Heineken has unveiled a substantial GBP 40 million (USD 50 million) investment in its Star Pubs estate across the United Kingdom, committing to upgrade and reopen over 600 pubs in 2025. This initiative will impact 25% of the company’s 2,400 UK pubs, including 104 major refurbishments each costing at least GBP 120,000 (USD 150,000), and is expected to generate around 1,000 new jobs nationwide.
This move is a continuation of Heineken UK’s long-term support for the British hospitality industry, having already allocated GBP 194 million (USD 243 million) to pub improvements between 2020 and 2024. In 2024 alone, the company reopened 62 long-term closed venues, spending GBP 9.5 million (USD 12 million), and has already reopened 10 more pubs in early 2025. The current investment will focus especially on rural and suburban community pubs, where 97% of the portfolio is located. Renovations will include modern yet welcoming interiors, retention of historic architectural features, and energy-saving upgrades to improve sustainability.
Lawson Mountstevens, Managing Director of Star Pubs, called the project “a resounding vote of confidence” in the future of British pubs. Despite economic headwinds and cost-of-living pressures, consumer attachment to the local pub remains strong. Many licensees have echoed this optimism, contributing an estimated additional GBP 2 million (USD 2.5 million) of their own funds to the refurbishment program.
The initiative aligns with Heineken’s broader mission to strengthen social connections amid rising loneliness and digital disconnection. In support of this mission, the brewer is running global brand campaigns that bolster the relevance and sustainability of the pub scene. Among these are the Pub Succession campaign in Ireland, where Heineken seeks heirs for historic family-owned pubs, and the Bar Dating and Hei apps in Brazil and Italy, which guide users to new bar experiences and enhance nightlife engagement.
Further, the Starring Bars initiative has transformed pubs into filming locations, creating alternative revenue streams and media visibility. Past efforts like the Shutter Ads campaign during the COVID-19 pandemic enabled over 5,000 bars in five countries to benefit from redirected advertising spend, helping them survive lockdown closures and earning international awards.
With this comprehensive commitment, Heineken reinforces its leadership in both economic and cultural preservation of pubs, ensuring that they remain vital centers of community life.
