Dive Brief:
- Heineken is expanding its “For the Love of Pubs” platform with a new 10-minute documentary and Ireland-based campaign focused on the importance of pub culture in the country, according to information shared with Marketing Dive.
- At the heart of the effort is “The Pub That Refused To Die,” a short documentary about a local effort to save a closed pub in Kilteely, County Limerick. Heineken will take the documentary, directed by Gar O’Rourke, on tour across the country, showing it throughout March.
- Heineken’s involvement with the film aligns with the brand’s overall positioning, which heavily emphasizes social connection and living in the moment. Additionally, the documentary comes as brands look to own more intellectual property, such as films and TV shows.
Dive Insight:
Pubs have often been considered third places to residents of Ireland for over a thousand years. However, approximately 2,100 pubs closed in the country between 2005 and 2025, according to data cited in Heineken’s press materials. The brand is spotlighting how one community was able to save the last pub in the village as part of a broader marketing platform highlighting the importance of social connection.
“The Pub That Refused To Die” tells the story of 26 people who raised €300,000, approximately $351,000 as of March 2, to save their local establishment after previous publican, Noreen Ahern, was unable to keep the business running. With the help of Heineken, they are able to refurbish the bar, eventually opening under the name Street Bar. The film premiered at the Dublin International Film Festival on Feb. 28, 2026. Heineken representatives and the new pub owners will be traveling across Ireland hosting Q&As to help other communities save their local establishments. The documentary will provide a base for an online resource hub by the brand geared toward communities and other publicans.
Brands have had to get creative when it comes to winning over consumer attention in recent years. In an era of seemingly endless content, brands are looking for a way to stand out. The foray into original entertainment projects has been one way of cutting through the noise. Automotive brands have been one notable example of the strategy. For example, Acura produced a multiseason anime, “Type S: Chiaki’s Journey.” Toyota released its own anime, “Grip,” in 2025.
Human connection has been a central theme of Heineken’s marketing of late. The brand’s recent global platform, “Fans Have More Friends,” puts togetherness front and center by combining its Formula 1, soccer and music festival sponsorships in one campaign for the first time. Other efforts to support social connection include its 2024 app which turns any phone “boring” by shutting off access to most apps, forcing consumers to reduce screen time.
Heineken posted 2025 revenue totaling €28.89 billion, approximately $33.8 billion, according to a recent financial report by the company. This is a decrease from the €29.96 billion reported for the year prior.
