Livid pub bosses have accused Heineken of “adding insult to injury” by offering a three-month 7c pint discount to offset its 17c price hike.
Industry sources claim it “is just throwing scraps at the problem” and will not stop some bars dumping the brand.
They have compared the move to that of Diageo which has vowed to freeze prices for three months.
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Heineken emailed disgruntled publicans two days ago after some removed the lager from their premises.
They had announced a controversial plan on November 9 for a 17c increase from next Thursday.
However some pub bosses urged them to withdraw the hike, claiming the real cost could be as much as 25c to 50c.
Heineken Ireland said it had “listened to the response from our individual customers”.
A source told the Irish Mirror the email said: “We all live in uncertain times and cost inflationary pressures are unfortunately unavoidable for all of us.” It added that the company faces “significant pressure” and “had no choice but to take the decision to mitigate part of these soaring inflationary cost pressures we are experiencing via an increase on the keg price”.
The statement went on: “These cost pressures have not changed or gone away [but] we have considered very carefully how Heineken Ireland can best support you at this time.
“With this in mind, while the price increase of 9% on the keg (equivalent to 17c per pint of Heineken) is effective on December 1, Heineken Ireland will invest in supporting you by off-setting part of the increase for the next three months.
“This means that in each of the months of December, January and February, you will see a discount of 3.5% (equivalent to 7c per pint of Heineken) on all deliveries of Heineken Ireland kegs.”
One pub boss, who did not want to be identified, told the Irish Mirror: “Publicans have discussed this and we are livid. Throwing us a few cent does not help. They know Heineken is a major seller so a lot of us will have to keep it in our bars.
“The public will decide. This decision was sent to us by email. They think they can just throw us a few scraps. That doesn’t solve our problems.
“They know they have us on our knees, they know our sales are down across the country and they know our costs are rising.
“At the same time, our customers’ costs are also rising.
“So for Heineken to bring in the biggest increase that any of us have seen in our careers, and then to try to fix it with this discount, is just a brain fart.
“They have added insult to injury.”
Pub-goers could miss out on top favourites such as Heineken, Moretti, Orchard Thieves, Beamish, Murphys, Tiger, Coors, Fosters and Island’s Edge.
Ronan Lynch, owner of Dublin pub The Swan and an ex-chairman of the Licensed Vintners’ Federation, tweeted a photo of dumped bottles of Heineken. While Nathy Towey of Darkey Kelly’s bar in the capital vowed to stop selling the lager rather than ask customers to pay more.
Heineken confirmed to the Irish Mirror the company’s 3.5% discount on all keg deliveries “will apply to all Heineken Ireland brands” until February next year.
A spokesperson said: “Heineken Ireland remains committed to working with the on-trade to support the Irish hospitality sector, especially as the post-pandemic recovery continues.
“Heineken Ireland’s pandemic-related support for the Irish hospitality sector totalled €19million as the Cork-based brewer took back hundreds of thousands of kegs of its lager, cider and stout brands free of charge and implemented a series of targeted supports to stimulate the recovery of the sector.”
A source close to Diageo said: “Diageo keeps prices under review but it has made clear that there’s no planned increase for now, that prices won’t go up this year.”
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