Heineken Ireland has signed a new partnership agreement with Aiken Promotions and POD Festivals that will see Heineken have pouring rights at Aiken and POD Events.
The agreement, which takes effect from this Summer, means that HEINEKEN Ireland brands such as Heineken, Heineken 0.0, Birra Moretti, Orchard Thieves, Beamish, Murphy’s, and the SERVED range of pre-mixed cocktails, will be available at Aiken and POD Events such as Live at the Marquee in Cork, Dublin’s Iveagh Gardens concert series, All Together Now festival in Waterford, which was voted IMRO Music festival for the past 3 years, the Boucher Road concert series in Belfast, and at the Forbidden Fruit festival at IMMA in Dublin.
The agreement covers 38 concerts and three outdoor festivals this year, featuring international and Irish acts such as Pulp, Kneecap, Paul Weller, James Taylor, Kesha, Bell X1, and David Gray.
“This new partnership with Aiken Promotions and POD Festivals represents a significant milestone for HEINEKEN Ireland and provides access to a market-leading portfolio of high-quality outdoor music and comedy events”, said HEINEKEN Ireland Marketing Director, Fiona Curtin.
“Aiken Promotions has been at the forefront of the live entertainment industry in Ireland for more than 60 years and POD Festivals for more than 30 years, and this new agreement is a significant chapter in our long history in music, as the number one brand associated with music in Ireland and provides HEINEKEN Ireland with access to a strong mix of boutique festivals, leading music festivals, premium concert series, and high-profile national and international tours,” Ms Curtin added.
“This summer alone, our brands will be showcased at over 40 world-class Aiken and POD events across Ireland. Heineken has been proudly supporting outdoor events in Ireland for decades and these partnerships have brought our brands to consumers at key moments and also helped bring top class music performers to Irish audiences throughout that period.”
“Our new agreement with Aiken and POD underscores our long-standing commitment to the live entertainment sector, and we’re delighted to have a partnership with Ireland’s leading event promoters. This new partnership compliments the recent launch of Heineken ® GREENLIGHT, our new music platform. We know from our research that Irish consumers today crave social connection and a sense of being part of shared experiences. We’re proud to bring global and local talent into the heart of our cities and to more intimate, immersive spaces creating high-quality live music experiences that fans can truly connect with.”
HEINEKEN Ireland employs almost 400 people in Ireland, and this year is celebrating 170 years of brewing at its historic Lady’s Well Brewery in Cork. “Given our long and deep-rooted association with Cork, it is particularly pleasing that this agreement includes a major yearly concert series in Cork,” Ms Curtin said.
“Aiken Promotions and POD Festivals are delighted to welcome HEINEKEN Ireland as our official beer, stout, cider and non-alcoholic beer partner across our portfolio of live events,” said Peter Aiken, Managing Director of Aiken Promotions and POD Festivals.
“Heineken has a long and proud track record of supporting live events across Ireland, and we’re excited to work closely with the team as we continue to deliver world-class experiences for audiences this year and into the future. Consumers associate Heineken with premium live experiences, and with HEINEKEN Ireland’s outstanding portfolio of premium brands, they are a natural partner for our growing programme of outdoor shows and events.”
The new partnership will take effect this year and will be further enhanced during 2027 and beyond. Key events that will be covered by the agreement this year include 22 concerts at Live at the Marquee, 11 concerts at the Iveagh Gardens, two concerts at Boucher Road and one in IMMA. Key festivals such as Forbidden Fruit in May and All Together Now on the August Bank Holiday Weekend are also included within the agreement.
The line-up for Altogether Now includes Pulp, Kneecap, Underworld and the Mary Wallopers, while this year’s Forbidden Fruit Festival features acts such as Kettama, Kaytranda and Nia Archives. This year’s Live at the Marquee features 22 separate shows including Paul Weller, David Gray, James Taylor, Kesha, Imelda May, and Bell X1. Iveagh Gardens show series includes Nile Rodgers & Chic, Elvis Costello & The Imposters, The Scratch and Dylan Gossett.
