Heineken Ireland Launches €10m Support Programme For Ireland's Pub Sector

By Dave Simpson
Heineken Ireland Launches €10m Support Programme For Ireland's Pub Sector

Heineken Ireland has launched a €10 million support programme for Ireland's pub sector.

The newly-launched programme, which is called 'Fresh Beginnings,' involves giving every Heineken Ireland employee a staff stimulus fund to spend in pubs and bars across Ireland to support footfall and cash flow for publicans when pubs and bars reopen next month, as well as a 'welcome back' fund for pub staff who are going the extra mile to welcome people back to pubs and bars.

Aim Of The Programme

The aim of the 'Fresh Beginnings' stimulus programme, which is the largest stimulus programme that Heineken has launched in its 165 year history, is to recognise the passion of people across the sector that will power the reopening of the hospitality sector.

Heineken Ireland stated, "It will support a safe reopening and fast recovery for pubs and bars through a range of bespoke measures and builds on the significant support Heineken has provided to its 7,000 hospitality customers since the start of the pandemic last year, now totalling €19 million."

Targeted Supports

The targeted supports in the new 'Fresh Beginnings' programme include:


  • a €275,000 Heineken staff stimulus spend and 'thank you' fund for bar staff across the country - to stimulate footfall and cash flow in pubs, Heineken Ireland is providing all of its employees with €250 to spend in venues all over Ireland, and Heineken sales representatives will also deploy a 'welcome back' fund of gift vouchers to bar staff;
  • a €3 million investment to support pubs that are enhancing their outdoor areas;
  • a €2.5 million high profile advertising campaign, the aim of which is to remind consumers how unique and enjoyable the pub experience is;
  • and keg replenishment to the value of €4.2 million for Heineken Ireland's publican customers to provide strategic financial relief to them.

Brewing And Supply Chain Rollout

Heineken Ireland is also deploying a brewing and supply chain rollout for the reopening of the hospitality sector, as part of which Heineken's brewery team in Cork city has ramped up production, brewing over 8.5 million pints in May and June, and production is currently running at 72,000 pints per hour.

Additionally, 60 trucks will leave Heineken's brewery each week to fulfil publicans' orders; the in-house Heineken quality team is refreshing dispensing lines in pubs all over Ireland, visiting 1,500 pubs per week, to ensure a top-quality fresh pints await customers in every local; and Heineken's trade team has been partnering with pubs to revamp and maximise outdoor spaces and beer gardens so that customers can drink safely.

Heineken Ireland Commercial Director Statement

Heineken Ireland commercial director Sharon Walsh stated, "People will be at the heart of this reopening, which we hope marks our last lockdown. Every Heineken Ireland employee stands in solidarity with our sector colleagues as we unveil our 'Fresh Beginnings' €10 million stimulus package, bringing our total investment to €19 million. We have never been more aware that behind every closed door over the past 400 days are people and families. That's why every member of our Heineken Ireland family is pulling together to be personally involved in contributing to a fresh beginning for the sector after a truly unprecedented 18 months.

"'Fresh Beginnings is designed to help stimulate an industry-wide recovery over the crucial weeks and months ahead by getting footfall through the door, cash flowing for publicans and having 8.5 million fresh pints at the ready for consumers to enjoy in revamped beer gardens and locals across the country. During the lockdowns, we have listened to our customers to pinpoint exactly where help was needed and to show up in the most supportive way we can. As consumers settle down to a fresh pint this June to reconnect and reminisce with friends, we hope that with each sip they toast to the hope of a brighter future."

First Deliveries Of Fresh Kegs

Heineken Ireland's 'Fresh Beginnings' programme was launched on the same day that the first deliveries of fresh kegs from the Heineken brewery in Cork were made to pubs across Ireland.


Irish rugby star Conor Murray lined out with the Heineken team for these deliveries.

Murray stated, "Some of the toughest matches I've ever played in have been in the Heineken Champions Cup, and there's no question the last 15 months have been hugely challenging for people across Ireland, and in particular publicans who have endured so much. Now is the time to toast a return to some better days and I’m certainly looking forward to a well-earned pint of Heineken on my break later this summer."

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