Whitbread has fired another shot in the so-called “stout wars” by launching Murphy’s Irish Stout in a bottle.
Packaging design, including the bespoke bottle, is by designer Torben Dunn at Jones Knowles Ritchie. The group designed the bottle shape to be registerable and protectable, says a spokesman.
Whitbread hopes to gain an edge over Guinness by packaging Murphy’s as the first beer to use a Draughtflow “widget” in a bottle.
Whitbread brand manager Peter Jackson says: “The bottle design has scored highly in research groups and added significantly to the perceived value. “
The brewer is believed to be planning a similar launch in a bottle for bitter brand Boddingtons.
Jackson says only: “Whitbread has a full range of brands which could benefit from this type of technology.”