Heineken's plan to bring Murphy's to US drinkers takes shape as Cork stouts 'booming'

Heineken Ireland MD says Beamish growth outperforming stablemate in Ireland as 'two stouts shining again'

Heineken Ireland managing director Sharon Walsh speaking at the Cork Chamber Business Breakfast at The Metropole Hotel in Cork. Picture: Noel Sweeney

The managing director of Heineken Ireland says the company's two famous stout brands Murphy's and Beamish are seeing growth of 28%, with Murphy's Stout's popularity now set to crack the US market.

Sharon Walsh was guest speaker at the sold-out Cork Chamber Business Breakfast at the Metropole Hotel on Wednesday, where she confirmed the two Cork stout brands are "booming", mirroring the success of stout rival Guinness. 

"Things have come full circle and we now have our two stouts shining again. They're both growing 28% and have a strong demand from an export point of view," said Ms Walsh.  

Murphy's is a huge success story. In Britain, the world's largest market for stout, worth more than €1bn, Murphy's has rapidly expanded its presence in recent years, with more than 1,550 pubs now serving the stout on draught. A transatlantic shift has also begun, with Murphy's now available in 26 bars in the New York area.

"Murphy's is shining in the UK, also the Nordics, and is also sort of hitting Eastern European countries, and is starting to go a little bit Stateside. Watch this space," said Ms Walsh.  

Ms Walsh said that Beamish growth is actually outperforming its stablemate in national growth, with notable popularity among younger drinkers as a 'creamy Beamy', noting its taste profile sets it further apart from market leader Guinness. It also has an attractive price point, often selling for 50c cheaper than other draught stouts. 

"Price does play a factor but I don't think it is the biggest driver of his growth, I think that people are gravitating towards it anyway, more for the image and the taste profile." 

Diversifying the portfolio

The Heineken Ireland CEO took on the top role in Ireland three years ago, and has overseen the further diversification of the brand portfolio. Ms Walsh previously headed the Dutch giant's global cider division, and helped make Orchard Thieves a major player in the Irish market, and now available in 20 markets worldwide. Moretti has been another success story, a leader in the premium beer market, with a marketing campaign highlighting its continental appeal and its distinctive glass. Heineken remains Ireland's most popular beer.  

She has highlighted the importance of heritage, with the company's Irish HQ, on Leitrim Street celebrating 170 years since James J Murphy founded the Lady's Well brewery, on the site of the former Cork Foundling Hospital. Murphy's was bought by Heineken in 1979, with Beamish acquired in 2008 through the purchase of parent firm Scottish & Newcastle.

"I'm very happy to say that 95% of all our portfolio today is actually brewed here in Cork," said Ms Walsh. "I feel very privileged to hold this role, especially as a Dublin woman heading up a Cork-based company. Cork and the city has shaped our history and it also shapes our future."

Flavoured beers are now a growing segment - two zero Heineken beers were launched last month - and she did not rule out a launch of a Murphy's stout 'zero' product in future, to rival Guinness 0.0.

One stout that has came, and gone, is Island's Edge, launched by Heineken in 2021 but discontinued in 2023, just missing the boat of the stout resurgence and global boom. "I think it was unlucky in terms of timing, for sure," said Ms Walsh. "However, also I would say I think what we've learned is that to be successful in stout category, unlike maybe in other categories, you've got to have heritage and tradition.

"I think that's maybe something that we missed in the Island's Edge launch. But in terms of launching a variety in stout (Island's Edge had tea and basel infusions), I think it was a little bit ahead of its time."

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