David Forde. Promotion girls in the off-licence outlets successfully sold the new product to potential consum ers, thanks to a campaign in which consumers were given a free Murphy's glass when purchasing eight cans. This glass was developed specially for use with the Draughtflow can, since glasses of this size were previously unknown in Ireland. The introduction in the off-licence outlets turned out to be a tremendous success. Particularly in the pre- Christmas period, when off-licence beer sales reach their traditional peak, Murphy's in the Draughtflow can sold excellently. Alternative But Murphy's Brewery is not setting its sights solely on the off-licence market. The Draughtflow can is also available in the pubs. David Forde: "There are pubs in which Murphy's Irish Stout is not available on draught because the turnover rate is still not high enough. With the introduction of the Draughtflow can we are able to offer the stout drinker a fully-fledged alternative. Ultimately, the Draught- flow can should allow us to stimulate the demand for Murphy's Irish Stout to such a level that the installation of a draught dispenser will be justified in due course." The Draughtflow can is seen by Irish publicans as a threat to their future. And yet a brewery like Murphy's cannot afford to ignore the market trends. Particularly the 18 to 35 year-olds consider the consump tion of beer at home as a completely acceptable alternative to a visit to the pub. Besides, says Eamonn O'Sullivan, the introduction of the Draughtflow can has had a positive effect on the brand image of Murphy's Irish Stout: "The can has added a lot of credibility to the brand in Ireland." Letters Every week piles of letters land on the desks of Eamonn O'Sullivan and Export Manager Bob Rennefick from agents all over the world who would like to include Murphy's Irish Stout in their portfolio. According to O'Sullivan, that interest is attributable above all to the position that Murphy's holds in the United Kingdom. "The U.K. - and London in particular - is visited by people from all over the world, including agents. They then get to know Murphy's Irish Stout and see that the product is successful. For our future export activities the suc cess in the U.K. as well as in Ireland is therefore of essential importance." Murphy's Irish Stout is brewed and distributed for the British market by Whitbread, the brewery with which Heineken has had a close relationship for decades. Whitbread has already been brewing and distri buting Heineken lager for the British market since the 1960s. The introduction of Murphy's Irish Stout took place in 1985 and Whit bread has had the product in its range since 1988. Thanks to Whitbread's distributive strength and marketing efforts, the product really developed at a fast pace from the moment Whit bread started handling Murphy's Irish Stout. At the moment when the con tract was signed with Whitbread, in March 1988, Murphy's Irish Stout was available in 2,000 outlets and had a 2% share of the stout market. 21 of Murphy's was tackled on a large scale and Whitbread invested as much as ten million pounds in the product, on the installation of dis pensers, in the training of bar staff to make sure that the product was served to the customer under opti mum conditions, and on advertising and promotional support. During the four years that fol lowed Whitbread further expanded the distribution of Murphy's Irish Stout and product advertising be came increasingly more important. Murphy's also built up a name for itself in the field of sponsorships. Players in a prestigious golf tourna ment in the U.K. competed for the Murphy's Cup. In August last year even the English Open carried the Training Six months later Whitbread's plans were put into effect. The distribution Bob Kennefick is export director for Murphy's. THE WORLD OF HEINEKEN

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World of Heineken | 1993 | | pagina 21