From NYC to Sydney Heineken launches search to find new pub owner for McLoughlin’s Bar in global campaign via Le Pub and Publicis Dublin
Leading global beer brand Heineken has launched a worldwide recruitment campaign to help independent Irish pub owner, Josie McLoughlin, find a new successor. The new ‘Pub Succession‘ campaign was created in partnership with Le Pub and Publicis Dublin.
Joseph ‘Josie’ McLoughlin owns McLoughlin’s Bar on the rural Achill Island. Situated at the edge of the world, the pub rests against the backdrop of the wild, beautiful landscape of West Ireland. A fourth generation McLoughlin, Josie was born upstairs in the pub, and when his parents passed, he took the reins and has been behind the bar for the past 43 years.
Like many families in Ireland, Josie’s kin now live all over the world and he has no-one to pass the pub on to. So now, at retirement age, he is looking for a namesake to take over the running of the pub and keep the family name above the door.
Josie, whose family has run McLoughlin’s for 155 years, explains, “I have no one to leave the pub to, and I’d resigned myself to looking for a buyer outside the family and seeing my name being lost to history. That would just break my heart. The name McLoughlin is woven into the very fabric of this pub. The past 50 years have been incredibly fulfilling for me and I’d love to see that story continue, finding a McLoughlin descendant to take it forward. If I could guarantee the McLoughlin name would still be above the door of the pub in another 155 years, I’d die a happy man.”
Heineken has stepped in to help Josie and his partner Jackie launch a worldwide search for a new custodian who’ll keep the McLoughlin tradition – and the heart of the pub – alive. Someone who can act as the next guardian of a rich tapestry of stories, pints and, of course, the craic.
It is using its global reach to launch a recruitment campaign, with towering billboards and eye-catching ads being erected in cities worldwide where large numbers of Irish people have emigrated, including New York, Boston, Sydney, Auckland, Buenos Aires and Phan Thiết (Vietnam). A widespread digital and PR campaign will leave no stone unturned in the search for a suitable McLoughlin.
Heineken will also be offering a succession package to “the new McLoughlin” to help them get their feet behind the bar, including mentorship, business support and initial investment guidance to ensure the pub remains a thriving part of the community.
Heineken has long believed the pub is the home of socialising, and nowhere is this truer than in Ireland. Whether it’s a big pub in the city, or a local that members of the community rely on for celebrations and get togethers, it’s the friendly spirit of these institutions that Heineken strives to protect.
With names such as O’Donoghue, Fitzpatrick and McLoughlin’s above the door, they’ve served as meeting places, socialising spots, storytelling hubs and cultural landmarks for centuries. Today they face the challenge of succession. Many publicans like Josie have dedicated their lives to their pubs, to find they have no-one to take over their legacy.
Heineken wants to ensure that pubs remain at the heart of social life in Ireland and beyond. The campaign is part of a wider pub support campaign ‘For the Love of Pubs’ which includes a suite of programmes which are dedicated to supporting and celebrating the pub trade.
Says Mark Noble, Marketing Manager at Heineken Ireland: “When we heard Josie’s story, we just knew we had to do something to help. Pubs in Ireland are more than just places to enjoy a drink; they are living pieces of history, places of laughter, song, and kinship. With many of these institutions facing uncertain futures, we want to rally the Irish diaspora, inspiring a new generation of pub owners to take on not just a business, but a cultural legacy. For those who have longed to reconnect with their Irish heritage, this is more than an investment; it’s a homecoming: the chance to own a piece of Ireland, to pour a pint for old friends and new, and to keep the spirit of the pub alive for generations to come.”
All it will take is finding just one of the 88 million people of Irish descent that want to reconnect with their roots by owning a pub that bears their namesake.
So, are you a McLoughlin?
Imagine walking into a pub with your family name above the door, a place where past generations have gathered, and future generations can continue to gather. At the edge of the emerald isle, where the Atlantic crashes, the fire crackles and the stories flow as freely as the pints, sits such a place.
Established in 1870, McLoughlin’s can be found in the heart of Achill Sound. Punters can expect a warm welcome, a fabulous beer garden for summer, a roaring fire in the winter and traditional live music played late into the night.
From its doorstep, there are views that stretch out across the sea and up towards Slievemore mountain – a stunning backdrop for incredible sunsets.
