Heineken ® to Boost Bar Incomes by Turning Them into Film Sets
Heineken (HEINY) has launched 'Starring Bars', a new initiative under its 'Back the Bars' platform that aims to support bars serving Heineken® beer by prioritizing them as filming locations for commercial productions. The program, announced on April 10, 2025, will create a global catalogue of bars at www.starringbars.com, offering detailed information including photos, floor plans, and availability for film, TV, and advertising productions.
The initiative aims to solve two challenges: helping production teams find authentic locations while providing additional income streams for bars. To promote the program, Heineken® is launching a visual campaign featuring bar owners and deploying moving billboards in entertainment hubs with creative messages targeting filmmakers.
According to Nabil Nasser, Global Head of Heineken® Brand, the initiative represents a strategic move to support bars as community hubs and cultural landmarks while creating new commercial opportunities through location rental fees from production budgets.
Heineken (HEINY) ha lanciato 'Starring Bars', una nuova iniziativa sotto la sua piattaforma 'Back the Bars' che mira a supportare i bar che servono birra Heineken® prioritizzandoli come location per produzioni commerciali. Il programma, annunciato il 10 aprile 2025, creerà un catalogo globale di bar su www.starringbars.com, offrendo informazioni dettagliate tra cui foto, planimetrie e disponibilità per produzioni cinematografiche, televisive e pubblicitarie.
L'iniziativa mira a risolvere due sfide: aiutare i team di produzione a trovare location autentiche e fornire ulteriori fonti di reddito per i bar. Per promuovere il programma, Heineken® lancerà una campagna visiva con i proprietari dei bar e utilizzerà cartelloni pubblicitari mobili nei centri di intrattenimento con messaggi creativi rivolti ai cineasti.
Secondo Nabil Nasser, Responsabile Globale del Brand Heineken®, l'iniziativa rappresenta una mossa strategica per supportare i bar come centri comunitari e punti di riferimento culturali, creando nel contempo nuove opportunità commerciali attraverso le spese di affitto delle location dai budget di produzione.
Heineken (HEINY) ha lanzado 'Starring Bars', una nueva iniciativa bajo su plataforma 'Back the Bars' que busca apoyar a los bares que sirven cerveza Heineken® priorizándolos como locaciones para producciones comerciales. El programa, anunciado el 10 de abril de 2025, creará un catálogo global de bares en www.starringbars.com, ofreciendo información detallada que incluye fotos, planos y disponibilidad para producciones de cine, televisión y publicidad.
La iniciativa tiene como objetivo resolver dos desafíos: ayudar a los equipos de producción a encontrar locaciones auténticas y proporcionar flujos de ingresos adicionales para los bares. Para promover el programa, Heineken® lanzará una campaña visual con propietarios de bares y desplegará vallas publicitarias móviles en centros de entretenimiento con mensajes creativos dirigidos a cineastas.
Según Nabil Nasser, Jefe Global de la Marca Heineken®, la iniciativa representa un movimiento estratégico para apoyar a los bares como centros comunitarios y puntos de referencia culturales, al mismo tiempo que crea nuevas oportunidades comerciales a través de tarifas de alquiler de locaciones de los presupuestos de producción.
하이네켄 (HEINY)은 'Starring Bars'라는 새로운 이니셔티브를 'Back the Bars' 플랫폼 아래에서 시작했습니다. 이 이니셔티브는 하이네켄® 맥주를 제공하는 바를 지원하기 위해 상업 제작을 위한 촬영 장소로 우선 순위를 두는 것을 목표로 하고 있습니다. 2025년 4월 10일 발표된 이 프로그램은 www.starringbars.com에서 바의 글로벌 카탈로그를 생성하여 사진, 평면도 및 영화, TV 및 광고 제작을 위한 가용성을 포함한 상세 정보를 제공합니다.
이 이니셔티브는 두 가지 도전을 해결하는 것을 목표로 합니다: 제작 팀이 진정한 장소를 찾도록 돕고 바에 추가 수입원을 제공하는 것입니다. 프로그램을 홍보하기 위해 하이네켄®은 바 소유자들을 특징으로 한 비주얼 캠페인을 시작하고, 영화 제작자를 겨냥한 창의적인 메시지를 담은 이동 광고판을 엔터테인먼트 중심지에 배치할 것입니다.
하이네켄® 브랜드의 글로벌 책임자인 나빌 나세르(Nabil Nasser)에 따르면, 이 이니셔티브는 바를 지역 사회의 중심지이자 문화적 랜드마크로 지원하는 전략적 움직임을 나타내며, 제작 예산의 장소 임대료를 통해 새로운 상업적 기회를 창출합니다.
Heineken (HEINY) a lancé 'Starring Bars', une nouvelle initiative dans le cadre de sa plateforme 'Back the Bars' qui vise à soutenir les bars servant de la bière Heineken® en les priorisant comme lieux de tournage pour des productions commerciales. Le programme, annoncé le 10 avril 2025, créera un catalogue mondial de bars sur www.starringbars.com, offrant des informations détaillées comprenant des photos, des plans et la disponibilité pour des productions de films, de télévision et de publicité.
