy Brewery Ireland Limited and conti nued its operations as a wholly owned Heineken subsidiary. In the first five years after the acquisition the brewery was completely dismant led in phases and rebuilt from scratch on the same site. Tens of mil lions were invested in new brewing equipment and in a high degree of automation. These adaptations were necessary to guarantee a more consistent qual ity for Murphy's Irish Stout. The qual ity of the Cork-brewed stout was not of a consistently high standard and that lack of constant quality was slowing down the growth of the brand. Since 1983 the quality of Murphy's Irish Stout has increased substantially. Today, in 1993, the qual ity and consistency of Murphy's Irish Stout are even rated as 'absolutely fabulous' by David Forde, Brand Manager Domestic of Murphy's Irish Stout. High standards The average Irishman takes his beer drinking very seriously. For stout in particular the standards he sets are high. The Irish drinker considers himself a stout connoisseur, just like a Frenchman appreciates and savours his local wines. A perfect pint of stout (right temperature, good head, fresh taste) is almost an art form for the Irish. The remarkable fact, however, is that many confirmed Guinness drinkers (Guinness virtually holds a monopoly position in the Irish stout market) prefer Murphy's Irish Stout in a blind taste test, as was revealed by a major tasting campaign held by Murphy's brewery. The Irish are particularly outgoing and fond of a night out; 96% of all beer in Ireland is consumed in the tSj.VH ST( THE WORLD OF HEINEKEN

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World of Heineken | 1993 | | pagina 18