Heineken has announced the return of its stout brand, Murphy’s, to UK supermarkets after a three-year absence. The decision comes in response to a surge in demand for stout, fueled by supply constraints and price increases affecting Guinness, the market leader (inside.beer, 6.12.2024).
The Dutch brewing giant confirmed that four-packs and ten-packs of Murphy’s, with an ABV of 4%, will be available from next month in various retail outlets, priced at around GBP 5 (USD 6.35) and GBP 10 (USD 12.70) respectively. The brand had been progressively removed from UK supermarket shelves over the past years, exiting Sainsbury’s in 2019, Asda in 2021, and Tesco in 2022.
Despite these past setbacks, Murphy’s has witnessed a dramatic increase in sales. According to Heineken, the brand’s performance in the on-trade grew by 176% last year, while December alone saw a 632% surge in demand. The shortage of Guinness, which faced supply disruptions in December and price hikes from its parent company Diageo, led many pubs to introduce Murphy’s as an alternative. Over 100 new pubs added the stout to their taps, raising the total number of UK venues serving Murphy’s from 200 to 500 (inside.beer, 20.01.2025).
The ongoing demand for stout in the UK has been significant. According to market research firm IWSR, the country represents the world’s largest stout market, valued at USD 971 million in 2023. Stout sales in Britain increased by 12% that year, continuing an upward trend that began in November 2021.
To capitalize on this momentum, Heineken has launched a digital tool called "Map O’Murphy’s," which allows consumers to locate pubs and retailers stocking the Cork-brewed stout. The company believes the growing consumer interest in stout beyond Guinness will allow Murphy’s to strengthen its market position, particularly in the off-trade segment.
Meanwhile, Diageo has announced further price increases, expected to take effect by the end of this month. These hikes could see the cost of a pint rise by 20-30 euro cents, marking the fourth price adjustment for Guinness and other Diageo brands, including Carlsberg, Hop House, and Rockshore, in recent times.
