Pub Succession

With Pub Succession, Heineken sparked a movement to save family pubs, starting with McLoughlin’s Bar, located on an island off the west coast of Ireland. When the family could no longer continue the legacy, Heineken targeted the vast Irish diaspora in cities like New York, Sydney, and Buenos Aires, with a simple message from owner Josie McLoughlin: “I’m selling the most beautiful pub in Ireland, but only if you’re a McLoughlin.” This unique call-to-action inspired thousands to apply. More than a recruitment drive, it was a cultural preservation effort.