Murphy’s Irish Stout Launches New Formats in the UK Off-Trade

HEINEKEN UK is expanding its classic Irish stout brand, Murphy’s (4% ABV), with the introduction of new 4x440ml and 10x440ml multipacks to tap into the stout category’s growing popularity. The new formats will roll out across the grocery, wholesale and convenience channels from March 2025. 

The stout category has performed incredibly well over the past year as consumer demand for the ‘black stuff’ surges, with strong value and volume growth in the total market of +23.7% and +18%, respectively^[1]. In the off-trade, specifically, stout has grown +15.6% in value and +11.3% in volume^[2]. 

Founded in Cork in 1856, Murphy’s Irish Stout has always been a trusted, authentic stout brand, and this position has been solidified over the past year as the demand for stout has increased and consumers explore the category further – with many discovering Murphy’s for the first time due to increased distribution in pubs and bars. 

Murphy’s saw a significant increase in sales across 2024, resulting in a total uplift of 104% for the year^[3]. This peaked in December, when there was overwhelming demand for Murphy’s, with pints up an incredible 632%^[4] in UK pubs and bars, compared to the same period in 2023. 

Alexander Wilson, Category & Commercial Strategy Director, Off Trade, 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.” 

Murphy’s boasts a well-fired, toasty and earthy taste with notes of toffee, coffee and chocolate. Its silky-smooth feel also features aromas of coffee grinds, mocha, chocolate, sweet, and malt syrup.