Murphy’s Stout, a brand within the Five Points Trading Co., a company of White Plains, N.Y.-based Heineken USA, announced the details of its Celebrate with the Perfect Pour St. Patrick’s Day retail and on-premise program.
Program elements invite legal-drinking-aged 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 a chance to win a flyaway trip to Ireland, the company says.
“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. In 2017, the holiday delivered an incremental $25 million to the category,” said Amberly Hilinski, senior brand manager for Murphy’s Stout, in a statement, citing Nielsen AOC 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, the company says. 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 by texting SMOOTHPINT, where legal, to 88500 to enter the sweepstakes, it says. The grand prize winner will receive a trip for two to Ireland, with stops in both Dublin and Cork, the home of Murphy’s Stout, it adds.
“Murphy’s is an extra smooth and wonderfully palatable Stout,” Hilinski added. “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.”
