Heineken is expanding its Murphy’s brand with the introduction of new 4 x 440ml and 10 x 440ml multipacks to tap into the stout category’s growing popularity.
The new 4% ABV formats will roll out across the grocery, wholesale and convenience channels from March 2025.
The stout category has performed incredibly well over the past year as consumer demand for the ‘black stuff’ surges, with strong value and volume growth in the total market of +23.7% and +18%, respectively. In the off-trade, stout has grown +15.6% in value and +11.3% in volume.
Murphy’s saw a significant increase in sales across 2024, resulting in a total uplift of 104% for the year. This peaked in December, when a shortage of rival brand Guinness saw overwhelming demand for Murphy’s, with pints up 632% in UK pubs and bars, compared to the same period in 2023.
