Heineken’s Bold Move to Revitalise the UK Pub Scene

In a bold and ambitious move, Heineken UK is set to invest a substantial £39 million into revitalising the British pub scene. This investment will see the refurbishment of hundreds of older venues and the reopening of 62 previously closed pubs, aimed at attracting a growing customer base accustomed to working from home.

Heineken, which manages around 2,400 sites under its Star Pubs and Bars division, has announced that a quarter of its venues are slated for improvement this year. This includes significant makeovers for over 90 pubs, with each project costing an average of £200,000. By the end of 2024, Heineken will have reopened 156 long-term closed pubs since the end of 2023. This initiative is expected to create approximately 1,075 new jobs and bring the number of closed pubs back to pre-pandemic levels.

The refurbishment efforts will focus on introducing modern designs, updating signage, and installing dividing screens to create multifunctional spaces within the pubs. These improvements aim to cater to a diverse range of customer needs, providing areas for watching sports, enjoying meals, and socialising. Recent transformations include the Ashford Arms in Ashford-in-the-Water, Derbyshire, which has reopened as a charming country pub featuring a 107-cover restaurant, nine en-suite rooms, and a 30-cover alfresco area. Similarly, the Ship in Barnsley has been reinvented as a vibrant local hub for sports and entertainment.

Heineken’s commitment to sustainability is also evident in its plans to improve pub insulation and reduce energy consumption by 15%, aligning with its broader goal of achieving net-zero emissions by 2040. This forward-thinking approach not only enhances the customer experience but also ensures the long-term viability of these beloved institutions.

Lawson Mountstevens, Managing Director of Star Pubs, highlighted the evolving expectations of pub-goers: “People are looking for maximum value from visits to their local. They want great surroundings and food and drink as well as activities that give them an extra reason to go out, such as sports screenings and entertainment.”

Mountstevens also emphasised the resilience and enduring appeal of pubs despite recent disruptions: “Pubs have proved their enduring appeal; after all the disruption of recent years, Star is on track to have the lowest number of closed pubs since 2019. It’s a tribute to the drive and entrepreneurship of licensees and the importance of continued investment. We’ve spent more than £200 million upgrading and maintaining our pubs over the last five years, and we’ll continue to invest to keep them open and thriving.”

Heineken’s journey into the UK pub market began with the acquisition of Scottish & Newcastle’s UK operations in 2008, which were subsequently rebranded as Star Pubs & Bars. This latest investment underscores Heineken’s commitment to revitalising the pub industry and adapting to the changing landscape of customer preferences.

Heineken’s substantial investment aims to rejuvenate the UK pub scene, transforming these venues into versatile spaces for socialising, dining, and entertainment. As pubs evolve to meet new customer demands, Heineken’s strategic refurbishments and sustainability initiatives ensure these institutions remain vibrant and relevant in the years to come. This investment not only enhances the physical spaces but also strengthens the community spirit that pubs foster, making them indispensable hubs of social life once again.