Heineken To Launch New Stout
Heineken will launch a new stout in the coming weeks in a bid to take a sizable portion of the market share for stout, which is a market that is currently dominated by Guinness.
As reported by The Irish Independent, Heineken Ireland has spent two years developing its new stout, which is called Island's Edge and will start selling in 300 Dublin pubs in the coming weeks before being sold across the country from September.
"A Mainstream Stout"
The brand's marketing manager, Paula Conlon, reportedly said that Heineken is expecting Island's Edge to be a mainstream product, and it will be supported by a significant marketing investment in the coming months.
The Irish Independent quotes Conlon as saying, "This is a mainstream stout for a mainstream audience.
"The ambition is 300 pubs for a soft launch to start with and then move into wider distribution nationwide, and from a retail perspective, we are looking at a full nationwide distribution rollout from August/September.
"There is one dominant player, and of course we want to take our fair share and invest heavily in it. If I was pushed [on market share], we would definitely be looking at north of 10%, and that's probably conservative.
"So our big campaign, heavyweight investment in the brand kicks off in September with TV, out-of-home [advertising], social and digital advertising."
Heineken will reportedly also promote Island's Edge heavily in pubs.
Conlon reportedly added, "It's a big ambition. It's a full-scale nationwide launch later this year."
Conlon reportedly declined to state the amount of the investment, but reportedly said, "We will invest heavily, there will be significant investment in terms of growing the brand."
Aiming "To Rejuvenate The Category"
Conlon reportedly said, "Our ambition is to rejuvenate the category, get it back into growth and offer something different in the category.
"Stout has been quite stagnant, so there has been very little innovation over the last number of years."
Positive Response From Consumer Testing
Conlon also reportedly said that the response from consumer testing has been overwhelmingly positive.
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