Heineken Launched a Global Campaign for McLoughlin’s Bar
Debra John — March 17, 2025 — Social Good
Heineken has unveiled a global recruitment initiative to support the search for a successor to McLoughlin’s Bar, an iconic family-run establishment in rural Achill Island, Ireland. After four generations of ownership, Joseph ‘Josie’ McLoughlin, now approaching retirement, faces the challenge of passing on the pub to a new owner. With his family spread across the globe, Josie is seeking a successor who can preserve the rich heritage of the pub, deeply rooted in the heart of the local community.
In response, Heineken has joined forces with Josie and his partner Jackie to launch a worldwide search for the next steward of McLoughlin’s Bar. The campaign features striking advertisements in cities with large Irish expatriate populations, including "New York, Sydney, Buenos Aires, and Phan Thiết (Vietnam)."
Heineken is also offering a succession package, including mentorship, business support, and initial investment, to ensure the pub remains a thriving, cherished establishment for future generations.
Image Credit: Heineken
In response, Heineken has joined forces with Josie and his partner Jackie to launch a worldwide search for the next steward of McLoughlin’s Bar. The campaign features striking advertisements in cities with large Irish expatriate populations, including "New York, Sydney, Buenos Aires, and Phan Thiết (Vietnam)."
Heineken is also offering a succession package, including mentorship, business support, and initial investment, to ensure the pub remains a thriving, cherished establishment for future generations.
Image Credit: Heineken
Trend Themes
1. Global Succession Campaigns - Major brands are leveraging their global reach to ensure the continuity of iconic local businesses through innovative succession planning.
2. Expatriate Targeted Marketing - Companies are crafting campaigns to reconnect expatriates with their cultural roots by encouraging investments in heritage businesses.
3. Corporate-local Partnerships - Global corporations are increasingly partnering with local businesses to preserve community staples and enhance their own brand image.
Industry Implications
1. Hospitality Industry - Global campaigns aimed at preserving traditional establishments are transforming succession planning in the hospitality sector.
2. Beer and Brewing Industry - Brewing companies are finding innovative ways to intertwine their brand with local heritage by supporting iconic, community-focused pubs.
3. Marketing and Advertising Industry - There is a growing trend of creating impactful, culturally resonant marketing campaigns that reach a global audience while focusing on local narratives.
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