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2nd November 2023
09:53am GMT
Emily Mullen
From the September 2021 launch of Island's Edge[/caption]
The drink was soft-launched in 300 venues in Dublin in July 2021, before being rolled out to supermarkets and off-licences before being officially launched in September 2021. The high-profile event involved guests boarding a boat down the Liffey to visit an open-air festival event at Dublin's Docklands (an Island's Edge in itself), featuring food, music and entertainment.
In recent marketing materials circulated in 2022, the slogan "it’s better, not bitter" was used to describe the brew.
Alongside Orchard Thieves, Moretti, Coors, Tiger and Murphy’s Red, Heineken already owns two stouts, following the acquisition of Beamish in 2008 and Murphy’s which it purchased in 1983. Heineken is the country’s best-selling lager, according to estimates holding an 8% share of the market.
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