Retailers can benefit from the spike in Irish beer sales and consumers’ desire to experiment with new, authentic brands.
Murphy’s Stout, pride of Irish beer aficionados around the globe, announces the details of its ‘Celebrate with the Perfect Pour’ St. Patrick’s Day retail and on-premise program.
Program elements invite LDA+ consumers, looking to expand their import beer horizons, to celebrate with Murphy’s on March 17 by pouring the perfect Murphy’s Stout through interactive engagement and enter for a chance to win a flyaway trip to Ireland.
“During the period leading up to St. Patrick’s Day, Irish beers take center stage at retail outlets and on bar and restaurant beer menus,” commented Amberly Hilinski, senior brand manager for Murphy’s Stout. “In 2017, the holiday delivered an incremental $25MM to the category (Nielsen AOC – 2017 Panel Data). This season, more than ever before, consumers are looking to expand their taste profiles and explore new flavors grounded in heritage and authenticity. By prominently displaying Murphy’s Stout along with other import beverages, retailers can benefit dually from the spike in Irish beer sales and consumers’ desire to experiment with new, authentic brands.”
To activate ‘Celebrate with the Perfect Pour’, Murphy’s will host sampling events, where legal, in accounts throughout the country. In addition, retail and on-premise visibility items including posters, tuck cards, table tents, glassware and tap handles along with pint cup, pouring spoon, and balloon giveaways will be available to engage consumers and encourage them to celebrate with Murphy’s – the Perfect Pour – while texting SMOOTHPINT, where legal, to 88500 to enter the sweepstakes. The grand prize winner will enjoy a trip for two to Ireland, with stops in both Dublin and Cork, the home of Murphy’s Stout.
“Murphy’s is an extra smooth and wonderfully palatable Stout,” added Hilinski. “Still brewed using the original 160 year old recipe, Murphy’s characteristic roasted barley, chocolate malt flavors and nitro-powered creamy finish is internationally recognized by stout and craft enthusiasts alike. We are excited to offer our retail partners a program that will help them generate even greater incremental sales this St. Patrick’s Day and consumers an authentically smooth stout to celebrate the Irish in everyone.”
