CAFFREY'S Irish Ale has more than doubled its sales in Ireland despite only sluggish growth in Britain, Tennents said yesterday. The company will this week introduce the beverage in South Africa, hosting a reception for the touring British and Irish Lions rugby team.

Consumption of the rust-coloured "settling" ale has increased in Ireland by 114 per cent since June 1996, according to the company. In Britain, facing tough competition from other brands, Caffrey's last month reported sales growth of only 3.8 per cent for the six months to April 12th.

Industry sources estimated this meant some 100,000 barrels or nine million pints a year, compared to 450,000 in Britain.

"Caffrey's is enjoying phenomenal growth in Ireland," said Mr Liam Meaney, the managing director of Tennents Ireland. "We believe that this is due to our innovative and heavyweight support behind the brand, both above and below the line.

Since its launch two years ago, the Belfast-brewed Caffrey's had continued to outsell its main rival, Kilkenny Irish Beer, by more than two-to-one, he added.

This week, Mr Meaney said, the company "will tackle the South African market where we will aggressively aim to convert South African beer drinkers to Caffrey's".

The South African market was at present 98 per cent dominated by domestic beers and had a dynamic pub culture, he said.

"However, unlike Ireland, draught beer accounts for a very small percentage of sales, with most beer being consumed from cans, Mr Meaney said.

"Caffrey's will be sold in 440 ml cans."