HEINEKEN® is launching a worldwide recruitment campaign to find a successor for Josie McLoughlin, owner of McLoughlin’s Bar on Achill Island, Co. Mayo. This initiative marks the Irish launch of ‘For the Love of Pubs,’ a transformative new programme over the next three years, designed to support, sustain, and celebrate Irish pubs.
McLoughlin’s Bar, a fourth-generation family pub established in 1870, faces an uncertain future as Josie McLoughlin, with no direct family to inherit the business, seeks a new custodian to continue its rich legacy. HEINEKEN® is stepping in to help Josie find a suitable namesake, launching a global search to keep the McLoughlin name above the door.
Josie McLoughlin 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.”
The global recruitment campaign will include billboards and digital advertising in cities with large Irish diasporas, from Times Square in New York to Sydney and Vietnam. HEINEKEN® will offer a comprehensive succession package to the chosen candidate, 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.
McLoughlin’s Bar, established in 1870 in the heart of Achill Island, is arguably one of the most beautiful pubs in the world. This campaign offers a unique opportunity to own a piece of Irish history. With stunning wild views of the Atlantic and Slievemore mountain, a warm community, and a thriving traditional music scene, Achill Island provides an idyllic setting for a new chapter in the McLoughlin’s Bar story. The Banshees of Inisherin was also filmed nearby.
The 'Pub Succession' campaign is the first initiative under HEINEKEN® Ireland’s ‘For the Love of Pubs’ programme. This significant investment reflects HEINEKEN’s belief in the vital role pubs play in Irish community life and its commitment to supporting their long-term sustainability.
Fiona Curtin, Marketing Director, HEINEKEN® Ireland, said: “For the Love of Pubs' is more than just an investment; it’s a statement of intent. We believe that Irish pubs need to continue to be the thriving, beating heart of Irish communities, and we’re working in partnership with publicans to find refreshing ways to do business. We want to give back to the places that have given so much to Ireland's social fabric."
The ‘For the Love of Pubs’ programme encompasses a range of initiatives designed to address the challenges facing the Irish hospitality industry:
Bespoke Publican Support: Tailored assistance for pub owners, offering enhanced staff training, consumer engagement tools, and business mentorship to improve operational efficiency and customer experience.
Cultural Advocacy: Elevating the conversation around the cultural significance of Irish pubs, ensuring they remain relevant and appealing to both traditional patrons and younger generations. This will include celebrating the unique history and heritage of Irish pubs.
Meaningful Marketing Campaigns: Innovative campaigns designed to drive footfall and enhance consumer engagement, such as the recent 'Pub Museums' initiative, which celebrated the historic value of iconic Irish pubs, and now the new ‘Pub Succession’ campaign
Speaking about the initiative, Pat Crotty, CEO of the Vintners’ Federation of Ireland (VFI) said: “Rising costs, changing consumer habits and industry pressures have presented great challenges for the pub trade. But our industry is resilient, strong and ambitious. HEINEKEN® Ireland has always shown commitment to meaningful, long-term support for the industry, and never fails to find new and innovative ways of doing things. For the Love of Pubs feels like the right programme at the right time, to support an industry for a thriving future.”
Jason Cox On Trade Commercial Director at HEINEKEN® Ireland, added, “Pubs in Ireland are more than just places to enjoy a drink; they are living pieces of history and at the heart of their local communities. 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."
If you’re a McLoughlin passionate about keeping the family name above the door for future generations, there’s a pub on Achill with your name on it.
Creative agencies: Le Pub and Publicis Dublin.
Publicity: THINKHOUSE and The Romans.
