NPD fuelling demand for Moy Park

Suzie Edwards, Director of Marketing and Insight at Moy Park, explains what retailers and consumers can expect from the Moy Park brand in 2021, with a host of new products guaranteed to capture consumer interest and help to grow the poultry category.

THE poultry category has continued to grow in recent years, and 2020 was actually a good year for poultry sales, as more and more consumers across the country cooked from scratch, with poultry, and chicken in particular, proving an extremely popular and versatile choice.

Moy Park’s Director of Marketing and Insight, Suzie Edwards, explains the continued growth of the category in Ireland, why Moy Park remains one of the leading brands in the market, and reveals just what this progressive brand has up its sleeve for the rest of 2021.

How has 2021 been for the Moy Park brand so far?

“This year, our focus remains on delivering high quality, great value products to our customers and consumers. 2020 saw ongoing strong growth for the poultry category, continuing the trend of year-on-year increases we have seen over the past number of years.

“Lockdown has also driven a big change in consumer habits, and one of the things our market insights have revealed is a sharp rise in scratch cooking. There was a marked increase in sales across all meat and poultry, as consumers bought products which would not only allow them to cook from scratch but, in many cases, would allow them to batch cook.

Therefore, our brand focus in 2021 has been all about proactively responding to these changing consumer eating and shopping habits, with the kitchen as the new hub for many households, multitasking mums and dads, and even first-time cooks, moving almost overnight from ready meals to a whole new culinary world.

We have also continued to further develop our commercial capabilities through areas such as innovative food development, consumer insight and effective customer and category marketing. The Moy Park brand remains very much focused on value, convenience, and of course, taste; product integrity is extremely important as is our commitment to quality and excellence in the creation of new ranges.”

What is Moy Park’s marketing strategy for the brand this year?

“In 2021, the focus of our strategy is to continue to build brand awareness and increase product visibility through a sustained marketing campaign, which aims to celebrate the ‘everyday yay’ and help bring back some normality to everyday living.

During the summer months, we will embark on our community Chicken Run initiative, which rolled out successfully in Northern Ireland and the East Midlands last year.

At Moy Park, we recognise our role in contributing to the wellbeing of those in the local areas in which we operate, and through our Chicken Run initiative, it was our hope that each food box would help a household and remind us all how kind and neighbourly we are in local communities. “We are very excited to be expanding our campaign this time around, so watch this space!”

BBQ Mango Lime & Coconut Mini Fillets, part of the new BBQ range from Moy Park.

New product development is a key driver of market growth. How important is NPD to Moy Park?

“As a market leading brand, we recognise the importance of developing new products in line with consumer trends. At

New Mediterranean Chicken Meatball & Tomato Traybake offers a quick and easy mealtime solution for busy families.

Moy Park, we are committed to a culture of continual innovation, planning, adapting and anticipating customer and consumer needs, while also addressing environmental and sustainability issues. Herein lies the opportunity to innovate - a challenge our colleagues, farming and supply chain partners continue to embrace.

We pride ourselves on our heritage and expertise, operating a fully integrated farm-to-fork supply chain, and as a result are a trusted supplier for the retailers we work with. We have industry leading marketing and innovation teams, who work closely together to identify key trends and develop our innovative Moy Park branded product ranges.”

What new branded products are planned for 2021?

“For summer 2021, we have developed a range of new Moy Park branded products across three categories - Ready to Cook, Added Value and BBQ - all of which have been carefully crafted to bring consumers something different when it comes to chicken.

With the added value lines, we are really showcasing different parts of the chicken, which have been paired with a selection of our chefs’ marinades, including Peri Peri and Sweet Chilli. Our new Ready to Cook products, such as Mediterranean Chicken Meatball Traybake, offer quick and easy mealtime solutions for busy families.

Particularly important at this time of the year is the start of BBQ season. This period helps drive consumption of chicken and introduces consumers to new flavours and cuts of chicken. There is no doubt many consumers actively seek something a little different from their food these days, and BBQ products are no exception. We have seen a growing awareness of global cuisine, flavours and regional authenticity fuelling a desire for new and exciting flavours.

With travelling abroad out of the question for many during the past year, more consumers are exploring and experimenting with different herbs and spices at home.

“This has informed the development of our new four-strong BBQ range - Cajun Chicken Sizzlers, Sweet Chilli Chicken Drums and Thighs, Mango Lime and Coconut Chicken Mini Fillets, and Yakitori Chicken Kebabs - which are now available to retailers.”

Is there any retailer-specific activity planned for the rest of the year?

“We will support our product launches through an integrated marketing campaign, which will come to life through out-ofhome advertising, PR, digital marketing, and engaging with social media influencers. With video continuing to grow in popularity and importance, video-on-demand and digital display advertising will play an integral role in our retailer strategy.

The end of May will see the launch of our summer campaign, when we will hopefully see more lockdown restrictions begin to ease across Ireland. As we step outdoors and come together again, we want to show how Moy Park will be an integral part of that experience.

Whether it’s bringing people together around a table, a BBQ, or a picnic basket, we would love to see Moy Park products playing a part in creating new memorable and meaningful moments.

With shoppers, in particular parents, increasingly seeking nutritious and convenient meal solutions, our ready-to-eat range, which is listed with Dunnes and Tesco, is ideal as it delivers for consumers in a variety of ways: as a sandwich filling, an ingredient for a quick dinner or on its own as a snack. In a very competitive marketplace, our Moy Park branded packaging ensures maximum shelf impact with bright colours and impactful use of our brand to engage consumers.”

FOR more information on Moy Park branded products and distribution, please contact Estelle Robinson on +44 (0) 7876063318 or email: estelle.robinson@moypark.com.

Jean Smullen advises on must-stock wines for the summer months ahead.

