Thinking Drinkers cycle for Irish pubs
At a time when many rural pubs are navigating changing social habits and operational pressures, award-winning writers, comedians and drinks experts Ben McFarland and Tom Sandham, known as ‘The Thinking Drinkers’, will set off from Mizen Head tomorrow (Thursday 4 June) on The Great Irish Pub Ride, a nine day journey designed to celebrate and shine a spotlight on the vital role local pubs continue to play in communities across Ireland.
The pair will travel the length of the country on a tandem bike, proudly supported by Guinness 0.0 and the Vintners’ Federation of Ireland (VFI), visiting pubs in towns and villages along the way to meet publicans and local communities.
Each day, they will take on the added challenge of reaching the final pub of the day by 17:59, a nod to Guinness’ founding year, celebrating the shared end-of-day moments that bring people together.
This Guinness 0.0 supported journey comes as Ipsos B&A research commissioned by Diageo Ireland shows that non-alcoholic choices are helping more people stay connected to pub life and social occasions, with pubs and restaurants accounting for two-thirds of all non-alcoholic drink occasions, reinforcing the pub as a place for connection, regardless of what people choose to drink.
Pubs are increasingly serving as broader social spaces centred around food, music, conversation, culture and connection.
This follows the recent launch of Guinness’ Beer Pressure TV campaign, which highlights how moderation can still feel like an “all in or all out” choice for some, and how social pressures can make it harder to opt for non-alcoholic options or participate fully in social occasions.
Throughout the journey, Ben and Tom will hear directly from publicans about how the role of the local pub is evolving, and how it continues to adapt to modern social habits and consumer needs.
The Thinking Drinkers’ journey follows the success of their Great British Pub Ride in 2025, where they cycled more than 1,000 miles from Land’s End to John O’Groats.
Bringing that concept to Ireland, they are sharing a simple message: a great pub is defined not by what is poured, but by the people and communities it brings together.
Ben McFarland and Tom Sandham, The Thinking Drinkers, said: “We’ve spent years celebrating pubs, but cycling across Ireland feels especially meaningful.
“The local pub here is more than somewhere to enjoy a drink, it’s often the social heartbeat of the community and one of Ireland’s most important third spaces.
“It’s where stories are shared, friendships are formed and people come together.
“What’s changing is how people use it. It might be after a walk, cycle or swim, or simply a place to meet friends.
“Pubs are adapting, but their importance hasn’t changed.
“As summer begins and people start exploring Ireland, we want to celebrate the pubs that continue to bring people together and the ways they’re evolving to stay part of everyday life.”
Supporting the tour, Guinness 0.0 has seen strong growth since launching four years ago.
It is now available in more than 4,000 pubs, restaurants and hotels across the island of Ireland and accounts for 14% of all beer brewed at St James’s Gate—reflecting growing demand for greater choice.
Shane Kelly, director of Corporate Relations at Diageo Ireland, said: “We’re proud to support The Great Irish Pub Ride with Guinness 0.0 and to celebrate the role local pubs play in communities across Ireland.
“As summer begins, pubs continue to play a central role in bringing people together, whether that’s making the most of longer evenings in your local pub, gathering with friends, or celebrating special moments in local communities.
“By offering greater choice, we can help ensure even more people can continue to enjoy that experience, across more moments, more often.”
Michael O’Donovan, president of the Vintners’ Federation of Ireland (VFI), added: “Pubs are at the heart of communities across Ireland, but they are under real pressure from rising costs, staffing challenges, changing consumer habits and the need to keep evolving to remain viable.
“We’re supporting The Great Irish Pub Ride because it shines a positive light on the role pubs play in Irish life, while also helping to raise awareness of the realities our members face every day.
“It’s a creative, engaging campaign that aligns with our wider work to champion pubs, support publicans, and make the case for a sustainable future for the sector.”
