Heineken has launched a new advert at Pottinger’s Entry in Belfast city centre as the city prepares for an exceptionally busy week during Fleadh Cheoil na hÉireann. The campaign is timed to coincide with the first Belfast-hosted edition of the festival, which is expected to draw large crowds and put the city’s pubs, music venues and streets at the heart of the celebrations.

According to the company’s distributor in Northern Ireland, the coming week could see more than one million pints sold across the city as around 800,000 people are expected to visit Belfast for the event, which runs from 2 to 9 August. The brewery said it wants to help pubs make the most of the economic boost, while also ensuring venues are ready to welcome both regulars and newcomers.

Belfast’s Fleadh programme is being built around a packed schedule of concerts, céilís, family events and competitions, with free outdoor entertainment set to run daily from noon until late. Work has already begun on a 6,000-square-foot marquee for TG4 on the site of a demolished building in the city centre, underlining the scale of the infrastructure being put in place for the festival.

The Heineken promotion is one of several commercial tie-ins around the event. Rí-Rá Irish Lager has also unveiled a limited-edition merchandise range linked to the Fleadh, with proceeds pledged to the Oh Yeah Music Centre to support younger musicians. The wider mood in Belfast is one of anticipation, with venues hoping the festival will bring both cultural prestige and a substantial boost to trade.

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