WINE was definitely the beneficiary in terms of the rise of eCommerce during 2020. Big changes in consumer behaviour as a result of lockdown and the huge advances in smart technology drove the demand for online and retail wine sales. Irish importing companies adapted significantly to the distribution challenges and in 2020 the retail sector saw remarkable growth in both volume and value sales for wine. A recent report commissioned by the Drinks Industry Group of Ireland (DIGI) and written by Dr Tony Foley, Professor of Economics at DCU Business School, highlights the alcohol consumption figures in Ireland for 2020. The report is based on the Revenue Commissioners’ alcohol clearances figures for the previous year, which they released in March 2021. It highlights the impact the closure of the on-trade has had on the sale of alcohol in the last year; it should come as no surprise that during 2020, off-licence sales and home consumption increased. According to the DIGI report, the average adult alcohol consumption figure decreased by -6.6% in 2020 compared to 2019. Since 2001, alcohol consumption in Ireland has decreased significantly, showing a decline of -29.8%. Per capita consumption of wine on the Irish market now stands at 12 litres. Figures from 2001, produced by the World Drinks Trend Report, show that 20 years ago, per capita consumption of wine in Ireland was 17 litres. According to Dr Foley’s report, from 2019 to 2020, sales of wine by volume increased by +12.0%. During the same period, total spirits consumption by volume also increased by +0.7%. However, the figures show the impact on-trade closures had on beer and cider sales. Volume sales of beer fell by -17.3% and sales of cider decreased by -11.4%. Wine now accounts for 32.2% of total alcohol consumption compared to 27.2% in 2019 and 13.2% in 2000. In 2000, Beer accounted for 56.6% of total alcohol consumption, today it is 38.9% (Source: DIGI Report 2020). In the last year, the Irish retail trade has seen a rise in consumer demand for mid-priced and premium wines and certainly the figures bear this out. Value sales of wine in the retail sector on a MAT basis to December 2020 was up +21.2%, with volume sales increasing by +16.4% for the same period. However, a note of caution, while the increased sales in the retail sector are encouraging, the almost total loss of ontrade sales mean that overall, the growth market for wine in Ireland remains flat (Source: Nielsen Scantrack, December 2020). While the current demand for more premium wines from the wine buying consumer is heartening to see, it is envisaged that once the on-trade re-opens later this year, that spend will revert back. For the moment, this year’s Summer Wines feature will focus on the superb quality wine offers currently available to the retail sector.

Barry & Fitzwilliam

Look out for the Villa Maria Private Bin Sauvignon Blanc, Pinot Grigio, Riesling & Chardonnay on offer at €11. Graham Norton Sauvignon Blanc & Rosé are on offer at €12. Graham Norton Frizzante and Frizzante Rosé are also available at the special price of €11. Martin Codax Albarino is on offer at €15, and Tio Pepe Fino Sherry is available at just €13. The hugely popular Kylie Minogue Merlot, Sauvignon Blanc and Rosé are also on offer at €12, while the Sarah Jessica Parker Sauvignon Blanc and Rosé are available for €15.

Bibendum Ireland

Provençal Rosé is one of the wine trends to change the face of the global wine market in recent years. To put it in perspective, in 2007 the region exported 5m litres of their Rosé wines globally; by 2017 that figure was over 30m litres. This summer, Bibendum Ireland will be offering the 2019 Château des Bertrand’s Rosé, a premium rosé wine with exceptional balance and complexity. For summer drinking, look out too for Piccini’s 2019 Mario Primo Chianti DOCG, made from a blend of 80% Sangiovese, 10% Canaiolo and 10% Malvasia e Trebbiano Toscano. This lighter style of red wine has only 12% alcohol and can be served chilled. For Champagne lovers, Bibendum Ireland have the award winning Champagne Palmer & Co Brut Reserve and Blanc des Blancs, both winners at the 2020 Champagne & Sparkling Wine World Championships. Winning Best Blanc de Blanc NV and The World’s Best Brut NV.

Cassidy Wines

Since May 1, 2021, Cassidy Wines are the official distributor of Maison Louis Jadot; from the tip of Chablis to the toe of Beaujolais, this range of premium wines come from one of France’s most famous regions, Bourgogne. Cassidy Wines will distribute the entire Jadot range and the portfolio will include some of the new regional appellations. Look out for the Louis Jadot Macon Lugny, the Louis Jadot Bourgogne Chardonnay Couvent des Jacobins and Bourgogne Pinot Noir Couvent de Jacobins, as well as the Louis Jadot Beaujolais Village wines. The AOP wines in the Louis Jadot range include wines from Beaujolais, the Louis Jadot Beaujolais Cru wines produced in the AOP’s Fleurie & Morgon. Always in great demand are wines from the AOP Chablis, with the Louis Jadot Chablis 1er Cru Fourchaume and Louis Jadot Chablis Grand Cru Vaudesir highly recommended. Cassidy will also distribute the Louis Jadot Cru de Mâconnais Pouilly Fuisse. From the Côte d’Or they will have the complete range of village wines, as well as the Louis Jadot Ladoix Le Clou d’Orge, Meursault and Chassagne-Montrachet. All the premium wines from the Louis Jadot range, including their 1er and Grand Cru range from the Côte du Beaune and Côte du Nuit will be available. Cassidy will also distribute the Louis Jadot Oregon Estate wines, produced in the Willamette Valley under the Resonance label.

Comans Beverages

This summer, Comans will be flying the Tricolour with their McKenna Collection, a Chilean wine with a strong Irish heritage. Captain John (Juan) McKenna, who was born in County Monaghan, played an important role in the struggle for Chilean independence from the Spanish crown in 1810. The McKenna Collection first launched here in 2009, the year before Chile’s Bicentennial, and has gained a significant following. The McKenna Collection is made exclusively for the Irish market by Undurraga, one of

Kylie Minogue Wines sell 1m bottles

IN under a year Kylie Minogue Wines have sold over one million bottles of wine, making it one of the most successful wine brands ever to launch. The first female artist to have number one albums across five consecutive decades officially launches her new Rosé Sparkling Prosecco. “I am unbelievably humbled and thrilled by the global response to Kylie Minogue Wines,” said Kylie. “To sell over a million bottles in less than a year has been incredible, and testimony to the amazing producers and winemakers Kylie Minogue Wines have been lucky enough to work alongside. I have been incredibly touched by the joy our wines have brought to so many people in the last year, and I am excited this month to release our new 2020 Rosé vintages, including a very special Sparkling Prosecco Rosé - enjoy!”

