Heineken Ireland Aiming To Capture 10% Of Stout Market With New Stout
Heineken Ireland is aiming to capture 10% of the stout market with its new stout, Island's Edge, which was announced earlier this year and will be sold in pubs and bars across the Republic of Ireland from this week as a high-visibility marketing campaign gets under way.
As reported by The Irish Times, Heineken conceived Island's Edge, which was soft-launched in 300 Dublin venues in July and has been available in supermarkets and off-licences since August, as a stout for individuals who do not like stout, and is using more modern branding than would typically be associated with the category.
Island's Edge Marketing Manager Statements
Island's Edge marketing manager Paul Conlon reportedly said, "It is a traditional market and that is why we decided to enter it, because we felt there is an opportunity to rejuvenate it."
Conlon reportedly said, "The sales performance has been quite strong in the first eight weeks,", and that she is "confident" that Island's Edge can reach at least a 10% share of Irish stout sales by recruiting new customers to the category.
Conlon reportedly said, "This brand has been ready to be born for quite some time now."
A supporting Island's Edge television campaign, which was reportedly created by the agency Havas, directed by Richard Chaney and produced by Piranha Bar, will reportedly run on both television and video-on-demand until the end of this year as Heineken reportedly "invests heavily" in its bid to convert young drinkers to stout.
Heineken's ambitions for Island's Edge will reportedly also be backed by social, out-of-home, print and geo-targeted digital marketing, with media buying arranged by Red Star, which is part of the Dentsu group.
Conlon reportedly declined to put a figure on the marketing spend for Island's Edge, but reportedly said, "It will be in line with what we would have done with [cider brand] Orchard Thieves."
Heineken Ireland reportedly did "more testing than usual" to develop Island's Edge, with head brewer PJ Tierney reportedly introducing tea to the process to reduce bitterness and increase the sense of refreshment, as well as a hint of basil adds to the coolness.
Main Barrier To Stout For Non-Stout Drinkers
Heineken research reportedly suggests that the main barrier to stout for non-stout drinkers is the perception that stout is too heavy.
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