Heineken – Pub Museums

Heineken’s Virtual Pub Museums: Preserving Irish History One Pint at a Time
In the heart of Irish culture, pubs hold a special place, serving as living testaments to the nation’s rich history and social fabric. However, many of these historic establishments are now facing the threat of closure. Enter Heineken’s innovative initiative: Pub Museums.

Breathing New Life into Historic Pubs

Heineken, in collaboration with LePub Milan and Publicis Dublin, has launched an initiative to transform historic Irish pubs into virtual museums. This creative project aims to safeguard these cultural landmarks by giving people the chance to explore their storied pasts from anywhere in the world.

A Blend of Tradition and Technology

Through meticulous digital curation, visitors can now embark on virtual tours of these iconic pubs. Each virtual museum showcases the unique history, memorable anecdotes, and cherished traditions of the establishment. This digital preservation effort not only celebrates the heritage of these pubs but also provides a modern solution to ensure their survival.

Supporting Pubs Through Virtual Tourism

By turning pubs into virtual museums, Heineken offers a new revenue stream and increased visibility for these beloved institutions. Virtual tourists can immerse themselves in the pub’s atmosphere, learning about its historical significance and experiencing its charm. This initiative creates a bridge between past and future, offering a novel way to support struggling pubs.

Keeping History Alive

Heineken’s Pub Museums initiative highlights the importance of preserving cultural heritage while adapting to contemporary challenges. By leveraging technology to protect and promote Irish pubs, Heineken is helping to ensure that these historic sites can continue to be enjoyed by future generations.


Heineken’s Pub Museums is a brilliant fusion of tradition and innovation, offering a lifeline to historic Irish pubs. This initiative demonstrates how modern technology can be harnessed to preserve and celebrate cultural landmarks, ensuring that the vibrant history of Irish pubs remains accessible and appreciated. By visiting these virtual museums, you’re not just taking a trip down memory lane—you’re contributing to the preservation of Ireland’s rich pub culture.

Client: Heineken
Agency: Le Pub

Alexis Verschueren

Making brand experiences that stick!