With countless pubs across Ireland still closed, Guinness has teamed up with publicans around the country to show their support.
Today launching a new 'keep the lights on' campaign, it's hoped that the initiative will - quite literally - help to shine a light on struggling Irish pubs.
Joining forces with the LVA, VFI and Hospitality Ulster, they're encouraging pubs to come together and simultaneously switch on their Christmas lights tomorrow evening at 5pm.
According to those at Guinness:
"Turning on their lights early ahead of the crucial Christmas period not only highlights the place of local pubs in the fabric of Irish society, but also the struggle that publicans, bar staff and their families are facing in order to keep the lights on.
"In many villages and townlands across the country, the local pub may be the only beacon of light on dark winter nights. Their prolonged closure due to Covid-19 enforced lockdowns serves as a physical reminder of the impact that Covid-19 has had not just on the pub-trade and wider hospitality industry but also on communities up and down the country."
You can watch the emotive clip below but be warned, it will make you crave a cosy pint by the fire like nothing else.