Ahead of almost 3,500 pubs and bars re-opening around the country on Monday 7th June, Heineken Ireland is deploying its own green army to support the re-opening of the hospitality sector with a €10m ‘Fresh Beginnings’ support programme.
This will see every Heineken Ireland employee receive a staff stimulus fund to spend in pubs and bars across the country supporting footfall and cashflow for publicans, and a ‘welcome back’ fund for hospitality staff going the extra mile to welcome consumers back to pubs and bars.
The stimulus programme is the largest in the brewer’s 165-year history. It will support a safe re-opening and fast recovery for pubs and bars through a range of bespoke measures and builds on the support Heineken has provided to its 7,000 hospitality customers since the start of the pandemic last year, now totalling €19m.
The targeted supports include a €275,000 staff stimulus spend and ‘thank you’ fund for bar staff across the country, in the form of providing every employee with €250 to spend in venues. Sales representatives will also deploy a ‘welcome back’ fund of gift vouchers to bar staff. There will be a €3m investment supporting pubs that are enhancing their outdoor areas, a €2.5m advertising campaign, and finally a €4.2m pot for financial relief to customers through keg replenishments.
Sharon Walsh, Commercial Director of Heineken Ireland, said: “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 8.5m 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 re-connect and reminisce with friends, we hope that with each sip they toast to the hope of a brighter future.”