As the hospitality sector gets ready to re-open later this month, Heineken Ireland is in the process of collecting 100,000 kegs of its product and has committed to 'shouldering the cost' of the unused stock it collects.
This is equivalent to a contribution of over ten million pints to pubs across Ireland.
'This contribution will ensure that all Heineken Ireland product in outlets around the country is at peak freshness and of the highest quality when the sector starts to re-open later this month,' the brewer said.
"This is a large investment for our business at a challenging time for us all but it will be worth it to ensure that everyone’s first pint back at their local is at the peak quality and freshness consumers expect from Heineken," said Sharon Walsh, commercial director at Heineken Ireland.
Since the onset of the coronavirus pandemic and the closure of pubs, hotels and restaurants, Heineken said that it has been providing support to closed on-trade outlets with measures ranging from credit freezing to training and advice on staff and customer engagement.
“The re-opening of the sector is just the start of the long road ahead to recovery," Walsh said.
"Brewers, bars, restaurants and hotels will face challenges for some time and we must all pull together to protect this vital sector as we all reawaken to a very different economic and consumer environment," she added.
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