Island's Edge, a stout backed with multimillion euro marketing campaign, failed to lure drinkers
Paula Conlon, marketing manager for Island’s Edge, and Wojciech Bogusz, Heineken Ireland marketing director, at its launch in 2021. The brewer has failed to attract drinkers to the product. Photograph: Conor McCabe
However, Heineken Ireland is understood to have ceased selling the product to publicans, who say there was little demand from their customers for the stout. But the brand failed to make a dent in the market despite a “heavy” investment in a bid to recruit younger drinkers to stout for the first time. The drink was soft-launched in 300 venues in Dublin in July 2021, before being rolled out to supermarkets and off-licences, while a major marketing campaign kicked off in September 2021 with an open-air event in Dublin’s Docklands and a high-profile multimedia advertising campaign created by the agency Havas.
Some sources suggested that last year’s 9 per cent increase in Heineken’s draught prices may have left some publicans unwilling to support the new product.
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