Heineken Ireland Launches ‘Fresh Beginnings’ Support Programme For Hospitality Re-Opening

By Conor Farrelly
Heineken Ireland Launches ‘Fresh Beginnings’ Support Programme For Hospitality Re-Opening

Heineken Ireland is supporting the re-opening of the hospitality industry with the launch of its 'Fresh Beginnings' programme.

The programme will see the group's employees receive a staff stimulus fund to spend in pubs and bars across the country supporting footfall and cash flow for publicans and a ‘welcome back’ fund for hospitality staff going the extra mile to welcome consumers back to pubs and bars.

Fresh Beginnings

The Heineken Ireland ‘Fresh Beginnings’ €10m stimulus programme is the largest in the brewer’s 165-year history and aims to recognise the passion of those working in the sector.

The programme will support a safe re-opening and fast recovery for pubs and bars through a range of measures and builds on the significant support the brewer has provided to its 7,000 hospitality customers since the start of the pandemic last year, now totalling €19m.

Initiatives include giving each Heineken employee €250 to spend in venues, as well as sales reps deploying a ‘welcome back’ fund of gift vouchers to bar staff.


€3 million investment supporting pubs that are enhancing their outdoor areas to meet the restrictions for re-opening is also part of the programme, as is a keg relief scheme worth €4.2 million, to help publicans get back to business.

Sharon Walsh, commercial director, Heineken Ireland, said, “People will be at the heart of this re-opening which we hope marks our last lockdown.  Every Heineken Ireland employee stands in solidarity with our sector colleagues as we unveil our ‘Fresh Beginnings’ €10m 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, ” he added.

In order to match expected demand, production at the brewery in Cork is running at 72,000 pints per hour, with 60 trucks leaving the brewery each week now to fulfil publican orders.

Fresh Kegs 


Coinciding with the announcement, today also marks the much anticipated first deliveries of fresh kegs from the iconic Heineken brewery in the heart of Cork to pubs across Ireland.

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

"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," Murray said.

"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," he added.

© 2021 Checkout – your source for the latest Irish retail news. Article by Conor Farrelly. Click sign up to subscribe to Checkout.

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