Kylie Minogue Wines is an exquisite, elegant portfolio of bespoke wines, crafted with passion and integrity. Launched in 2020 in Ireland on Kylie’s birthday, May 28, the rosé quickly become one of the most successful launches in its category ever. This signature range comprises of three wines from France: a delicate and pale dry rosé made from Cabernet and Carignan grapes, a light and zesty Sauvignon Blanc from Gascony and a smooth and juicy Merlot from the Pays d’Oc. Kylie has an amazing Côtes de Provence Rosé, a blend of Grenache, Cinsault and Rolle, and the latest addition, the Kylie Minogue Sparkling Prosecco Rosé is an elegant sparkling Prosecco Rosé with notes of fresh strawberries, raspberries and blossom, which is vegan friendly. The Sparkling Prosecco Rosé comes from the prestigious Zonin estate, a family-owned winery spanning seven generations who are the pioneers of premium D.O.C. Prosecco and who celebrate in their 200th anniversary this year. This summer will also seee the Kylie Minogue Vino Frizzante Rosé available in Ireland. Kylie Minogue Wines are distributed by Barry & Fitzwilliam.

New Kylie Minogue Sparkling Prosecco Rosé is an elegant sparkling Prosecco Rosé, which comes from the prestigious Zonin estate, a family-owned winery spanning seven generations. The McKenna Collection is made exclusively for the Irish market by Undurraga, one of Chile’s top producers, and includes two very well made, good quality varietal wines.

Chile’s top producers. It was created as a tribute to this intrepid Irishman and the range includes two very well made, good quality varietal wines. The 2019 McKenna Reserva Sauvignon Blanc delivers ripe citrus aromas and a crisp finish with lots of lemon fruit flavours. The 2018 McKenna Reserva Cabernet Sauvignon, has jammy fruit with notes of vanilla, chocolate, tobacco and soft approachable tannin. The McKenna range is on offer this summer with an RRP of €10. With the demand for Rosé at an all-time high, look out for Comans’ new rosé from Boutinot, 2019 Le Cerisiers Cotes Du Rhone Rosé (RRP €15). Made from fruit sourced from vineyards near Tavel and also further north around Valréas, this wine is made from Grenache and Cinsault and the fermentation is started using wild yeast. With tons of raspberry fruit and a lovely balanced acidity, this is a wine guaranteed to be in great demand this summer. Comans are also highlighting their Australian Barramundi range, made from fruit sourced in the Murray Darling Region of Victoria. First launched globally to great acclaim in 1990, the varietal range includes Pinot Noir, Chardonnay, Shiraz, Petit Verdot/ Shiraz, and Chardonnay/Viognier; all available here and priced very competitively with an RRP of €10. Finally, with wine from Argentina very much in vogue, particularly as we come into barbeque season, look out for Comans premium offering from Trapiche. Trapiche winery was voted New World Winery of the Year at the 2019 Wine Enthusiast Wine Star awards. Look out for the Trapiche Reserva range this summer with an RRP of €13-15.

Findlater & Co.

Champagne Ayala recently held an online tasting presented by its Chef de Cave, Caroline Latrive. One of the few female Chef de Caves in Champagne, Caroline was born there and is the daughter of a wine maker. She told us there are only five women currently working as a Chef de Cave in the larger Champagne houses. Caroline completed her internship at Champagne Pommery and worked for Bollinger as a consultant before joining Ayala in 2007 after Bollinger bought it in 2005. The focus at Ayala is on Chardonnay; there is never less than 40% of it in the blend and the fresh elegant wines they make at Ayala are the result of low dosage. No more than seven grams of sugar are used to keep the wines bone dry. The range includes the Ayala Brut Majeur NV, made from 55% Chardonnay, 35% Pinot Noir and 20% Meunier. It is quite brioche on the nose but is a very elegant champagne with good balance. It spent 15 months on its lees which is what gives that complexity. 2006 Perle d’Ayala Rosé is made from 52% Chardonnay, is bone dry and made using the Saignée method; they add 5% Pinot Noir. This is a perfect Rosé Champagne for summer drinking, elegant with notes of rhubarb. The 2006 Ayala Brut Majur Vintage is a prestige cuvee made from fruit only grown in Grand Cru vineyards. It is 80% Chardonnay and 20% Pinot Noir. With only six grams of residual sugar used in the dosage, this is bone dry but very big Champagne. With fine bubbles, this is so elegant and delicate, but with layers of complexity.

Irish Distillers Pernod Ricard

Campo Viejo Tempranillo is crafted from 100% premium Tempranillo and a passionate winemaking philosophy. The result is a fresh and lively fruit expression of the variety, that is undeniably Campo Viejo. A bold and fresh wine that showcases the vibrancy of Campo Viejo and its home, Rioja. On the nose, this wine is rich in aromas and pronounced in intensity. One is struck by the ripe red fruit, followed by wood nuances with gently sweet notes of vanilla to finish with other sweet spices. On the palate, it is perfumed, soft and fresh, with a long finish that leaves memories of red fruit, vanilla and cocoa. For more information visit www.campoviejo.com.

Edward Dillon & Co

This summer, why not celebrate Ireland’s favourite grape by stocking the iconic 2020 Cloudy Bay Sauvignon Blanc. The growing season of 2019/2020 was good and the fruit that came into the winery was as close to perfect as could be imagined. Speaking about the wine, Jim White, Cloudy Bay’s Technical Director said, “The 2020 vintage release is everything a Cloudy Bay Sauvignon should be, concentrated and vibrant, with beautiful citrus and stone fruit

character, but also that certain subtlety and poise that has built its worldwide reputation” The wine is now available from Edward Dillon with an RRP of €35.60. If the Cloudy Bay Sauvignon Blanc put Marlborough on the map, let me assure you their Chardonnay is equally good. New Zealand

Chardonnay is very under-rated but once tried, impossible to forget. The 2019 Cloudy Bay Chardonnay has gorgeous flavours of apple and pear, balanced by gentle vanilla spice, hazelnut and a subtle saline note (RRP €42.70). Sacha Lichine of Château d’Esclans is the man responsible for global pink wine revolution with his Whispering Angel wine. The wine is a blend of 77% Grenache, 13% Rolle (Vermentino), 4% Cinsault, 3% Syrah and 3% Tibouren. The key to its success lies in the fact that there are less than four grams of sugar, with sugar levels of 0.54, which is about as dry as a rosé is going to get. A modern marketing phenomenon, its success was achieved by high visibility

Champagne Ayala Brut Majeur NV is a very elegant champagne with good balance.

