Heineken’s New Documentary Has a Mission: Save the Local Pub

“Pubs have always been where real social connection happens, and that’s something we’ve championed at Heineken for generations,” Nabil Nasser, global head of Heineken, said in a statement. “‘The Pub That Refused To Die’ is a powerful reminder of what communities stand to lose when these spaces vanish and what becomes possible when people come together to protect them. 

Save our pubs

Heineken has a history of supporting pubs and bars. In 2024, LePub and Publicis Dublin teamed up with Heineken to transform historic Irish pubs into virtual “Pub Museums,” therefore enabling them to apply for government grants and tax exemptions typically allocated to cultural landmarks. 

Last year, Heineken ran an unconventional recruitment campaign to find an aspiring pub owner called McLoughlin, when Joseph “Josie” McLoughlin, the fourth-generation publican of McLoughlin’s Bar on Achill Island, stepped down after 43 years with no family to pass it on to. The campaign received over 2000 applicants, and two McLoughlin descendants were flown to Ireland to reconnect with their roots.  

Heineken also teamed up with LePub Milan, LePub Singapore, and Edelman to support bars worldwide in April 2025. “Starring Bars” transformed local bars into film sets for Heineken commercials and other productions, increasing visibility while providing financial support and renovations.