Heineken UK is expanding its Irish stout brand, Murphy’s (4% ABV), with the introduction of new 4x440ml (RRP £5.00) and 10x440ml (RRP £12.00) multipacks to tap into the stout category’s growing popularity. The new formats will roll out across the grocery, wholesale and convenience channels from March.
The stout category has performed well over the past year as consumer demand for the ‘black stuff’ surges, with both strong value (+23.7%) and volume (+18%) growth. In the off-trade, specifically, stout has grown 15.6% in value and 11.3% in volume.
Murphy’s saw a significant increase in sales across 2024, with a total uplift of 104%. This peaked in December, when there was a surge in demand for Murphy’s, with sales of pints up 632% in UK pubs and bars amid shortages of rival brand Guinness.
Alexander Wilson, Category & Commercial Strategy Director, Off Trade, said: “Given stout’s surging performance across the total market, we have seen consumers explore the category further. 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.”
