08.04.2024 18:13:58 - dpa-AFX: GNW-Adhoc: Heineken® Celebrates Historic Irish Pubs With Virtual Museums Launch
AMSTERDAM, April 08, 2024 (GLOBE NEWSWIRE) -- The Irish pub stands tall among
cultural icons, revered locally and globally for their unparalleled social
atmospheres. Recognised as the beating heart of Ireland's social scene, where
stories and conversations resound within their walls. Heineken wants to shine a
light on their importance by opening virtual "Pub Museums" across Ireland.
This innovative campaign from Heineken® aims to safeguard historical Irish pubs,
advocating for their transformation into museums. Heineken® has partnered with
three distinguished Irish pubs to pioneer the virtual Pub Museum experience.
Patrons can now embark on a digital journey through time, exploring the rich
history and stories told within these beloved establishments. By scanning a QR
code on historical artefacts within the pubs, visitors can unlock a trove of
historical facts and stories. Beginning with Toners Pub in Dublin on 5th April,
followed by the oldest pub in the world; Sean's Bar in Athlone on 11th April and
Mother Macs in Limerick on 18th April.
Heineken® is exploring how these pubs can apply for official Museum
accreditation via The Heritage Council in a bid to have them formally recognised
as museums. This would offer more opportunities and resources for Irish pubs. By
supporting pubs in a bid to become an official museum, Heineken® aims to
preserve pub culture and the future of socialising. The Pub Museum campaign
complements the Vintners' Federation of Ireland bid for UNESCO to formally
recognise traditional pubs as key elements of Ireland's intangible cultural
heritage, highlighting the pub's role in social interaction, music, storytelling
and as custodians of local traditions and history.
Rachael Crawley, Heineken Ireland commented: "Pubs in Ireland play a pivotal
role in Irish society and culture, and have done for generations. As a partner
of pubs across the country, we've launched the Pub Museums initiative as a way
to highlight the historical importance of Irish pubs, and act as a reminder of
the importance of these establishments in the fabric of Irish society."
Speaking about the initiative, Dublin-based Historian Gerry Farrell commented:
"Few buildings or businesses maintain the same function over the span of
centuries. A visit to a historic public house is a connection back to our own
past where generations before, people gathered to talk, drink, eat, sing and
play, to flirt and romance, to discuss the great events of the day and set the
world to right, to cheer sporting triumph or to drown their sorrows. Irish pubs
have been the site for rebellion and betrayal, settings for great literature and
places of very real drama. It's important to protect and preserve our historic
pubs so that they can continue to be enjoyed for generations to come."
Gina O'Kelly, Director, Irish Museums Association added: "One of the most
interesting aspects of collections is the stories they tell. Objects found
within commercial environments, such as our heritage bars and shops, often
provide fascinating insights into the daily lives of those from our recent past
and their environment: they can reveal information around societal norms, trade
activities, the socioeconomic landscape and development of an area, as well as
local rituals and cultural practices.
Within the Irish Museums Association, we work with many community or volunteer-
led organisations that hold collections of this nature and have a deep
appreciation of the significance of the objects they hold, particularly within
their communities. These serve as tangible reflections of our social history
and, through them, we can ground and interconnect our everyday experiences with
the layered history of our surroundings, the local communities that inhabit
them, and their heritage. Efforts to enhance their preservation, interpretation
and display - thereby making them more publicly accessible - acknowledge their
importance and are warmly welcomed."
Editorial information:
Please find the high-resolution campaign images and video here
(https://djeholdingsdrive-my.sharepoint.com/:f:/g/personal/sebastien-
nicolas_chiffrin_edelman_com/EsuTQpStCYBPtpR80cxMlEIB8y7xRA3bBFFZ_rnUzLfV0A?e=fF
3WJy)
For more information, please contact: HNKNBrand@edelman.com
(mailto:HNKNBrand@edelman.com)
About HEINEKEN:
HEINEKEN is the world's most international brewer. It is the leading developer
and marketer of premium beer and cider brands. Led by the Heineken® brand, the
Group has a portfolio of more than 300 international, regional, local and
specialty beers and ciders. We are committed to innovation, long-term brand
investment, disciplined sales execution and focused cost management. Through
"Brewing a Better World", sustainability is embedded in the business.
HEINEKEN has a well-balanced geographic footprint with leadership positions in
both developed and developing markets. We employ over 85,000 employees and
operate breweries, malteries, cider plants and other production facilities in
more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on
the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on
Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and
HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR)
programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX:
HKHHY).
Photos accompanying this announcement are available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/1b72f442-8d2e-46e6-ba0a-
1ff6f01c2731
https://www.globenewswire.com/NewsRoom/AttachmentNg/f58cd233-7a30-4500-9dbc-
b131798899af
https://www.globenewswire.com/NewsRoom/AttachmentNg/1bd94051-b425-4c7c-a950-
d88a938e3085
A video accompanying this announcement is available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/3eb7cb1d-f47e-
49ed-96ff-317940cbd317
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