Campo Viejo Tempranillo is a fresh and lively wine, that showcases the vibrancy of its home, Rioja. The iconic Cloudy Bay Sauvignon Blanc 2020: “everything a Cloudy Bay Sauvignon should be”.

Whispering Angel, from Edward Dillon & Co., is growing from strength to strength.

Rock Angel gives rosé lovers a bigger and richer wine that is fabulous as an aperitif or paired with a broad range of fine cuisine.

at events where celebrities such as Victoria Beckham, Reese Witherspoon, Lady Gaga and Heidi Klum were pictured with glass in hand. The upward trajectory that is Whispering Angel isn’t going to slow down any time soon. This summer Edward Dillon has available the 2020 Whispering Angel Rosé with an RRP of €25. Château d’Esclans famous offspring also includes Rock Angel, which is partially barrel fermented in large oak barrels and also made from Grenache, Cinsault and Rolle (Vermentino). This rosé bears a more complex and structured taste profile than Whispering Angel, giving rosé lovers a bigger and richer wine that is fabulous as an aperitif or paired with a broad range of fine cuisine.

H2G Wines

H2G Wines focus on importing from family run wineries and their range includes wines from Austria, France, Germany, Greece, Portugal and Spain. Very much on trend at the moment are lighter red wines from Austria. H2G have Erwin Tinhof’s red wines from Burgenland, produced in the Leithaberg DAC. The 2017 Tinhof Blaufränkisch (RRP €23.50) is a powerful wine with great depth and structure and a lovely balancing acidity with a surprisingly spiciness, backed by black cherry fruit. Look out too for the 2017 Tinhof Sankt Laurent (€23.50). Made from 100% Saint Laurent, this is a delicious mix of red fruit and savoury aromas. Both are organic and vegan with an ABV of 12%.

Solera Wine Merchants

With Champagne sales performing well during lockdown, this summer may well see a greater demand for premium Champagne. Solera Wine Merchants have just been appointed Irish distributor for Champagne Jacquart. This young Champagne House has a modern outlook and an emphasis on Chardonnay in their blends; they are also known for the extended ageing of their Champagne. This premium Champagne house originally founded in 1964 is best known for its Mosaïque range.

Classic Drinks

Nothing says summer like Pinot Grigio and Classic Drinks have an organic wine from Sicily on offer this summer. The 2019 Tavern Ello Grecanico Pinot Grigio IGT is currently available with an RRP of €13-14. Made by one of Italy’s largest co-operative wineries they also have an organic red in the range at the same price point, made from Syrah.

Cold comforts

Off-trade beer and cider sales are expected to soar this summer as temperatures rise and restrictions loosen.

THE Covid-19 pandemic and the closure of the on-trade for much of 2020-21 has had a huge impact on the volume and value of beer and cider sales, but the off-trade has benefitted and continues to do so, and the summer ahead is expected to be no different, as consumers treat themselves to their favourite tipples for drinking at-home, at barbecues and other outdoor settings, once regulations allow. The growth in craft beer sales in recent years has been well documented, as Irish consumers continue to embrace new tastes and flavours, and this trend shows no signs of abating any time soon. Cider sales, meanwhile, traditionally peak during the summer period, with consumers all over the country reaching for a cold glass of apple-fuelled refreshment. With restrictions starting to ease, consumers right across the country are looking forward to socialising safely again, with off-trade sales of beers and ciders expected to surge as temperatures rise.

Eight Degrees Brewing

Award-winning Irish microbrewery Eight Degrees Brewing was established at the foot of the majestic Galtee mountains by Kiwi Scott and Aussie Cam in 2011. Renowned for innovation and experimentation, the crew at Eight Degrees are passionate about producing exciting and adventurous beers using only natural ingredients. Launching with Howling Gale Irish Pale Ale in April 2011, they have now brewed more than 85 naturally adventurous original beers. The team take inspiration from beer styles around the world, bringing it all back home by using locally grown and malted barley and the finest water from the

Citra Single Hop IPA has proved a real winner for the team at Eight Degrees Brewing.

Galtees to put their own slant on hoppy IPAs and traditional red ales, pilsner lagers and Irish stouts. Some of their best known beers include the much loved Howling Gale Irish Pale Ale, Sunburnt Irish Red Ale, Bohemian Pilsner Lager, Citra Single Hop IPA and Knockmealdown Irish Stout.

BrewDog

Lost Lager is here. This planet-first German-style Pilsner is a 4.5% lager and one hell of a beer if you make it right. Lost Lager, distributed by Barry & Fitzwilliam, takes back the ground lost over decades by lager monoliths. This is a dryhopped Pilsner made with classic German Saphir hops, giving vibrant citrus and stone fruit notes. Built from Bavarian yeast, it has a crisp clean taste. This is lager like it was, like it should be, like it will be. This new beer is a carbon negative lager and, in keeping with BrewDog’s pledge to become a carbon negative company, the brand will plant a tree in their forest for every four pack claimed. As part of their ‘Buy one, get one tree’ initiative, The brand has launched a 12,000+ hectare ‘Lost Forest’ where the trees will be planted. Lost Lager is brewed using surplus bread provided by local businesses, wind power from BrewDog turbines, and the new streamlined process used in the brewing process uses a third less water. Lost is lager the BrewDog way - craft premium quality that is fuelling an environmental solution. It’s a mind-blowingly delicious lager like it should be, with an extra dose of feel good for the planet.

Paulaner

Paulaner is the icon of Weissbier, the number one Weissbier in Germany and one of the world’s favourites. It’s naturally cloudy and shining silkygold in the glass under a really strong head of foam, and beer connoisseurs around the world appreciate the fine note of yeast and the mild but sparkling mix of aromas. Paulaner Weissbier 0,0% is strictly nonalcoholic, but has a great flavour! Thanks to its balanced combination of

Sunburnt Irish Red Ale, one of the top performers in the Eight Degrees Brewing portfolio. Lost Lager is is a dryhopped Pilsner made with classic German Saphir hops, giving vibrant citrus and stone fruit notes, and is a carbon negative lager.

