Beer brand Heineken UK has collaborated with Slug & Lettuce owner Stonegate Group on a touching Christmas campaign aimed at addressing the problem of loneliness during the festive season.

Research shows that people aged 16 to 29 are more than twice as likely to report feeling lonely compared with those over 70.

‘Pub Alone’, a play on the iconic Christmas film ‘Home Alone’, seeks to unite people in the warm and welcoming atmosphere of British pubs. At its heart is a short film featuring comedy actor Thomas Gray, showing how pubs can be safe havens for connection and community.

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The campaign is closely tied to Stonegate Group’s MiXR app, a pub and loyalty app that helps users discover nearby venues and access exclusive offers. 

The Pub Alone campaign will run throughout December, with pubs across the Stonegate network hosting special events and activities designed to encourage connection and fight loneliness. The firm is also donating £75,000 to the Marmalade Trust, a UK loneliness charity and Heineken UK’s charity partner.

“Our hope is that we can provide warm and welcoming spaces for people to come together and celebrate the festive season,” said James Metcalfe, Stonegate Group’s marketing director. 

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.”