Murphy's Irish Stout

Guy Murphy

Murphy’s Irish Stout was launched in the UK not as an alternative to Guinness but as complementary to it and was positioned as a premium beer.
Agency: Bartle Bogle HegartyAuthor: Guy Murphy

The Whitbread Beer Company Murphy's Irish Stout

INTRODUCTION

Murphy's is an example of how planning helped reposition a brand into a new market by clearly identifying the values of that market and understanding how they could be used in advertising.

Background

Murphy's is a draught stout, whose origins are in Cork, Ireland. It has been brewed there since 1856. Not until 1988 did the brand properly become available in the UK.

Bythis time the stout market here was almost exclusively the property of Guinness.

The marketing...

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