With stout attracting an amazing 31% more drinkers since 2023, Molson Coors is now aiming to claim its share of the category with the launch of Caffrey’s Black Stout.
Available from this month across the UK on-trade, the new stout is said to have been crafted to meet that growing consumer demand and provide ‘strong value for both drinkers and operators’.
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.”
According to Molson Coors’ own projections, the stout category will keep growing to take an overall 15% share of beer in the on-trade by 2030.
Since 2023, stout has seen particularly strong growth among 25-34-year-olds, up by 97%. Women are also increasingly choosing stout, with female drinkers up 48%, in comparison to the 26% increase in male drinkers.
Perhaps that is why Caffrey’s Black Stout has been launched at 3.4% ABV, some measure below the 4.2% category leader from St James Gate and its recent challenger, Heineken UK’s Murphy’s at 4.0%.
Molson Coors insisted that Caffrey’s Black Stout delivers ‘the core qualities’ drinkers expect of a stout, with a distinct, balanced flavour profile.
“Roasted malt and cocoa dominate, complemented by a gentle bitterness, caramel notes, and a hint of liquorice for complexity,” say the tasting notes. “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.”
The launch aims to capitalise on the heritage and name recognition of founder Thomas Caffrey, who established the beer brand in 1897 with a focus on stout and porter brewing. The Caffrey’s brand joined the Molson Coors Beverage Company portfolio in 2002.
Marketing controller for Caffrey’s, Nigel Maguire, 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 is being supported by promotional social media content to raise consumer awareness, with point-of-sale materials available to help operators encourage trial and create excitement for the new beer.
