Irish stout brand Murphy’s launches multipacks for the off-trade

• Product: Murphy’s 4x440ml, 10x440ml
• Supplier: Heineken UK
• ABV: 4%
• RRP: £5, £12
• Available: March 2025

Heineken UK is expanding the availability of Irish stout brand Murphy’s in the off-trade with the launch of 4x440ml and 10x440ml multipacks.

The multipacks will be available across grocery, wholesale and convenience channels from March 2025.

Their launch comes amid a strong growth period for stout, which has seen value and volume growth in the total market of 23.7% and 18% respectively.

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In the off-trade specifically, stout has grown by 15.6% in value and 11.3% in volume. Meanwhile, Murphy’s saw a 104% sales increase in 2024. This increase peaked in December, when sales of pints were up by 632% in UK pubs and bars compared to the same period in 2023, driven partly by a Guinness shortage.

Alexander Wilson, category & commercial strategy director, off-trade at Heineken UK, said: “Given stout’s surging performance across the total market, we have seen consumers explore the category further. As a credible, authentic stout option, Murphy’s has exploded in the on-trade over the past year. This expansion of formats in the off-trade will enable even more customers to maximise the stout opportunity and provide consumers with quality options to enjoy at home.”

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