a great many points along the can ning line advanced monitoring equip ment has been set up to keep a close watch over the process of installing the insert. This provides a guarantee that, both before and after filling, the capsule remains tightly lodged in the bottom of the can. Even cans with the slightest deviations from the norm are automatically pushed off the conveyor belt. Whitbread brewery in Samlesbury, to the north of Manchester, packs all Murphy's Irish Stout in draughtflow cans, i.e. both the Murphy's for the British market and the (Cork-brewed) Murphy's for the Irish and all export markets. Ernie Clements is a production line manager at the brewery in Samlesbury. He explains the principle of the Draughtflow System. "An insert with a nitrogen capsule is automatic ally placed in the bottom of the can. Whilst the beer is being pasteurised the insert becomes slightly softer in structure. But the nitrogen cannot escape because of the pressure of the beer. To bring the pressure to exactly the right level, a little more nitrogen is injected into the beer just before the lid is sealed on the can. When the can is opened by the consumer, the pressure of the beer on the capsule disappears. The capsule jets open, the nitrogen is released and mixes with the beer to create the head of foam."According to Clements, the opening in the capsule through which the nitrogen is released is hardly visi ble to the naked eye. Extra processing steps during the filling of beer into cans also require extra quality control by Whitbread. At Connoisseur "A young, discerning, experimental type of consumer. A person who is interested in beer, a connoisseur who does not drink large volumes and who doesn't consider Murphy's Irish Stout as his only beer." That is the consumer that Eamonn O'Sullivan has in mind when we discuss the tar get group for the black beer from Cork. O'Sullivan hardly makes a dis tinction between the various coun tries to which Murphy's Irish Stout has been exported to date. In terms of marketing and sales little use is made as yet of this description of the target group. The target group only plays a role in the choice of outlet. "Large budgets are hard to justify. We are still too small-scale to operate with enormous marketing budgets and spend a lot of money on things like market research and advertising. We are concentrating on promotions in the pubs, where we mainly have to rely on trial and mouth-to-mouth advertising", says O'Sullivan. List The list of export countries for Murphy's Irish Stout is growing stead ily. Export Manager Bob Kennefick sums them up: Murphy's is available on draught in Canada, the United States, Bermuda, the United Kingdom, France, Germany, Italy, Bahrain, Dubai and Abu Dhabi. Murphy's in the Draughtflow can is available in several of the above markets and also in St. Maarten, Gibraltar, Sweden, Australia, New Zealand, the Cayman Islands and in some Duty Free mar kets. Which product do O'Sullivan and Kennefick prefer for their export activities: draught or cans? Kennefick: "If it is a serious market I prefer draught, because that's the real thing. Although in certain markets, of course, we can get off to a good start with the Draughtflow cans." If he lets his heart speak, then Eamonn O'Sullivan is an advocate of draught Murphy's. "But rationally I say: cans. You've got no installation costs, no dispenser installation to clean and no returns of kegs. The can gives people a taste experience and we can use that to lift sales until it becomes remunerative to install a dispenser. At this moment for me it is clear: the can is the man!" Start quickly For introductions in new markets the same strategy is always pursued: start quickly and build slowly. Kennefick explains why: "Murphy's Irish Stout must be fairly difficult to obtain - certainly in the beginning. Mouth-to-mouth advertising then does its work and creates consumer curiosity." Ireland, its culture, its mentality, its clean environment sells itself well to consumers in Europe. Interest in everything Irish is growing. That applies for instance to Irish agri cultural produce but equally to stout. According to Kennefick, Murphy Brewery is profiting from that growing European interest in Ireland. 23 As regards the United States the situation is slightly different. There is almost always an Irish person in a U.S. bar. The Irish in the United Production line manager Ernie Clements shows a widget which is fixed in the bottom of a can. States are very often in the bar busi ness. America has a special bond with Ireland and Americans with Irish forefathers will definitely emphasise their Irish background and be open to products from their 'former home land'. "Half of the outlets in the U.S. which sell Murphy's Irish Stout are typically Irish style pubs. The other half I would describe as the serious beer pubs. Pubs which carry a wide range of beers and where the con noisseurs enjoy their beer", says Kennefick. Van Munching Co., importers of Heineken, Amstel Light and Buckler have also included Murphy's Irish THE WORLD OF HEINEKEN

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World of Heineken | 1993 | | pagina 23