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Success
Smooth
THE WORLD OF HEINEKEN
customers and consumers on the values of responsible consumption
and the dangers of alcohol abuse. To this end, a company alcohol
policy has been produced and distributed to all staff, encouraging
them to act as ambassadors for the company. All company alcohol
polices and marketing codes will be available for the company on
the new web site (www.heinekenireland.ie), due to be launched
this summer. The site will contain a wealth of information about
responsible alcohol consumption.
Corporate Affairs Manager Declan Farmer points out that "In the
final analysis, it is our belief that the responsible consumption of
beer is consistent with a positive lifestyle and that the informed
consumer is ultimately responsible for his or her own actions.
We believe that the measures taken both by Heineken Ireland and
the industry in delivering these messages, will result in all
consumers being informed consumers."
Well-executed sales plans, creative and innovative marketing, a
passion for quality, a focused social responsibility programme
and a dedicated workforce were key factors in Heineken Ireland's
strong performance.
Barry Sheehan is responsible within Heineken Ireland for sales
in the off-trade. "Off- premise beer consumption is growing
significantly year on year and as such represents Heineken
X
Murphy's, renowned for its smoothness thanks to
the use of 'chocolate' malt and less hops in the brew,
continues to make headway in the competitive
stout market in Ireland. Stout currently accounts
for just over 40% of beer volume in Irish pubs.
"The Heineken Ireland team based at Murphy
Brewery in Cork strengthens the Murphy's business
support for both domestic and export markets.
In Ireland Murphy's has increased its market share
to 32% of the Cork stout market through its new
marketing initiatives in tandem with its new
communications campaign 'Smooth like Murphy's'.
The cross-functional support offered to international
markets across our Technical, Logistics, Finance,
Sales and Marketing operations brings a wealth of
experience to Murphy's business and we are firmly
focused on developing Murphy's international
presence and stature," says Kevin Cullinane,
Murphy's Marketing Manager. His department at
Murphy Brewery in Cork is responsible for the
implementation of Murphy's marketing strategy in
over seventy markets around the globe.
The Murphy team is also responsible for the
marketing of Murphy Irish Red beer, according to
Kevin Cullinane "the perfect specialty for those
looking to make a half-step up in taste from premium
imported lagers."
