Text: Izzy Copestake
After millions of Euro in investment, the stout will be leaving pubs for good.
Heineken Ireland is discontinuing Island’s Edge. The stout with the slogan, ”It’s Better, Less Bitter” was launched two years ago with hopes of appealing to 18-30 year olds drinkers and capturing around 10% of the stout market, which is dominated by Guinness.
The 2021 launch came with a heavy marketing campaign and was advertised on the ground in over 300 pubs before being rolled out to off-licenses and supermarkets. While Heineken has declined to mention exactly how much they spent on the two year long campaign, they indicated in a statement to The Irish Times that the figure would be ‘in line’ with the budget for their more successful launch of Orchard Thieves, which was around €20 Million.
Although Island’s Edge is no more, Heineken already owns two stouts: Murphy’s and Beamish, and its namesake lager is Ireland’s bestseller – holding approximately 8% of the market.
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