L'initiative vise à résoudre deux défis : aider les équipes de production à trouver des lieux authentiques tout en fournissant des sources de revenus supplémentaires pour les bars. Pour promouvoir le programme, Heineken® lancera une campagne visuelle mettant en avant des propriétaires de bars et déploiera des panneaux publicitaires mobiles dans des centres de divertissement avec des messages créatifs ciblant les cinéastes.
Selon Nabil Nasser, Responsable Mondial de la Marque Heineken®, l'initiative représente un mouvement stratégique pour soutenir les bars en tant que centres communautaires et points de repère culturels tout en créant de nouvelles opportunités commerciales grâce aux frais de location de lieux issus des budgets de production.
Heineken (HEINY) hat 'Starring Bars' ins Leben gerufen, eine neue Initiative unter der Plattform 'Back the Bars', die darauf abzielt, Bars, die Heineken® Bier servieren, zu unterstützen, indem sie als Drehorte für kommerzielle Produktionen priorisiert werden. Das Programm, das am 10. April 2025 angekündigt wurde, wird einen globalen Katalog von Bars auf www.starringbars.com erstellen, der detaillierte Informationen einschließlich Fotos, Grundrissen und Verfügbarkeiten für Film-, TV- und Werbeproduktionen bietet.
Die Initiative zielt darauf ab, zwei Herausforderungen zu lösen: Produktionsteams bei der Suche nach authentischen Locations zu helfen und zusätzliche Einkommensströme für Bars bereitzustellen. Um das Programm zu fördern, wird Heineken® eine visuelle Kampagne mit Barbesitzern starten und bewegliche Werbetafeln in Unterhaltungszentren mit kreativen Botschaften für Filmemacher einsetzen.
Laut Nabil Nasser, Global Head of Heineken® Brand, stellt die Initiative einen strategischen Schritt dar, um Bars als Gemeinschaftszentren und kulturelle Wahrzeichen zu unterstützen und gleichzeitig neue kommerzielle Chancen durch Standortmieten aus Produktionsbudgets zu schaffen.
- Creation of new revenue stream for partner bars through location rental fees
- Strategic expansion into entertainment industry partnerships
- Development of digital platform (starringbars.com) to streamline location booking process
- to bars serving Heineken products only
- Success depends on adoption by film industry professionals
A Media Snippet accompanying this announcement is available by clicking on this link.
AMSTERDAM, April 10, 2025 (GLOBE NEWSWIRE) -- HEINEKEN is strengthening its commitment to the bar industry with the launch of 'Starring Bars' - a new initiative as part of its wider ‘Back the Bars’ platform. The programme will prioritise bars that serve Heineken® beer as filming locations, redirecting commercial production budgets into these businesses. To anchor this effort, Heineken® will be creating a global catalogue of these bars as film-ready locations.
As part of the project, Heineken® is also inviting movie directors, location scouts and other film industry professionals to consider these bars first when looking for a set. By highlighting these character-rich spaces, the initiative could put bars at the heart of Hollywood storytelling – as authentic settings, while ensuring the bars benefit financially from being featured in film and television productions.
Finding the right venues for film, TV, or advertising productions isn’t easy, but it’s even harder to keep a bar afloat. To tackle both challenges in one; Heineken® created ‘Starring Bars’, providing production teams with easier access to real bars they can book for shoots through a growing online catalogue available at www.starringbars.com. The site includes photos, floor plans, and availability, streamlining the scouting process. By choosing a real bar over a studio set, filmmakers bring added authenticity to on-screen storytelling, while supporting local businesses and communities.
To bring the 'Starring Bars' initiative to life, Heineken® is rolling out a dynamic visual campaign that puts bar owners in the spotlight and tells the stories of the people behind these venues. Heineken® is also sending moving billboards on a tour of major entertainment hubs to call on filmmakers to explore the catalogue and consider bars as prime shoot locations, with playful messages like 'Hey Director, these bars can handle a drama.'
Nabil Nasser, Global Head of Heineken® Brand, says, “Bars are more than just places to grab a drink; they are community hubs and cultural landmarks. With 'Starring Bars,' we’re spotlighting these venues and helping open new commercial opportunities to support them. This initiative is about backing the bar industry in a meaningful way, and we’re inviting the entertainment world to be a part of that.”
Each year, Heineken® makes a lot of ads and fees for location rentals are a key piece of any ad production budget. Through 'Starring Bars,' that investment will now directly benefit bars – supporting owners and the communities they serve. Heineken® aims to build a comprehensive global catalogue of real bars that double as filming locations.
Heineken® is all about bringing people together and celebrating the connections that make bars special. 'Starring Bars' reflects this commitment, offering bar owners increased visibility, more foot traffic, and the chance to be featured in film and media.
About HEINEKEN:
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business.
HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).
Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us on Twitter via @HEINEKENCorp.
PRESS CONTACT:
Sebastien-Nicolas Chiffrin
Edelman
sebastien-nicolas.chiffrin@edelman.com
+44 7580 979333
Photos accompanying this announcement are available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/9943e21d-176a-431c-a600-9af50198f103
https://www.globenewswire.com/NewsRoom/AttachmentNg/884beeda-5041-438c-a9ba-b97e15dd5980
FAQ
What is Heineken's (HEINY) 'Starring Bars' initiative and when was it launched?
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