HARP® looks set to build on its position as Northern Ireland’s number one lager this summer with an impressive new look. The new look is part of the ongoing investment in Harp that has seen the brand strengthen its leading position in Northern Ireland with now 23% market share. A fact that bears testament to the great taste of Harp which remains constant.The Harp brand has invested significantly locally to generate this position seeing two years of ongoing growth[ii] in bars and off-licenses.The new look for Harp comes hot on the heels of the launch of Harp’s most refreshing tasting pint to date - Harp Ice Cold.  Harp Brand Manager Briege Clenaghan said:“Harp consistently tops blind taste tests with consumers - so we already knew it was a great lager, loved by people in Northern Ireland.  Our number one position reflects that.”“Consumer needs are constantly evolving and Harp prides itself in rising to the challenge of meeting them.  In particular we have noticed a marked change in consumer behaviour recently as ‘pre night out’ occasions have risen dramatically.  Two thirds of consumers now begin their night out in either their own home or in a friend’s home before they head out for a drink[iii].  A trend that will remain for the foreseeable future, it is important that we are providing a product that works equally well for our drinkers in both bars and in the home.”“In addition, the launch of Harp Ice Cold last year delivered the nation’s most refreshing tasting ice-cold lager to date. Now refreshingly chilled below zero, it has contributed to 22 months of consecutive share growth for Harp, underlining just how popular it is in Northern Ireland.”“We already knew we had the most popular and most refreshing tasting beer, the next stage was to update our look to reflect that.  The new livery represents a major step forward for the Harp brand, bringing to life it’s quality and heritage and delivering a look our consumers can feel as proud about as we do.”DRINK RESPONSIBLYVisit drinkaware.co.uk for the facts<AC Nielson MAT May Cider/Lager Category (CLNP) draught On-TradeAC Nielsen MAT April (On-trade), Internal Sales Data Fy10 July 2009-June 2010 (Off-Trade)Project Recessionista June 2010