The brand Heineken has launched a new campaign within the platform For the Love of Pubs, whose central element is a ten-minute documentary film telling the story of a community that decided to save its local pub and thereby preserve an important social gathering place.
The film titled “The Pub That Refused To Die” tells a true story from the village of Kilteely in County Limerick, Ireland, where 26 locals joined forces to save the last pub in the village. The documentary was directed by Irish filmmaker Gar O’Rourke, and premiered at the Dublin International Film Festival at the end of February.
When the long-time owner of the pub Aherns, Noreen Ahern, decided to close the venue after years of work and nearly 90 hours a week spent behind the bar, the village of just over 200 residents was left on the verge of losing its last social space. Instead of accepting the closure, a group of local residents from different professions decided to buy the pub and reopen it. They raised around 300,000 euros and renovated the space, which reopened after refurbishment under the new name Street Bar.
Heineken became involved in the project after the company’s local representative Shane Boland learned about the community initiative. The brewing company provided advisory support, staff training through the Heineken Ahhh-cademy programme, as well as assistance with equipment and business organisation to ensure the pub could operate sustainably in the long term.
The documentary is not only about one village. It opens a broader discussion about the disappearance of traditional pubs in Ireland and the United Kingdom. It is estimated that between 2005 and 2025 around 2,100 pubs were closed in Ireland, while the United Kingdom records almost one closure per day. Sociologists often describe pubs as key “third places” of social life, spaces outside the home and workplace where social ties and local communities are maintained.
To further expand the reach of the story, Heineken will organise a screening tour of the documentary across Ireland during March. After each screening, discussions are planned with the new owners of Street Bar and company representatives, with the aim of giving other communities practical advice on how to save local pubs.
Alongside the film, the brand is also launching an online platform with resources and guides for future pub owners and local initiatives that want to preserve their social centres. The campaign builds on the company’s long-term strategy emphasising the importance of social connection and authentic gathering places.
