Heineken Ireland secures pouring rights across Aiken Promotions and POD Festivals portfolio

Heineken Ireland has entered a new partnership agreement with Aiken Promotions and POD Festivals, securing pouring rights across a combined portfolio of 38 concerts and three outdoor festivals this summer in a deal that reinforces the brewer's position as Ireland's number one brand associated with live music and entertainment.

Retail News reported that the agreement, which takes effect from summer 2026, will see Heineken Ireland brands including Heineken, Heineken 0.0, Birra Moretti, Orchard Thieves, Beamish, Murphy's and the SERVED range of pre-mixed cocktails available across all Aiken and POD events.

Covered events include Live at the Marquee in Cork, the Iveagh Gardens concert series in Dublin, the Boucher Road concert series in Belfast, Forbidden Fruit festival at IMMA in Dublin and All Together Now in Waterford, which has been voted the IMRO Music Festival of the Year for the past three consecutive years.

Fiona Curtin, marketing director of Heineken Ireland, said the new partnership represents a significant milestone for the company and provides access to a market-leading portfolio of high-quality outdoor music and comedy events, noting that 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.

Curtin added that the partnership complements the recent launch of Heineken GREENLIGHT, the company's new music platform, and underscores Heineken Ireland's long-standing commitment to the live entertainment sector, describing it as a natural fit with Ireland's leading event promoters.

Discover the full details of this new Heineken Ireland live events sponsorship partnership.