WITH
company or distributor in the market
where he wishes to open the outlet.
Discussions are conducted between
the investor and the local Heineken
operating company concerning the
commercial elements of any agree
ment between them. At the same
time, proposed sketches of the
Murphy's Irish Pub are presented to the
investor. When agreement is reached,
finalised plans of the outlet are de
veloped with the investor's input.
Every element of the bar is then
manufactured in Ireland, and ship
ped to the outlet location for assem
bly. The entire process happens at a
very rapid tempo - within twelve
weeks of finalisation of the outlet
drawings the new owner is able to
perform the official opening ceremo
ny of his Murphy's Irish Pub. During
the period that the bar is being
designed and fitted, sourcing of Irish
staff and musicians for the outlet can
be arranged, as well as a detailed
induction into understanding the
Murphy's brand and the Irish Pub
concept.
APPEAL
Via this concept, the Murphy's brand
is therefore responding successfully
to the growing popularity of Irish
pubs in the on premise trade. The
concept has proven to have truly
international appeal, with con
sumers the world over attracted to
the unique atmosphere generated by
the decor, beer portfolio, staff, food
and sociability found in an Irish pub.
"The Irish Pub concept offers con
sumers a unique retail experience,
and importantly this contributes
to maintaining consumer interest in
the on premise sector, which is partic
ularly valuable in markets where
off premise retailers are becoming
increasingly powerful", says Dan Leahy.
"Brewer interest in the concept is
further driven by the high volumes
available through successful exe
cution of the concept, as well as the
high margins available from speciality
beer consumption in the outlets".
EXPORT
Walk into the room of any export
manager at Heineken Export and you
will always find Heineken POS mate
rials there: posters of local events,
cans with special imprints, you name
it. Hubert Friederich is the exception
to the rule: not a trace of Heineken
green in his office. Instead, it's cram
med with Murphy attributes: beer
mats, bottles and cans with the
draughtflow system, photos and
advertising posters from the rich his
tory of Murphy Brewery. The mes
sage is clear: Hubert Friederich is the
Murphy's man within Export. In
close cooperation with David Forde
and Dan Leahy, he provides support
to the export managers in their sell
ing activities for the Irish beer. One
of ways he supports them is via the
Murphy's Pubs of Ireland concept.