Quigley who lives in Ireland but is a
regular traveller to Berlin and Paris.
In total Quigley owns four pubs, of
which one is in Berlin and three are
in Paris. "The essential thing is to cre
ate the right ambiance. The fittings in
the pub help to set the scene, but it's
the people behind the bar who really
create the atmosphere."
Trading house
The export of Murphy's Irish Stout
takes place from Cork in Ireland and
from Amsterdam. Until recently Bob
Kennefick and Eamonn O'Sullivan
were supported in their work by
Erwin Ketelaar, Export Manager of
Heineken in Amsterdam. Ketelaar
helped them in seeking markets in
which Murphy's Irish Stout can be
introduced.
"You could look upon ffeineken
Export as a sort of trading house for
Murphy's Brewery. Murphy's Brewery
therefore is and will remain the
owner of the brand. The intention is
to promote Murphy's Irish Stout more
on an international scale, but for that
you need to draw on the marketing
and export know-how of the geo
graphically organised export manag
ers within Heineken. Heineken's ex
port department acts as the coordi
nation centre for the further growth
of Murphy's Irish Stout", explains
Ketelaar shortly before his transfer to
Heineken Nederland. His task for
Murphy's has been taken over by
Hans Krijgsman.
The export markets which have
been developed by and are served
from Ireland are and will remain the
direct responsibility of Murphy's
Brewery: France, the U.S.A., Canada,
Italy, Germany and the U.K. Requests
from all other countries in the world
are passed on by Bob Kennefick to
Amsterdam, where Erwin Ketelaar
and his colleagues examine possibi
lities for Murphy's Irish Stout in the
relevant market. "We also check
whether the regular Heineken or Am-
stel agent is interested in and might
be suitable for the Murphy's Irish
Stout agency or whether another
importer might perhaps need to be
sought. Our own export offices in all
parts of the world can play an
important role in this", says Ketelaar,
referring to various examples, includ
ing Switzerland where the Heineken
Schweiz export office introduced
Murphy's Irish Stout at the beginning
of 1993.
The Gulf States (Bahrain, Abu
Dhabi and Dubai) are also seen by
Ketelaar as a highly promising mar
ket. The big contingent of British
expatriates is, in his view, the reason
for the successful introduction and
the steady growth of Murphy's Irish
Stout there. Also in the Far East and
the Caribbean - where the stout mar
ket is reasonably developed - he sees
good opportunities for the black beer
from Cork.
Optimism
Not only the employees of Murphy's
Brewery see a bright future for 'their'
stout. Within Heineken Corporate
there is a predominant feeling of opti
mism and a conviction that, thanks to
the quality and brand image of
Murphy's Irish Stout, consumers in all
parts of the world will regularly drink
a pint from Cork.
During the official opening of the
new office of Murphy's Brewery in
Cork, the then Chairman of the
Heineken Executive Board, G. van
Schaik, put this feeling into words
as follows: "We are fully behind
the international development of
Murphy's Irish Stout. We see good
growth prospects for it in overseas
markets and we will fund whatever
resources are needed to ensure its
success."
Murphy's Brewery Managing
Director Michael Foley is also opti
mistic: "We expect to increase pro
duction of Murphy's Irish Stout by
some 300 per cent over the next five
years. While our share of the home
market is relatively small, our success
on overseas markets is placing new
demands on us daily. We expect to be
producing more stout than lager at
the brewery within a few years as our
export markets continue to grow."
Three hundred per cent within
five years; an ambitious plan but one
that is based on reality. Bob
Kennefick, Eamonn O'Sullivan and
the Heineken people involved in
Murphy's export would be the first to
drink to that!
THE WORLD OK HEINEKEN
