A campaign has been launched in a bid to bring people together and reignite their passion for the Great British Pub.
Amstel launched the £7m national Neighbours campaign this week in a bid to counterbalance the 10 per cent decline in on-trade visits in recent years.
By creating a first-of-its-kind pub constructed entirely from garden fences – the barriers that usually keep neighbours apart – Amstel is encouraging people across the country to get to know one another at their local over the course of this week.
It comes after research revealed over half of Brits don't know their neighbour's name, only 4 in 10 feel connected to their local community, and nearly half agree that more events would make it easier for them to socialise with their neighbours.
Reflective of the brand's heritage and fostering of friendships since 1870, The Open Arms pub is designed to be a symbol of togetherness.
Nic Casby, brand director at Heineken, said: "We found that people in the UK don't really know their neighbours because they're often too busy or conscious of being intrusive, despite sharing the same local community.
"These divides are not deliberate, but just 'the way things are'. At Amstel, we've always valued friendship and the power of connecting people, so we wanted to create a nationwide campaign that encourages people to come together and get to know one another in their local.
"Amstel is going from strength to strength in the UK and contributes an extra 50p per pint through the tills versus classic lager, making it a must-stock for licensees."