Murphy's name. Partly thanks to extensive TV coverage the brand awareness of Murphy's Irish Stout has been substantially boosted. In May 1991 a series of three com mercials was launched aimed at Adam Collett, brand manager Murphy's at Whitbread in the U.K., tests a pint of Murphy's Irish Stout. Murphy Brewery also sponsors local events, like a demonstration snooker match between world champion Stephen Hendry and Irish champion John Doherty. The photo shows the two players together with General Manager of Murphy Brewery Michael Foley Geft) and Deputy Lord Mayor of Cork Damien Wallace. increasing the brand awareness and also at educating the consumer. In the commercials the consumer is told in a humorous way how Murphy's Irish Stout should be served and drunk. The films were made by the English BBH advertising agency. One million At the present time Murphy's is ob tainable in more than 13,000 outlets and accounts for a market share of thirteen per cent, or more than 1 mil lion pints a week. The British stout market had always been almost en tirely in the hands of Guinness, but Murphy's Irish Stout has built up a firm position within the space of a few years. Even now that the stout market in the U.K. is declining slightly, Adam Collett, Brand Manager Murphy's at Whitbread, is pleased to note that the volume of Murphy's is still stable, which means that its market position is growing. "That gives us an espe cially favourable launch-pad when the stout market starts to grow again." With the introduction of Murphy's Irish Stout in the Draughtflow can, Whitbread also wants to achieve suc cesses in the important take home market. The can is also sold to pubs for take home purposes after hours and to small restaurants and guest houses in which the installation of a dispenser would not pay its way. Collett does not expect the Draughtflow can to account for a large proportion of the sales of Murphy's Irish Stout in the on pre mise trade, since the focus continues to be on expanding the distribution and on promotions to build purchase frequency. For 1993 Whitbread has the same objectives for Murphy's as in 1992, with the emphasis of its activities on expanding the distribution in London. Collett: "Murphy's is traditionally weaker in London than in the rest of the U.K. but we will invest more this year in distributing and marketing." Innovation The development of the Draughtflow can is regarded by experts as the most important innovation within the brewing industry in the past ten years. The characteristic way in which a pint of stout is served in the pubs could not be imitated in the past by using bottled or canned stout, since that stout only contained carbon dioxide and could not be mixed with nitrogen. With the aid of Heineken, Whit bread spent several years studying to find a way of allowing the consumer to drink a draught-quality beer at home as well. At the moment the THE WORLD OF HEINEKEN

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World of Heineken | 1993 | | pagina 22