Ahead of almost 3,500 pubs and bars re-opening around the country on Monday, Heineken Ireland is deploying its very own green army to support the re-opening of the hospitality sector with a comprehensive €10 million ‘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 cash flow 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 and aims to recognise the passion of people right across the sector that will power the much-anticipated hospitality re-opening after the longest lockdown in Europe.
It will support a safe re-opening and fast recovery for pubs and bars through a range of bespoke measures and builds on the significant support Heineken has provided to its 7,000 hospitality customers since the start of the pandemic last year, now totalling €19m.
Irish Rugby star Conor Murray was on hand to launch the scheme which will run over the period of time in which Heineken is one of the main sponsors of the Euro 2020 Championships taking place all over Europe and on TV screens in pubs across the country.
“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. 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.”
The targeted supports include a €275,000 staff stimulus spend and a ‘thank you’ fund for bar staff across the country providing every employee with €250 to spend in venues all over Ireland to treat fellow customers, friends or family to a round.
There will also be a ‘welcome back’ fund of gift vouchers to bar staff to acknowledge those going the extra mile to deliver a positive experience for returning consumers.
€3 million will be invested in pubs that are enhancing their outdoor areas and there will be a €2.5 million high profile advertising campaign also helping to support media.
Finally, Heineken Ireland will also provide strategic financial relief to its publican customers through keg replenishment to the value of €4.2m.
“People will be at the heart of this re-opening which we hope marks our last lockdown<' said Sharon Walsh, Commercial Director of Heineken Ireland. "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 €19m" "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.”
Heineken Ireland is among more than 250+ members of the Sport for Business network of sporting and business organisations working together across a number of key areas.
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