barextensions now available, ALL ROUTES pubs. Pubs play a key role in Irish culture, though the actual drinking takes second place to the pub's function as a meeting place. If you want to see your pals and friends, the best place is down at your local pub. Eamonn O' Sullivan is brand manager for Murphy's Irish Stout worldwide. Downturn Over the last eighteen months, however, there have been signs of a downturn. Because of the precarious state of Ireland's economy visits to the local pub have become less frequent. Spending power is on the decline and a pint of stout is not cheap because of the high excise duty. Partly forced by circumstances, the Irishman is in creasingly seeking his social life at home, buying bottled or canned beer from the off-licence store or the supermarket and inviting friends along to his home. Stout from a bottle or ordinary can is hardly comparable to draught stout, even though the brewing process is identical. But Eamonn O'Sullivan, Brand Manager for Murphy's Irish Stout world-wide, says that the two types of stout should not be compared with each other. "They are totally dif ferent products. In Ireland we prefer draught stout but in France, for instance, consumers are enthusiastic about bottled Murphy's." Mix Bottled stout not only tastes differ ent, it also looks different from draught stout. The characteristic head of foam is missing because only car bon dioxide has been added to the bottled or canned beer, whilst a draught stout is dispensed with a mix of 30% carbon dioxide and 70% ni trogen. A revolutionary development in the brewing industry means that it is now also possible to drink 'draught quality' stout at home as well. The British brewing group Whitbread (which brews and distributes Heineken lager under licence for the British market) has developed the 'Draughtflow System' with the help of Heineken. This unique system en sures that when a can is opened, a device at the bottom of the can re leases a fine stream of nitrogen bub- THE WORLD OF HEINEKEN bles. The nitrogen mixes with the product, thus creating a stout with exactly the same composition and unique head as draught stout. Murphy's Brewery was eager to introduce the Draughtflow can in Ireland because it felt that this special can offered potential for strength ening the market share of Murphy's Irish stout in its home market. The only metric measures allowed in Ireland are 33 and 50 cl, which meant that the 44 cl can from the U.K. could not be used for the Irish market. For the introduction of Murphy's Irish Stout in the Draughtflow can, there fore, a change in packaging was needed. A 37.5 cl can was developed. However, the actual contents of the can are 33 cl, since some head space must be left over for the head of foam to develop after the can has been opened. Introducing Murphy's Irish Stout in the Draughtflow can with contents of 50 cl was never consider ed, as the can's size of 57.5 cl would be too big for shelving. Bar extensions Eight months after its launch in the U.K., Murphy's Irish Stout in the Draughtflow can was introduced in Ireland in October last year. Three ten-second commercials and a bill board advertising campaign set the tone for the introduction. The slogan 'Bar extensions now available' made it clear to consumers that they could now drink a draught quality stout at home as well. Murphy's Brewery also devoted a great deal of attention to in- store samplings in supermarkets and off-licences and to sales promotion activities. Trial - also in Ireland - is of eminent importance for Murphy's Irish Stout. "It is a very palatable product. If we offer consumers an opportunity of regular tastings of Murphy's Irish Stout, it's not long before they acquire a taste for this product", explains MURPHY'S DRAUGHT. NOW IN CANS

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World of Heineken | 1993 | | pagina 20