Passion
JUNE 2004
Ireland's largest source of growth in the future.
Rapid continuous growth is predicted with the expectation that
up to 30% of beer volume could be realised through the off-trade
within 10 years. Currently the off-trade beer market is dominated
by lager. A deep and continuous understanding of both consumer
and shopper motivations and the subsequent development of a
relevant and profitable portfolio of brands and package types is
critical to achieving our goals in the off-trade."
Ken Maclntyre-Barn, National Sales Manager On-trade, reflects on
recent developments in the on-trade. "The on-trade market has
changed considerably in the last few years - moving from a very
buoyant market in which beer was competing with significant
growth in spirit drinking, alcopops and repertoire drinking - to a
market that showed a decline of 6% in 2003. The pub is becoming
less relevant in Irish society. The outlook for 2004 points towards
a further market decline of approximately 6%."
Technical Manager Derek Orford is, as he says himself, 'an opera
tional guy'. As Technical Manager, Derek is also in charge of the
draught service. Eighty employees travel to visit the outlets day
in and day out and make sure that the lines of the dispenser
installations are cleaned eleven times a year and that the
required maintenance work is carried out.
DAAUi
DRAUGHT