Beyond its stunning scenery – Golden Globe and BAFTA-winning film The Banshees of Inisherin was filmed here – Achill Island off the wild west coast of Ireland offers a vibrant community and the warmth of social connection.
If you’re a McLoughlin and you’re passionate about keeping the family name above the door for future generations, there’s a pub in Ireland with your name on it.
Visit www.pubsuccession.com to learn more and apply.
For Irish publicans looking for support and resources they can visit www.loveofpubs.com.
HEINEKEN GLOBAL
Head of Global Heineken® and Premium Brands: Nabil Nasser
Heineken® Global Brand Strategy and Communication Director: Daniela Iebba
Heineken® Brand Global PR Lead: Jonathan O’Lone
Heineken® Global Communication Manager: Guilherme De Marchi Retz
Heineken® Global Communication Manager: Nalini Bhagwandin
Heineken® Global Communication Manager: Alexander Drake
Heineken® Global Communication Expert: Alessandra Cavarra
Heineken® Global Digital Manager: Bob van Iersel
HEINEKEN IRELAND
Heineken® Ireland Marketing Director: Fiona Curtin
Heineken® Ireland Marketing Manager: Mark Noble
Heineken® Ireland Senior Brand Manager: Rachael Crawley
Heineken® Ireland Brand Manager: Colin Doyle
LEPUB MILAN
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Co-Chief Creative Officer: Mihnea Gheorghiu
Executive Creative Director: Eoin Sherry
Executive Creative Director: Gaston Soto
Associate Creative Director: Julien Lefevre
Associate Creative Director: David Campese
Head of Art: Andrea Ferlauto
Senior Designer: Fabio Iacomino
Art Director: Emanuela Gein Lombardi
Copywriter: Natasha Anatra
Global Head of PR & Communication: Isabella Cecconi
Senior PR Manager: Luca Orioli
Head of Strategy: James Moore
Global Client Service Director: Shirine Aoun
Client Service Director: Ilaria Castiglioni
Global Account Director: Gonzalo Gutierrez
Account Manager: Francesca Gatti
Executive Producer: Courtney Trent
Head of Digital Production: Vittorio Cafiero
Digital Producer and Project Manager: Kejsi Haxi
PUBLICIS DUBLIN
Board Creative Director: Ger Roe
Creative Director: Peter Dobbyn
Group Account Director: Ruth McCormack
Strategy Director: Adriano Eliezer
Account Director: Gemma Sherlock
Senior Agency Producer: Rachel Murray
Technical Lead: Cian McIntyre
IRELAND PR & ADVOCACY – THINKHOUSE
Founder and Head of Creative Innovation: Jane McDaid
Group Director, PR & Advocacy: Laura Wall
Senior Account Manager, PR & Advocacy: Lucy Carroll
GLOBAL PR & COORDINATION – THE ROMANS
Managing Director: Kate Brazier
Creative Director: Dan Roberts
Associate Director: Liam O’Brien
Senior Account Director: Sophie Lambert-Russell
Account Director: Normandie Tottman
Account Executives: Rebecca Kapoor, Abbie Goodman
US PR – M BOOTH
Senior Vice President, Client Lead: Sally Alfis
Vice President: Alex Williams
Account Supervisor: Theo Luterman
MEDIA AGENCY- DENTSU Red Star Ireland
Chief Operations Officer: Ian Mc Grath
Senior Account Manager: Aoife Higgins
MEDIA AGENCY – DENTSU Red Star U.S.
Client Lead: Corina Li
OOH Lead: Maisie Wong
Print Lead: Kathleen Brogan
MEDIA AGENCY – DENTSU IPROSPECT Australia
Client Director: Luke Amasi
Head of Client Partnerships: Jason Smith
Managing Director: Marcelle Hoyek
AUS PR – Maven PR
Founder / Director: Sophie Muir
Account Director: Georgie Smith
PRODUCTION
Director: Dermot Malone
Production Company: Banjoman
Head of Production : Matt D’Arcy
Producer : Keith Bradley
DOP: Luke Jacobs
POST-PRODUCTION
Editor: Rob Hergarty
Post Producer : Dafydd Upsdell
Colour Grading: Gabha
Colourist: Andrew Francis
Sound design & Mix: Folding Waves
MUSIC
Track 1
The Lights of Londonderry Loren Marie Premium Beat
Track 2
Track Name: ROVER’S REVENGE
Composer: Mark Revell
Label: AB-CD
Music Publisher: Cavendish Music
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