Fine head on her
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is that the hog in castlemartyr?
No, itâs the ride from the Model Farm Road.
Nope. Cashmanâs inside in town.
Did you stick the fingers in and have an aul go?
Fnarr fnarr etcâŚ
Youâre rocking that shirt
The younger brother of a friend.
Am delivering partridges to him, a fellow game enthusiast.
We are shortly going to Boweâs.
Will you be dropping up the pear tree before Christmas
Only pheasantsâŚ
Two noble boozers
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My first time in both The Cobblestone and Delaneyâs. Preferred, really, the latter.
Boweâs has always been class. Now has a wonderful whisk(e)y selection but equally good in 1980s.
Heineken Ireland axes Islandâs Edge stout
Paula Conlon, marketing manager for Islandâs Edge, and Wojciech Bogusz, Heineken Ireland marketing director, at its launch in 2021. The brewer has failed to attract drinkers to the product. Photograph: Conor McCabe
Brewer Heineken Ireland has axed its Islandâs Edge stout after a multimillion euro marketing campaign failed to lure drinkers to the product.
The multinational giantâs Irish subsidiary launched Islandâs Edge stout two years ago in the hope of attracting 18- to 35-year-old consumers and cutting into a market where Guinness has long held the number one spot.
However, Heineken Ireland is understood to have ceased selling the product to publicans, who say there was little demand from their customers for the stout.
The company would not comment but reports in recent months indicated that Islandâs Edge had yet to find any favour with drinkers despite the marketing push.
Heineken Ireland launched Islandâs Edge in mid-2021 with a multimillion euro investment and the ambitious target of capturing 10 per cent of the stout market, which is dominated by Diageoâs Guinness.
But the brand failed to make a dent in the market despite a âheavyâ investment in a bid to recruit younger drinkers to stout for the first time.
The brewer declined to put a figure on its Islandâs Edge marketing budget at the time of the launch, but indicated to The Irish Times that it would be âin lineâ with the sums invested in the more successful 2015 launch of cider brand Orchard Thieves, to which it committed âŹ20 million.
Islandâs Edge, aimed at 18-35 year-olds who did not traditionally drink stout, was developed after substantial product testing, with tea and basil extract introduced to the brewing process to reduce the bitter aftertaste often associated with stout and increase the sense of refreshment.
The drink was soft-launched in 300 venues in Dublin in July 2021, before being rolled out to supermarkets and off-licences, while a major marketing campaign kicked off in September 2021 with an open-air event in Dublinâs Docklands and a high-profile multimedia advertising campaign created by the agency Havas.
The initial launch campaign used the promotional slogan âunexpectedly refreshingâ, while a subsequent campaign by the agency Publicis Dublin in 2022 bore the slogan âitâs better, not bitterâ.
Drinks industry figures said on Wednesday that most pubs in the Republic has simply stopped ordering Islandâs Edge stocks from Heineken Ireland as there was âlittle or no demandâ for the stout.
Some sources suggested that last yearâs 9 per cent increase in Heinekenâs draught prices may have left some publicans unwilling to support the new product.
Heineken already owns two stouts, Beamish, which it bought in 2008, and Murphyâs, acquired when the Dutch brewer bought the Cork brewery of the same name in 1983.
Both have launched extensive marketing campaigns in the past aimed carving out a greater share of the market for themselves, but neither came close to loosening Guinnessâs stranglehold.
Diageo, the drinks giant that owns Guinness, calculates that the stout accounts for one in every three pints of beer sold across the island of Ireland.
Heineken is the Republicâs best-selling lager, with an 8 per cent share of the market, according to some estimates. Its other brands include Orchard Thieves, Moretti, Coors, Tiger and Murphyâs Red.
It was a terrible name.
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They should have offered a line with every pint to attract this market
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Kinda want to try it out now just to see what it was like.