Heineken has launched what it has dubbed a “streaming service for nights out” in collaboration with Amazon platform Fire TV.
The service, called ‘Pubscription’, is available via a free app that lets consumers browse participating pubs and bars by “genre” and invite friends for a drink. The app was developed with Amazon’s ‘Brand Innovation Lab’, and has been launched on a trial basis in the UK.
App users will also be given one voucher per week that can be spent on either a Heineken or Heineken 0.0 in the brewer’s Star Pub chain.
Citing internal research into current consumption habits, Heineken said 38% of 2,000 UK adults surveyed said they would go out more often “if discovering where to go was as easy as discovering something to watch”.
“As our lives become increasingly digital, creating those moments of real-world connection has never felt more important,” said the group’s global head of the Amstel & Heineken brands. Nabil Nasser. “Pubscription uses the simplicity we’ve come to expect from streaming to do something very human: help friends get together, discover a great pub and spend time with each other.
“Technology can give us endless ways to be entertained, but nothing replaces the simple pleasure of getting together over a Heineken.”
Last week, Heineken published a report titled ‘The Future Role of Bars in Europe’, in which it claimed Gen Z are “less interested in abandoning bars than in renegotiating what makes them worth visiting”.
