Smithwicks ale which has been brewed for 300 years at St Francis Abbey Brewery in Kilkenny city, has consistently increased sales over the past 15 months despite the downturn in the economy.
Speaking at a party for staff and invited guests at the brewery last week, head brewer Ian Hamilton said, “although the Irish beer market has softened in recent times and Smithwicks is not immune, for the first time in several years, the sale of Smithwicks is growing.”
It is thought that the upturn in the sale of the red ale is down to a recent marketing campaign which including the rebranding of the product including the updating of bottles, cans, glass wear and taps.
Mr Hamilton told the crowd, “Smithwicks has grown in market share steadily in the past 15 months — no other beer has done this and this follows the commencement of our new advertising campaign.”
This is good news for the Diageo-owned company who had plans in the pipeline to close the plant and sell the greenfield site two years ago, relocating the brewing facility to Dublin. However, these plans were scuppered when it became apparent that the 12-acre site would not secure the price tag required by the company.
Instead the brewery has been concentrating on remarketing its products during the year of its 300th birthday.
The Saw Doctors played to a crowd of over 400 people on Thursday night last with revellers enjoying sumptuous food, drinks and entertainment.
Mr Hamilton reminded the crowd that guided tours of the brewery were also back and he asked people to inform family, friends and tourists of the amenity, which includes a brewery tour, beer tasting and an informative talk on the history of brewing at St Francis Abbey Brewery.
