A stout addition for St. Patrick’s Day sales approaches
DRINKS giant Heineken UK has launched new formats for its classic Irish stout brand Murphy’s to help drive up sales this St. Patrick’s Day.
Available across grocery, wholesale and convenience channels from March 2025, the stout brand will roll out across four can multipacks of 440ml cans as well as 10-packs of 440ml cans.
The new launches come during a prominent time for the stout category as market research firm Nielsen has illustrated with its new data. According to the firm, stout saw a total value sales increase of 15.6% and an 11.3% increase in volume sales across the off-trade.
Founded in Cork in 1856, Murphy’s is an established and authentic Irish stout brand with a strong history to help cement its place in the market.
Heineken reckons the new multipacks will be ideal for those looking to host parties for this St. Patrick’s Day or for those who are looking to celebrate in the house this year. The four pack comes with an RRP of £5 with the 10-pack coming in at £10.
Alexander Wilson, category & commercial strategy director for off-trade at Heineken UK, said: “Given stout’s surging performance across the total market, we have seen consumers explore the category futher.
“As a credible, authentic stout option, Murphy’s has exploded in the on-trade over the past year. This expansion of formats in the off-trade will enable even more customers to maximise the stout opportunity and provide consumers with quality options to enjoy at home.”
