Stonegate Group and HEINEKEN UK launch "Pub Alone" Campaign to get Brits to talk Loneliness this Christmas
Stonegate Group, the UK’s largest pub company, and HEINEKEN UK, the nation’s leading brewer and cider maker, are joining forces to launch their “Pub Alone” campaign this festive season.
Together, they aim to spark meaningful conversations on loneliness and encourage people to connect and build new relationships in safe, welcoming pub environments over the holiday period. To further support these efforts in MiXR venues, Stonegate Group will be donating £75,000 to HEINEKEN UK’s charity partner, Marmalade Trust, the UK’s leading loneliness charity.
Though Christmas is often associated with joy and celebration, many people experience loneliness during this season. The issue extends beyond older generations; in fact, those aged 16-29 are more than twice as likely to report feeling lonely as those over 70 . Through “Pub Alone,” Stonegate Group and HEINEKEN UK are working to create safe, inclusive spaces where people of all ages can experience the warmth and community spirit of the great British pub, helping to bring people together at this time of year.
This campaign will bring the spirit of togetherness to life by sharing real stories that showcase the magic of the pub at Christmas, seen through the eyes of those who experience it firsthand. These “Tales of Togetherness” will unfold across social channels, celebrating the special moments that make the pub so meaningful during the festive season.
At the heart of the “Pub Alone” campaign is Stonegate’s MiXR app, which connects people with nearby Stonegate venues and offers exclusive deals, seasonal rewards, and a free drink upon download. With over 1 million downloads, MiXR is designed to bring people together to enjoy shared experiences and create lasting memories - values that align perfectly with the campaign’s mission to foster connection and help people who feel lonely this festive season. Additionally, Stonegate’s MiXR digital screens within venues help to reduce paper-based point-of-sale materials and site deliveries, supporting the company’s commitment to sustainability over the holiday period.
As well as “Tales of Togetherness”, the two companies have developed a multi-faceted campaign to encourage connection and community support across the UK. Highlights include:
• £75,000 donation to Marmalade Trust: To further support these efforts, Stonegate Group will be donating £75,000 to HEINEKEN UK’s charity partner Marmalade Trust, to bring people together at Christmas and raises awareness of loneliness.
• MiXR Advent Calendar: Launching December 1st, the MiXR app will feature a festive advent calendar with daily prizes, including offerings from Birra Moretti, adding a fun, interactive way for guests to enjoy the season and win rewards.
The “Pub Alone” campaign will provide opportunities to create new connections and share experiences across Stonegate venues. Stonegate’s MiXR app enhances this by allowing guests to discover nearby venues, access exclusive offers, and join a community dedicated to good times and togetherness.
David McDowall, CEO at Stonegate Group, said: “Our pubs have always been at the heart of communities, especially during the festive season. We are committed to bringing people together in safe, inclusive spaces where everyone feels welcome and can forge meaningful relationships. Partnering with HEINEKEN UK allows us to amplify this message, combining our commitment to community with their dedication to addressing loneliness.”
Will Rice, On-Trade Director at HEINEKEN UK, added: “Christmas is a wonderful time for many, but it’s important to remember that it can also be a different experience for those feeling alone. Through our joint ‘Pub Alone’ campaign, we want to encourage communities to support one another and break the silence on loneliness. Teaming up with Stonegate Group and channelling funds raised towards our partner charity, Marmalade Trust, allows us to reach more people than ever, fully aligning with our goal to alleviate the stigma of loneliness currently felt in the UK.”
Through its partnership with HEINEKEN UK, and as the founders of Loneliness Awareness Week, Marmalade Trust has been instrumental in raising awareness of this often overlooked issue on a global scale and will be the ultimate beneficiary of fundraising efforts throughout the campaign period.
"Pub Alone" will run from mid-November throughout December, and pubs across the Stonegate network will participate by hosting special events and activities to foster connection.
Download the MiXR app now to find your local Stonegate pub and enjoy exclusive offers.
About Stonegate Group
Originally formed in 2010 with 333 pubs, Stonegate Group is now the largest pub company in the UK following 12 major acquisitions with a mission to bring people together through our passion for great pubs, bars, and venues. Our vast portfolio is now home to over 4,500 sites which range from Leased & Tenanted to managed and branded venues.
About HEINEKEN UK
Headquartered in Edinburgh, HEINEKEN is the UK’s leading pub, cider and beer business. The company owns around 2,400 pubs as part of its Star Pubs business and employs around 2,100 people. We are passionate about our cider and beer brands and the outstanding service that we offer to our customers. Our unrivalled portfolio of brands includes Heineken®, Foster’s, Strongbow, Cruzcampo, Red Stripe, John Smith’s, Inch’s Cider, Amstel, Birra Moretti and Old Mout, backed by a full range of niche and specialty brands. HEINEKEN also owns Beavertown and Brixton Brewery. HEINEKEN also has a range of alcohol-free products that include the largest alcohol-free beer in the UK, Heineken 0.0, as well as Birra Moretti Zero and alcohol-free Old Mout cider variants.
About Marmalade Trust:
Marmalade Trust is a leading UK loneliness charity for all ages and the only charity in the world specifically dedicated to raising awareness of loneliness. Their mission is to create a society where we recognise that loneliness exists and support each other to find new social connections. Marmalade Trust created and hosts the annual Loneliness Awareness Week, raising awareness of loneliness and empowering everyone to make connections across the UK and worldwide.
Media Contacts
For further information, please contact:
HEINEKEN UK press contact: Joanna.Dring@heineken.co.uk
Stonegate Group press contact: Alison.Hart@stonegategroup.co.uk