Paulaner Weissbier and Paulaner Weissbier 0,0%: the Munich beers are massively popular with Irish beer drinkers.

fine malt aromas, refreshingly fruity Weissbier flavours and a pleasing hint of sweetness, this non-alcoholic Weissbier 0,0% can be enjoyed on any occasion. This isotonic thirst-quencher is brewed using the traditional Paulaner Weissbier technique and the alcohol is carefully removed after a thorough maturing process. A complex procedure removes all the alcohol from the beer, without losing any of its refreshing flavour! All these efforts pay off, as you can taste with every drop! The popularity of Paulaner beer has always extended beyond the city limits of Munich. The special enjoyment of beer, the highly skilled brew-masters and the famous Bavarian way of life are just a few factors contributing to Paulaner’s success, both locally and internationally. More than two million hectolitres leave the brewery each year, travelling from Munich Langwied to over 70 countries. “Good, better, Paulaner” is the wellknown slogan of Paulaner Brewery. The name Paulaner has stood for the highest quality and Munich beer culture since 1634. Paulaner beers are distributed by Barry & Fitzwilliam.

Birra Moretti

Founded in the Italian city of Udine in 1859, Birra Moretti has long prided itself on giving beer lovers an authentic taste

Birra Moretti is giving Irish shoppers a chance to win one of the most sought after and on-trend items, an Ooni pizza oven. This summer, Orchard Thieves is inviting consumers across touchpoints to head to ScanTheFox.com and scan any Orchard Thieves fox to win exclusive prizes.

of Italy. Now the brand is going a step further with a summer promotion giving shoppers a chance to win one of the most sought after and on-trend items, an Ooni pizza oven.

The pizza oven promotion coincides with Birra Moretti’s new global campaign that celebrates the simple pleasures at the heart of Italian life. The new campaign playfully showcases Italians’ love of the small but important things in life, from family and friends to great food and, of course, great beer. Part of the Heineken Ireland portfolio, Birra Moretti’s mission has always been to get people to enjoy life’s simple pleasures and the promotion will be sure to help make Irish consumers feel part of the authentic stories of Italy, and inspire them to stop and embrace the Italian way of life. After a testing year, life’s simple pleasures have become more important than ever. Being able to get around the table with friends and family over great food and drinks is something all Irish consumers are looking forward to. This promotion is sure to give people some enjoyment over the summer months and inspiration that good moments are ahead.

Orchard Thieves

The Orchard Thieves fox came out of his den, just in time for summer. To complement the roll-out of fresh new packaging in-store, this summer Orchard Thieves is bringing a unique AR experience to Irish consumers through its ‘Scan the Fox’ platform. The Orchard Thieves brand will be inviting consumers across touchpoints to head to ScanTheFox.com and scan any Orchard Thieves fox to win exclusive prizes. And when they say any fox, they mean it. This innovative platform takes the QR code to the next level. Consumers simply head to ScanTheFox. com and use their phone camera to scan the iconic Orchard Thieves fox on cans, bottles, glasses, packaging, beer mats and merch to unlock prizes. And to keep things interesting, there’ll be new prizes up for grabs each month, including tickets to Ireland’s hottest festivals and exclusive Orchard Thieves summer merch kits. And for consumers who don’t luck out on a prize? They’ll automatically be entered into a draw to become the CEO (Chief Entertainment Officer) of Coppers for an unforgettable night with their mates when it’s safe to do so. “At Orchard Thieves Cider, we are consistently looking for ways to spark fun with our consumers,” revealed Paula Conlon, Heineken Ireland’s Cider Marketing Manager. “Our iconic fox logo is now more interesting than ever, as we have made him interactive. We have lots of amazing prizes including tickets to festivals, money-can’t-buy experiences and slick merch. We’re so excited to launch this to Irish consumers ahead of summer, who we hope will be keeping a close eye out for our fox!”

Summer Drinks – Energy Drinks

The energy to succeed

New product launches ensure that consumer interest in energy drinks remains high.

NPD is key to creating interest across a wealth of FMCG categories, including energy drinks. Recent years have seen the leading manufacturers in the category introducing lower sugar variants of their most popular brands, but the news doesn’t stop there, with new flavours and innovations fuelling consumer interest and retail sales.

Red Bull

Cactus Fruit is set to become the unexpected taste of 2021 as Red Bull unveils its highly anticipated limited edition summer flavour, Red Bull Summer Edition Cactus Fruit. Inspired by the exotic looking Cactus Fruit, the latest taste sensation joins a line up of legendary summer flavours including Watermelon, Coconut Berry and Tropical. Red Bull Summer Edition Cactus Fruit delivers all the functional benefits of Red Bull Energy Drink, along with an invigorating burst of berry that blooms into exotic fruit and violet flower. Available for a limited time from May 2021 in 250ml cans, the matte-green packaging will stand out amongst the rainbow of editions in the Red Bull product line. Visit RedBull.ie to learn more. Red Bull Energy Drink is available in over 170 countries worldwide and more than 6.7 billion cans of Red Bull were consumed last year. A 250ml can of Red Bull Energy Drink contains 80mg of caffeine, about the same than in a home brewed cup of coffee.

Lucozade Revive

Lucozade Revive is a gently sparkling drink that comes in two flavours; Lemon & Lime and Orange & Passionfruit. It is made with natural fruit flavours, and includes vitamins B3, B5, B6 & B12 to help reduce tiredness.

Lucozade Revive launched earlier this year with a campaign aimed at the country’s growing population of home workers. A number of personalities joined Lucozade Revive’s campaign, including Caroline Foran and Jo Linehan from Gaff Interiors, who shared their wealth of knowledge on how to improve people’s working from home game. Lifestyle blogger Louise Cooney brought her fast tips for the perfect home working set-up, and comedian Shane Dan Byrne shared how he stays productive in the home office, while Shannon from Shannon’s Hair Beauty Brows Nails and Dog Grooming on the Lower Kimmage Road shared her tips both as a mother and entrepreneur.

New Red Bull Summer Edition Cactus Fruit, the highly anticipated limited edition summer flavour from Red Bull.

