HEINEKEN HAS begun collecting and replacing 100,000 kegs of stale beer, stout and cider previously left sitting in shutdown pubs across Ireland during lockdown.
In a show of support for bars reopening across the Emerald Isle, the brewery, the Cork-based will shoulder the cost of replacing the kegs for use in pubs, hotels and restaurants from June 29.
It comes as the world-famous Lady’s Well Brewery in Cork city recommenced beer brewing with a first batch of draught Heineken for use in the Emerald Isle.
Batches of Heineken will be distributed to publicans along with Murphys and Beamish stouts as well as Coors Light, Orchard Thieves and Birra Moretti.
None of that discarded stale booze is going to waste either – Heineken will use some of it to produce green electricity through anaerobic digestion while the rest will serve as agricultural fertiliser.
Announcing the plans Heineken Ireland’s Commercial Director Sharon Walsh said the brewery was committed to replacing and bearing the cost of the unused alcohol.
"This is a large investment for our business at a challenging time for us all but it will be worth it to ensure that everyone’s first pint back at their local is at the peak quality and freshness consumers expect from Heineken," she said.
"As we all look forward to welcoming customers back and take the learnings from other international Heineken markets, we are confident that the re-opening of the vital pub sector can, and will, be a safe one and that, once again, the Irish pub will serve as a comfortable and enjoyable space for responsible socialising."
"The re-opening of the sector is just the start of the long road ahead to recovery. Brewers, bars, restaurants and hotels will face challenges for some time and we must all pull together to protect this vital sector as we all reawaken to a very different economic and consumer environment."