Described as a “new stout crafted to meet growing consumer demand” the company said the 3.4% abv stout offers a “distinct and balanced flavour profile” at what it claims will be an accessible price.
The launch follows on from the news that Diageo is hiking the price of Guinness to the on-trade by at least 5.2%, a move which has caused dismay among operators.
Molson said the launch aims to build on the heritage of founder Thomas Caffrey, who established the brand in 1897 with a focus on stout and porter brewing, but is also set to tap into the growing demand that Guinness has generated in the category.
Caffrey’s is hoping to tap into the fact stout is proving increasingly popular, attracting 31% more drinkers sine 2023, with strong growth in particular among the 24 to 34 year-olds, who are up 97%, while female drinks are up 48% compared with male at 26%.
Rolling out across the on-trade this January, Molson said the new beer would offer operators the chance to give customers a high quality, distinctive option that’s “rooted in history and heritage” at an accessible price point.
Tasting notes describe roasted malt and cocoa dominating, complemented by a gentle bitterness, caramel notes, and a hint of liquorice for complexity. “The hop presence is understated, allowing the malt to shine. Nitrogen infusion creates a silky, velvety mouthfeel with a soft texture that coats the palate without heaviness, making it highly drinkable”.
Kev Fawell, UK Sales Director UK&I for Molson Coors, said: “Stout continues to attract a broader range of drinkers, moving beyond its traditional audience. That shift presents a clear opportunity for established brands such as Caffrey’s to play a role in the category’s next phase of growth.
“The introduction of Caffrey’s Black Stout to our leading portfolio, with a strong value proposition, represents our commitment to supporting our customers and the evolving tastes of their guests.”
Nigel Maguire, Marketing Controller for Caffrey’s, added: “Caffrey’s Black Stout has been crafted to deliver the balance and depth of flavour that stout drinkers value, blending traditional influences with a profile suited to modern drinking occasions.
“Its launch draws on Caffrey’s long-standing brewing heritage, reintroducing the brand to today’s market in a way that remains grounded in its history.”
The launch will be supported by promotional social media content to raise consumer awareness, with point-of-sale materials available to help operators encourage trial and generate excitement for the new beer.