No hard sell

The hard seltzer phenomenon continues to take the alcoholic drinks market by storm and this summer looks to be the biggest yet for this new drinks category.

WHAT is a hard seltzer and why is it suddenly the drinks category on everybody’s lips? Well, a hard seltzer is basically a ready-to-drink seltzer (carbonated water), with alcohol, and usually with some kind of fruit flavouring and it is enjoying growth that can only be described as meteoric over the last year or so. In fact, in the USA, sales of hard seltzer have outstripped vodka in volume terms, particularly with millennials, although the category is proving popular across genders and age profiles, which makes it really one to watch. The last year has seen a host of hard seltzer brands launch in Ireland, and this summer should see the category really take off, as consumers here embrace the sparkling sensation.

Three Fold Hard Seltzer

Molson Coors Beverage Company is introducing a new hard seltzer to Ireland, as the market for the beverage that has taken the United States by storm continues to grow abroad. Hitting shelves in May, Three Fold Hard Seltzer is light in flavour, bringing together three simple ingredients, Sparkling Spring Water, Natural Alcohol and a touch of Real Fruit. It comes in three fruity varieties: Red Berries, Tropical and Citrus. Each 330ml can contains 4% alcohol by volume and 93 calories. The beverages are naturally vegan and gluten-free. Three Fold comes in single can 330ml format, as well as a variety six-pack. “Three Fold has been especially crafted for the legalage Generation Z audience, with flavour combinations that we know consumers will love,” says Jim Shearer, Category, Insight and Innovation Director for Molson Coors Europe. “Creating a hard seltzer of our own with mainstream appeal felt like a natural next step, given the momentum in this space and the inroads we have already made this year into the ready-to-drink category.” Hard seltzer has proven to be a phenomenon in the United States, with continued triple-digit growth upending the beer industry in a few short years. The Irish market, although in its infancy is already showing signs of strong growth in this area and that trend looks to continue this year. Three Fold will launch in May and will be readily available in off-licences and retail stores across the summer months.

Pure Piraña

Pure Piraña, Heineken’s global hard seltzer brand, is getting ready to expand into Europe. Following the launch in Mexico and New Zealand last year, Pure Piraña is poised to dive into the European summer to meet consumer demand across the region, launching in Ireland, the UK, Austria, the Netherlands, Portugal and Spain. Pure Piraña is alcohol re-imagined. ‘Pure’ stands for the beautiful simplicity of hard seltzer, crafted with carbonated purified water and a dash of natural flavourings, together with 4.5% alcohol. Just like its namesake, Pure Piraña is a social animal with a zest for life, which makes it perfect for a modern generation of consumers who swim against the current in their endeavour for change.

Three Fold Hard Seltzer is light in flavour, bringing together three simple ingredients, Sparkling Spring Water, Natural Alcohol and a touch of Real Fruit, in three fruity varieties: Red Berries, Tropical and Citrus. Pure Piraña comes in three refreshing flavours, Lemon Lime, Red Berries and Grapefruit, in a sleek 33cl can, with a disruptive and impactful TTL marketing plan to support the launch.

“Following the launch of Pure Piraña in New Zealand and Mexico with promising results last year, we are excited to be introducing the brand to Ireland,” said Ruth Hankin, Category & Shopper Marketing Controller at Heineken Ireland. “Pure Piraña is a refreshing and tasteful sparkling water with alcohol, at only 92 calories. I’m proud that we are now sharing this taste experience and the fun of Pure Piraña to Irish consumers. We have a disruptive and impactful TTL marketing plan to support the launch.” The fruity-but-not-sweet alcoholic alternative will be available in three refreshing flavours, Lemon Lime, Red Berries and Grapefruit, in a sleek 33cl can. Pure Piraña is aimed at Millennial and Gen Z consumers who are increasingly conscious of their consumption habits and lifestyle choices.

White Claw Hard Seltzer

Mark Anthony Brands International has unveiled a heavyweight campaign for its White Claw Hard Seltzer, developed in Ireland and distributed here by Barry & Fitzwilliam. Let’s White Claw launched on April 1, 2021, in the US, with further rollouts across the year to its growing number of global markets. Let’s White Claw champions creators across the globe to create shareable content, capturing unscripted, in-the-moment occasions, to be flighted in a multi-channel, multi-platform global campaign.

White Claw’s ambitious global expansion plan is underpinned by a leading 60% market share in the US and achieving the category leadership position in Canada, Ireland, Belgium, The Netherlands and the UK, following its launch in 2020. In Australia the brand sold one million cans in its first week of launch. White Claw Hard Seltzer is made with sparkling water, triple distilled spirit and a hint of natural fruit flavour to deliver a wave of pure refreshment across three refreshing flavours: Raspberry, Black Cherry and Natural Lime. White Claw Hard Seltzer flavours are available in 330ml sleek cans with an RRP of €3.50. White Claw has become a cultural phenomenon, with passionate consumers in their millions championing the brand online. Through their social feeds, home-made merchandise, videos, hashtags and memes, fans have generated over four billion impressions, which served as inspiration for the Let’s White Claw campaign. “Let’s White Claw is the first in a series of milestones for White Claw,” said, Davin Nugent, CEO of Mark Anthony Brands International. “Since its launch in 2016, White Claw has been embraced by our consumers at a level we never imagined. This campaign is designed for them. White Claw fans are some of the most engaged of any brand in the world, creating an entire sub-culture around the product. Having seen the phenomenal engagement globally with the White Claw brand, we’re excited to not only launch our campaign in new markets, but also our brand and our products, in what is set to be our biggest year yet.” Each 330ml can contains 95 calories, 4.5% ABV and 2g carbs. For more information, visit www.whiteclaw.com.

