Global brewer Heineken is taking an unusual approach to marketing: producing a documentary to defend the future of Irish pubs.
At the centre of the campaign is a 10-minute film titled The Pub That Refused To Die, which tells the story of a rural community that mobilized to save its last remaining pub in Kilteely, County Limerick. The film follows 26 local residents who came together to buy and reopen their village pub, preserving what many consider the social heart of the community.
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