Brewer Heineken Ireland has axed its Island’s Edge stout after a multimillion euro marketing campaign failed to lure drinkers to the product.
Launched two years ago, the stout was aimed at attracting 18- to 35-year-old consumers, competing with Guinness in a market it has dominated for a long time.
The launch of Island’s Edge in mid-2021 came with a significant investment and the ambitious goal of securing 10% of the stout market. However, the brand did not resonate with consumers, despite substantial marketing expenditure.
Heineken Ireland, which owns other stouts like Beamish and Murphy’s, has struggled to compete with Guinness, which accounts for a significant share of the stout market. Despite being the Republic’s top-selling lager, Heineken remains in second place, holding an 8 percent market share, according to the Irish Times.
The discontinuation of Island’s Edge follows other efforts by Heineken Ireland to expand its market presence and challenge its competitors. However, it appears that their recent campaign to attract younger stout drinkers was unsuccessful.