Marketing On-trade

Budweiser initiative to power 100 Irish pubs

Findings from a new study commissioned by Budweiser show that meeting up with friends and enjoying the craic and energy of the local pub are among the top three things that people look forward to as Covid-19 restrictions in Ireland ease.
Fashion Designer and former All-Ireland winning Kerry GAA player Paul Galvin, who has a strong interest in and passion for, sustainability and supporting the ethos of the campaign, launched Budweiser Ireland’s ‘Natural Energy’ initiative.

Fashion Designer and former All-Ireland winning Kerry GAA player Paul Galvin, who has a strong interest in and passion for, sustainability and supporting the ethos of the campaign, launched Budweiser Ireland’s ‘Natural Energy’ initiative.

The research was conducted through an online survey from August 18th– 22nd across a nationally representative sample of 1,000 adults aged 18-plus.

This revealed that most adults surveyed (80%) are thinking ‘greener’ and have adopted more environmentally-friendly behaviours since the first Covid-19 Lockdown in March 2020.

As a result, Budweiser, distributed exclusively by C&C Group’s Bulmers Ireland, launched its ‘Renew 100 Pubs’ campaign recently.

The new sustainability initiative aims to help support Irish pubs in making the switch to renewable electricity. Over the next year solar panels will be installed in 100 pubs countrywide providing them with a 100% renewable electricity source.

To celebrate the ongoing reopening of pubs across the country and the launch of the initiative, a striking mural was unveiled at Dublin pub Opium, the first pub to have solar panels installed. Created by renowned graffiti artist Shane Ha, it embodies the energy, connection and social solidarity of Ireland’s unique pub culture.

This latest initiative reflects Budweiser’s ongoing commitment to sustainability and the brand’s long-standing ambition to create a brighter future for the planet. It follows the company’s announcement earlier this year that every bottle, can and pint of Budweiser in Ireland is now brewed with 100% renewable electricity.

With its very own wind turbine and two dedicated solar farms, Budweiser is committed to investing in sustainable energy infrastructure.

A marketing campaign is being rolled-out to support the initiative across PR and digital channels as well as a hero film which has been created to tell the story of the ambition and relevance of the initiative.

“The past 18 months have been tough on both the Irish pubs and the locals that love them,” commented Budweiser Marketing Manager Jessie Landers, “As the world’s biggest brewer, we’ve both the ability and the duty to support in a way that drives real change. Budweiser is on a mission to create a brighter future and by powering 100 Irish pubs with 100% renewable electricity, we aim to create beacons of sustainability in Irish communities. This initiative celebrates the reopening of Irish pubs and the joy of people reconnecting again.”

Opium’s General Manger John Melia commented, “Sustainability is a focus for us as a business and is something that’s becoming increasingly more important to our customers.”

 

 

 

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