Heineken has commenced a marketing campaign in Brazil and Italy that revolves around applications designed to help young adults discover new bars.
The ‘Bar Dating’ apps will feature respective “dating profiles” for different bars to help LDA drinkers break away from their usual drinking venues and support the markets’ on-premise channels. The brewing giant cited data from OnePoll that claimed 67% of young adults (Gen Z and Millennials) worldwide admit they tend to revert to the same bar regularly.
The Italian version is named Bar Dating while in Brazil, it is called the Hei App and specifically focuses on São Paulo.
“When we were studying this research, it came as a surprise that although younger consumers have a desire to be adventurous and try new things, the reality is they are often stuck in the same routine, which leads to many feeling that their social lives are becoming stale,” said the group’s global head of Heineken & Amstel, Nabil Nasser.
“We want to encourage young people to step out of their comfort zones and visit new bars to help build more real-life connections.”
Last month, Heineken leveraged a worldwide on-premise marketing campaign to help find the next owner of a pub on an island off the west coast of Ireland.