Seven Summits

Bulmers Ireland recently launched Seven Summits, which they described as Ireland’s first premium, naturally produced hard seltzer. Initially available in three flavours, Seven Summits is naturally brewed, providing a unique difference to other hard seltzers available today. Produced in association with the Whitewater Brewing Company, one of Ireland’s leading craft breweries, Seven Summits draws it inspiration and its pure water, from the breath-taking seven summits of the Mourne Mountains. Seven Summits is naturally brewed, not blended like many hard seltzers. Seven Summits is produced in small batches using hand crafted alcohol with natural flavourings and sparkle added through a natural brewing process. Seven Summits was introduced in three flavours: Wild Berry, Lemon and Mango, and the launch is being supported by a significant marketing campaign. Seven Summits is 4.5% ABV. It is created using natural flavours, is low carb and low calorie, gluten free and vegan friendly. “The low carb alcohol segment is evolving fast and it’s exciting for Bulmers Ireland to now have a premium offering within this space,” said Karl Donnelly, Marketing Director, Bulmers Ireland, at the launch. “Seven Summits is a naturally crafted hard seltzer, offering a distinct and refreshing taste. We are excited to launch a product in the fastest growing beverage category globally and one we believe will capture the imagination of Irish consumers in 2021.”

White Claw Hard Seltzer is being supported with a heavyweight campaign, Let’s White Claw, inspired by the brand’s phenomenal engagement with its passionate consumers.

Summer Drinks – Spirits A cocktail of options

Irish consumers have embraced the home cocktail revolution, as they seek to recreate the pub experience at home.

LIKE other sectors of the Irish drinks trade, the spirits category suffered in 2020 as the on-trade remained closed for much of the year. Also in common with other categories, however, consumers moved to the off-trade for their spirits shopping, as they embraced making their favourite long drinks and cocktails at home. According to Richard Molloy, MD of Molloys Liquor Stores, winners of the NOffLA Off-Licence of the Year 2021 Award for their Francis Street store, this is a trend that was happening pre-Covid but was accelerated by the pandemic and the subsequent lockdown, as more consumers than ever sought to recreate the pub experience, stocking up on premium spirits and the associated mixers and mixing paraphernalia to make cocktails in the comfort of their homes. The growth of Irish whiskey and gin was the big story pre-Covid and these continue to prove popular in the offtrade, as consumers embrace these exciting brands, many of them from new indigenous distilleries. A new report from Drinks Ireland - Spirits, meanwhile, found that Irish spirits producers lead the way in the EU in providing consumers with energy information on labels, according to the first implementation progress report for the industry wide Memorandum of Understanding (MoU). The MoU commits European spirits companies to print energy information on the labels of products and provide online ingredients listings, including raw materials used. It stated that one quarter of spirits bottles sold must display energy information by the end of 2020, rising to half by the end of 2021 and two thirds by the end of 2022. Ireland is the country with the highest level of energy on-pack labels, significantly exceeding the 25% threshold, reaching up to 38% coverage. Vincent McGovern, Head of Drinks Ireland - Spirits, said: “Ireland’s spirits industry is committed to providing consumers with clear and concise information, so they can make informed decisions about their purchases. It’s fantastic to see that the industry here has gone above and beyond the commitments set out in this voluntary MoU and are committed to the continued speedy rollout in the coming years. The MoU, which is recognised by the European Commission, will ensure consumers across the EU are provided with information in an effective and harmonised manner, helping governments and regulators meet their policy goals, and providing a long-term framework for labelling.”

Tia Maria

Tia Maria, distributed by Barry & Fitzwilliam, is the world’s most authentic coffee liqueur, and emanates a strong aroma of coffee on the nose and expands with light notes of chocolate and pipe tobacco. Sweet and soft at first, Tia Maria evolves with harmony to cleanse the palate thanks to the fresh acidity found in 100% Arabica coffee beans. Deep flavours of coffee and chocolate come forward and are balanced by notes of cacao, dried fruit, and vanilla. Tia Maria is 26.5% ABV. As we know, at home cocktails are at an all-time high, consumers are sticking to their favourites but also exploring new alternatives. The classic cocktails championed by Tia Maria are simple to make and made with ingredients commonly found at home. Examples include the Tia ‘Espresso Martini’, one of the top trending cocktails in the world, and the Tia ‘Flat White Russian’, one of the top five most searched cocktails online. See TiaMaria.com for more cocktail inspiration.

Jägermeister

Jägermeister, distributed by Barry & Fitzwilliam, is made with the highestgrade herbs, blossoms, roots and fruits from around the globe, when 56 herbs & spices are crafted into four distinct macerates and combined together. Jägermeister is working towards ensuring the perfect serve globally, which sits at a cool -18°C. The herbal liqueur can be enjoyed as an ice-cold shot or it can take your customers’ taste buds on an unforgettable journey by trying a Berlin Mule cocktail, a combination of Jägermeister, ginger beer, lime and cucumber over ice. Check out Jägermeister.com for more inspirational cocktail solutions. The Jägermeister Coolpack is an additional type of packaging for Jägermeister. As Jägermeister is best served ice-cold at -18°C, this innovative design acts like a freezer pack. The new packaging doesn’t change what’s inside:

Tia Maria: the world’s most authentic coffee liqueur and a key ingredient in the Espresso Martini cocktail.

Summer Drinks – Spirits

we still see Jägermeister as an ice-cold shot. This latest design innovation is stackable, compact, and portable. Never lose your cool, with Jägermeister Coolpack.

Disaronno

Distributed by Barry & Fitzwilliam, Disaronno is an Amaretto made in Saronno, Italy. The original ‘secret formula’ is unchanged since 1525. Disaronno is amber in colour with an infusion of apricot kernel oil with absolute alcohol, burnt sugar and the pure essence of 17 selected herbs and fruits. Disaronno is popularly served on the rocks and enjoys true style status as the world’s favourite Italian liqueur. With at home cocktail consumption having somewhat of a renaissance, Disaronno is a key ingredient in a number of creations, including the Disaronno Fizz, an impossibly fresh, zesty aperitif that marries the zing of lemon with the saccharine qualities of sweet almond; and the Disaronno Sour, in which the distinctive notes of Disaronno blend with the scent of freshly-squeezed Lemons.

The latest addition to the Disaronno Family is Disaronno Velvet. Disaronno Velvet is a refreshingly smooth texture, a cream liqueur best enjoyed over ice for a unique tasting experience. Velvet has a lower ABV than the classic Disaronno at 17%, making it an ideal drink to be enjoyed as a treat at home. For more cocktail ideas check out Disaronno.com.

