Celebrities Take Over Heineken'S Star Pubs – A Fresh Twist For Aspiring Licensees

Heineken's Star Pubs: A Celebrity Makeover

In a bold move to lure the next wave of pub licensees, Heineken UK has rolled out a dazzling campaign with a star-studded twist. The initiative sees celebrities stepping into the shoes of pub landlords, each bringing their own flair to the famed 'Star Pubs'.

Leading the charge are undefeated boxing champion Nicola Adams OBE, Love Island's own 'Farmer Will', and the hilarious comedian Helen Bauer. Each of these stars takes on the task of running their own pub for a day, showcasing their unique visions and proving that pub ownership is as diverse as the people who dream it.

“People from outside the sector are a vital source of licensees for the nation’s pubs," says Star Pubs’ Head of Licensee Attraction, Hance McPherson. "The applicants we’re seeing in 2025 are looking to take on pubs after careers ranging from accountancy and law enforcement to teaching.”

Unique Visions, Diverse Backgrounds

The campaign is a part of a three-year strategy by agency St Luke’s, capitalizing on the insight that more than half of Star Pub applicants since 2022 have come from outside the traditional pub industry. The campaign highlights the fact that a significant number of these applicants have backgrounds in fields like healthcare, social work, and even engineering.

In a series of three films, each celebrity takes over a pub, demonstrating that the dream of running a Great British Pub is accessible to all. Nicola Adams brings a "Pubtathalon" to The Dalesman in Leeds, celebrating women in sports. Meanwhile, Farmer Will takes The Black Pug in Warwick on a Wild West adventure, complete with cowboy boots. Helen Bauer keeps it cozy with a board games night at The Prince of Peckham in London.

Bringing Dreams to Life

The celebrities are not alone in their ventures. They're supported by a Star Pubs business development manager, underscoring the extensive investment, training, and support available to anyone eager to dive into the pub world. The campaign not only highlights these resources but also showcases the fun and creativity involved in running a pub.

Al Young, Chief Creative Officer at St Luke’s, sums it up: “The insight behind the idea is that, just as everyone has a book inside them, every pub goer has a pub inside them. If you love pubs, you know exactly what the pub of your dreams would be like.”

Through humor and celebrity appeal, Heineken aims to inspire a new generation of licensees, revealing the endless possibilities and support that come with operating a Star Pub. By tapping into the dreams of potential pub owners, Heineken hopes to craft a vibrant, diverse future for the pub industry.