Heineken became the fastest
growing lager in Ireland
Ireland
Balance
Republic since:
EU member state:
Capital:
Population:
Irish beer market:
Per capita consumption:
Segments:
Number of outlets:
of which pubs:
Ratio on-trade - off-trade:
Portfolio Heineken Ireland:
Market share Heineken Ireland:
Dublin
3,917,203
5,006,170 hi (76% of
total drinks market)
142 litres
Lager 51%, Stout 41%,
Ale 7%, Non- and
Low alcoholic beers 1%
10,393
8,350
82% - 18%
Heineken, Murphy's Irish
Stout, Amstel and Coors
Light
lower rate of economic growth, combined with different drinking
habits gave rise to a hefty decline of 6% last year. Imminent
government measures to restrict the marketing of alcoholic
products are not making things any easier for Heineken Ireland.
The fact that the brewery still managed to strengthen its market
position is mainly due to skilled and inventive marketing.
"Continued market share has become more challenging," says
Michael van der Poel, Marketing Director. "It all has to come
from competitors in a declining market. Greater consumer
understanding and improving the effectiveness of the brand
portfolio is vital. Significant progress is being made by
Deidre Waters, Marketing Strategy and Planning Manager, and
Derval Dormer, Consumer Planner, along with the brand teams
and their commercial colleagues."
The marketing specialists at Heineken Ireland have developed a
successful balance in the messages used to communicate the
brands. According to Marketing Manager Heineken, Jacco van der
Linden, there are three core messages: the quality and heritage
