Irish pubs are more than hubs to have a drink and catch up with friends; they are often seen as the heart of the community. Over time, pubs became part of Irish culture and identity, with many such establishments having their legacies preserved as they were taken over by new generations. But despite their cultural significance, some of these traditional pubs face the risk of closure, as many owners who consider retiring don’t have successors to pass the legacy on. In fact, 40% of rural pub owners think of retirement. 84% have no family to inherit the business.
Such is the case of Josie McLoughlin, whose 155-year-old pub on Achill Island is facing a succession crisis. Due to a 1872 law that required the family name to be displayed above the front door, the McLoughlin’s Bar has been proudly carrying the family’s name since it first opened its door. With no successor in sight, the pub might lose its identity.
“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 owner, who was born upstairs in the pub, said. Thankfully, Dutch beer brand Heineken has come up with a plan to help McLoughlin find a new owner.
Teaming up with LePub Milan and Publicis Dublin, the brewery kicked off the “Pub Succession” initiative, a global recruitment campaign that asks people to apply for a job as the new owner of the pub. Of course, some terms and conditions apply and the most important one is that the candidates have to share the same name as the current owner: McLoughlin.
“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,” explained Mark Noble, Marketing Manager at Heineken Ireland.
Developed by LePub and Publicis Dublin alongside agencies The Romans, Thinkhouse, and M Booth, the “Pub Succession” initiative is supported by billboards, ads, and a digital and PR campaign. It addresses the 88 million Irish descendants spread across the globe and was launched ahead of St Patrick’s Day. The new owner will receive mentorship, business support, and investment guidance from Heineken.
CREDITS
Brand: Heineken
Agency: LePub Milan // Publicis Dublin