Malfy

Nowhere encapsulates the spirit of Italy quite like the Amalfi Coast. In this stylish, sun-soaked enclave, life moves at a different pace… Inspired by this Amalfi lifestyle, Malfy Gin embodies its essence and invites you to live ‘la dolce vita’ as a true Italian. Distilled with some of the finest botanicals, including handpicked juniper, Italian lemons, pink grapefruits, oranges and blended with Italian water, Malfy is a truly unique gin, and is part of the Irish Distillers Pernod Ricard family. Malfy Gins are made at the Torino Distillati distillery in the Piedmont region of North West Italy and bottled at 41% ABV. The full range includes four variants: Malfy Gin con Limone, Malfy Gin Rosa, Malfy Gin con Arancia, and Malfy Gin Originale Check out www.MalfyGin.com for more information and some drinks inspiration.

Monkey 47

Hailing from Germany’s Black Forest, Monkey 47 is an exotic gin from Irish Distillers Pernod Ricard. The 47 refers to the number of botanicals used, which include such unlikely fruit ingredients as lingonberries, blackberries, and honey pomelo, and the fact it’s bottled at 47% ABV. These are combined with a host of recognisable gin botanicals such as chamomile, sage, angelica, coriander, and a whole array of others. Whether with tonic, as a sling, martini, or gimlet, the unique and complex taste of Monkey 47 is an ideal basis for both classic and more eccentric cocktails: www.monkey47.com.

Havana Club 7 Años

Also part of the Irish Distillers Pernod Ricard portfolio, Havana Club 7 Años was described as “the very essence of Cuban rum” by its creator, the late great Don José Navarro. Havana Club 7 Años perfectly demonstrates the versatility of high-quality Cuban rum, as well as the deep commitment and expertise of the rum masters to a complex ageing process. Crafted for sipping, to be enjoyed on the rocks and ideal for rich cocktails, Havana Club 7 Años is highly versatile. This dark rum, matured in ex-Bourbon barrels, showcases the rich natural flavours of Cuba. The liquid unveils the tastes of the Cuban terroir: aromatic tobacco, sweet tropical fruits, molasses, spices, and vanilla from the continuous ageing process, enhanced by the slow release of aromas. See www. havana-club.com for more information.

The Disaronno Fizz, an impossibly fresh, zesty aperitif that marries the zing of lemon with the saccharine qualities of sweet almond.

Distilled with some of the finest botanicals, including handpicked juniper, Italian lemons, pink grapefruits, oranges and blended with Italian water, Malfy is a truly unique gin. Monkey 47, an exotic gin from Germany’s Black Forest.

Havana Club 7 Años perfectly demonstrates the versatility of highquality Cuban rum.

Absolut Vodka

Absolut is the world’s leading premium and craft vodka, according to Irish Distillers Pernod Ricard. Every single drop comes from one source, Ahus in Southern Sweden. All products in the Absolut vodka family are made with 100% natural ingredients and contain no added sugar. Absolut Original is rich, full-bodied and complex, yet smooth and mellow. It has a distinct character of grain, followed by a hint of dried fruit. Absolut has pioneered the flavoured vodka category for decades and has the most diverse range of flavours on the

Absolut Original and Absolut Vanilia, two of the popular products in the Absolut vodka family.

Summer Drinks – Spirits

market. Absolut Vanilia is rich, robust, complex and has a distinct character of vanilla, notes of butterscotch and hints of dark chocolate.

Midleton Very Rare

May 30, 2021, sees the launch of Midleton Very Rare Silent Distillery Collection Chapter Two, the second release in Ireland’s oldest ever whiskey collection. Midleton Very Rare, renowned as the pinnacle of Irish Whiskey, is produced in Midleton Distillery, Co. Cork, and the Midleton Very Rare Silent Distillery Collection is a collection of six releases.

There will be one release annually from 2020 until 2025, ranging in age from 45 to 50 years old, all from the legendary Old Midleton Distillery which operated from 1825-1975. Chapter Two is an exceptional 46-year-old single pot still Irish whiskey distilled in 1973 in the signature style of Old Midleton and represents the next chapter in a period of reawakening from the silence of the fabled distillery. Created and matured under the guardianship of four celebrated Master Distillers, Midleton Very

Rare Silent Distillery

Collection Chapter Two is a true connoisseur’s dream, with just 70 bottles of this extraordinarily rare

Irish whiskey produced. Staying true to its proud Irish heritage and luxury craftsmanship,

Midleton Very Rare

Silent Distillery

Collection Chapter Two has been decanted into handblown and etched crystal decanter bottles, produced by

Ireland’s Waterford

Crystal, with each of the bottles individually numbered 1-70. The bottle comes displayed in a bespoke wooden cabinet handcrafted by Irish designer, John Galvin, using wood up to 200 years old from reclaimed oak whiskey vats in addition to ancient Elm and rare Japanese Tamo.

Jameson Crested

Jameson Crested Finished in Devil’s Ladder Belgian Tripel Barrels is the next step in an exciting collaboration between Irish Distillers and its Co. Cork neighbour, Eight Degrees. Making the most of their close relationship, in 2020 Eight Degrees finished their Belgian Tripel craft beer in Jameson sherry casks. Named Devil’s Ladder after the best-known hiking route up Ireland’s tallest peak, the beer truly takes taste to new heights. Always seeking an opportunity to innovate, Jameson returned the compliment by selecting a special whiskey to mature in the beer-soaked barrels. After

four months of maturation, the result is a stunning evolution of Jameson Crested, with abundant spices, floral hops and sweetness, while the oak and malt work in tandem to add a toasted cereal character. “It’s no secret that the flavours found in beer and whiskey complement each other,” explains Irish Distillers’ Blender Dave McCabe. “We are delighted that in recent years our relationship and indeed proximity to Eight Degrees Brewing here in Cork has created a canvas for collaboration and experimentation in this space, both as part of the Jameson Caskmates Series and beyond. “The Belgian Tripel beer finish brings a balanced contribution to Jameson Crested, accentuating elements such as sweetness in the form of vanilla and brown sugar, as well as a roasted malt character and elevated clove notes,” he added. A limited-edition release of fewer than 6,000 bottles, Jameson Crested Finished in Devil’s Ladder Belgian Tripel Barrels is priced at €50 (70cl).