Island's Edge gets the axe as 'no demand' for Heineken stout

Island's Edge, Heineken's answer to a less bitter stout aimed at 18-35 year olds, has been discontinued.

The stout, developed using tea and basil extract to reduce the bitter aftertaste, was launched in 2021 aiming to capture 10% of the stout market that is dominated by Guinness.

According to drink industry figures, most pubs in the Republic of Ireland had stopped ordering the stout, that came with the advertising slogan "It's better, not bitter", due to "little or no demand" for it.

Heineken have not commented on the subject but according to reports in The Irish Times recently, the drinks giant had indicated that Island's Edge had failed to gain traction despite its multimillion euro marketing campaign which was believed to be "in line" with the €20 million invested in the largely more successful launch of popular cider Orchard Thieves in 2015.