Heineken sets sights on Guinness market with launch of new stout

Drinks giant Heineken is to launch a new stout with ambitions to take a substantial chunk of market share in a category dominated by Guinness.

Heineken Ireland has spent two years developing Island’s Edge and will start selling the stout in 300 Dublin pubs in the coming weeks, before going nationwide in September.

Paula Conlon, the brand’s marketing manager, said Heineken expects the stout to be a mainstream product which will be backed by a significant marketing investment in the coming months.

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