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.

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World of Heineken | 1998 | | pagina 7