Love on Tap: Heineken® Launches Dating App for Bars to Help Young Adults Spice Up Their Social Lives
Heineken (HEINY) has launched innovative 'Bar Dating' apps in Brazil and Italy, allowing users to discover new bars through a dating app-style interface. The initiative comes as global research reveals 67% of young adults repeatedly visit the same bars despite wanting new experiences.
The apps enable users to 'swipe right' on bar profiles, matching them with venues based on characteristics like atmosphere, live music offerings, and beverage selections. This launch is supported by research showing that 64% of Gen Z and Millennials would prefer finding new bars through a dating app-style interface, while 59% feel their social lives could be more rewarding.
The initiative aims to both revitalize young adults' social experiences and support the bar industry by driving customer traffic. The campaign is part of Heineken's broader 2025 strategy to support bars and enhance socialization globally, following their Pub Succession campaign in March 2025.
Heineken (HEINY) ha lanciato innovative app di 'Bar Dating' in Brasile e Italia, consentendo agli utenti di scoprire nuovi bar attraverso un'interfaccia simile a quella delle app di incontri. L'iniziativa nasce da una ricerca globale che rivela come il 67% dei giovani adulti visiti ripetutamente gli stessi bar nonostante desideri nuove esperienze.
Le app permettono agli utenti di 'scorrere a destra' sui profili dei bar, abbinandoli a locali in base a caratteristiche come l'atmosfera, le offerte di musica dal vivo e le selezioni di bevande. Questo lancio è supportato da ricerche che mostrano che il 64% della Gen Z e dei Millennials preferirebbe trovare nuovi bar tramite un'interfaccia simile a quella delle app di incontri, mentre il 59% ritiene che la propria vita sociale potrebbe essere più gratificante.
L'iniziativa mira a rivitalizzare le esperienze sociali dei giovani adulti e a sostenere l'industria dei bar aumentando il traffico di clienti. La campagna fa parte della strategia più ampia di Heineken per il 2025, volta a supportare i bar e migliorare la socializzazione a livello globale, dopo la loro campagna Pub Succession nel marzo 2025.
Heineken (HEINY) ha lanzado innovadoras aplicaciones de 'Bar Dating' en Brasil e Italia, permitiendo a los usuarios descubrir nuevos bares a través de una interfaz similar a la de aplicaciones de citas. La iniciativa surge como resultado de una investigación global que revela que el 67% de los jóvenes adultos visita repetidamente los mismos bares a pesar de querer nuevas experiencias.
Las aplicaciones permiten a los usuarios 'deslizar a la derecha' en los perfiles de los bares, emparejándolos con locales en función de características como la atmósfera, las ofertas de música en vivo y las selecciones de bebidas. Este lanzamiento está respaldado por investigaciones que muestran que el 64% de la Generación Z y los Millennials preferirían encontrar nuevos bares a través de una interfaz de estilo aplicación de citas, mientras que el 59% siente que su vida social podría ser más gratificante.
La iniciativa tiene como objetivo revitalizar las experiencias sociales de los jóvenes adultos y apoyar a la industria de los bares impulsando el tráfico de clientes. La campaña es parte de la estrategia más amplia de Heineken para 2025, destinada a apoyar a los bares y mejorar la socialización a nivel global, tras su campaña Pub Succession en marzo de 2025.
하이네켄 (HEINY)은 브라질과 이탈리아에서 '바 데이팅' 앱을 혁신적으로 출시하여 사용자들이 데이팅 앱 스타일의 인터페이스를 통해 새로운 바를 발견할 수 있도록 하고 있습니다. 이 이니셔티브는 글로벌 연구 결과 67%의 젊은 성인이 새로운 경험을 원함에도 불구하고 반복적으로 같은 바를 방문한다는 것을 보여줍니다.
이 앱은 사용자들이 바 프로필에서 '오른쪽으로 스와이프'하여 분위기, 라이브 음악 제공, 음료 선택과 같은 특성에 따라 장소와 매칭될 수 있도록 합니다. 이 출시에는 Z세대와 밀레니얼의 64%가 데이팅 앱 스타일의 인터페이스를 통해 새로운 바를 찾는 것을 선호한다고 응답한 연구 결과가 뒷받침되고 있으며, 59%는 자신의 사회 생활이 더 보람 있을 수 있다고 느끼고 있습니다.
이 이니셔티브는 젊은 성인들의 사회적 경험을 되살리고 고객 유입을 증가시켜 바 산업을 지원하는 것을 목표로 하고 있습니다. 이 캠페인은 하이네켄의 2025년 글로벌 사회화 지원 전략의 일환으로, 2025년 3월에 실시된 Pub Succession 캠페인 이후로 바를 지원하고 사회화를 향상시키기 위한 노력의 일환입니다.
Heineken (HEINY) a lancé des applications innovantes de 'Bar Dating' au Brésil et en Italie, permettant aux utilisateurs de découvrir de nouveaux bars à travers une interface de style application de rencontre. L'initiative fait suite à des recherches mondiales révélant que 67% des jeunes adultes visitent régulièrement les mêmes bars malgré leur désir de nouvelles expériences.
Les applications permettent aux utilisateurs de 'glisser à droite' sur les profils de bars, les associant à des établissements en fonction de caractéristiques telles que l'ambiance, les offres de musique live et les sélections de boissons. Ce lancement est soutenu par des recherches montrant que 64% de la Génération Z et des Millennials préféreraient découvrir de nouveaux bars via une interface de style application de rencontre, tandis que 59% estiment que leur vie sociale pourrait être plus enrichissante.
L'initiative vise à revitaliser les expériences sociales des jeunes adultes et à soutenir l'industrie des bars en augmentant le trafic clientèle. La campagne fait partie de la stratégie plus large de Heineken pour 2025, visant à soutenir les bars et à améliorer la socialisation à l'échelle mondiale, suite à leur campagne Pub Succession en mars 2025.
Heineken (HEINY) hat in Brasilien und Italien innovative 'Bar Dating'-Apps gestartet, die es Nutzern ermöglichen, neue Bars über eine Dating-App-ähnliche Schnittstelle zu entdecken. Die Initiative kommt, da globale Forschung zeigt, dass 67% der jungen Erwachsenen wiederholt dieselben Bars besuchen, obwohl sie neue Erfahrungen suchen.
Die Apps ermöglichen es den Nutzern, auf Barprofile 'nach rechts zu wischen' und sie basierend auf Merkmalen wie Atmosphäre, Live-Musik-Angeboten und Getränkewahlen mit Lokalen abzugleichen. Dieser Start wird durch Forschung unterstützt, die zeigt, dass 64% der Gen Z und Millennials es vorziehen würden, neue Bars über eine Dating-App-ähnliche Schnittstelle zu finden, während 59% der Meinung sind, dass ihr Sozialleben bereichernder sein könnte.
Die Initiative zielt darauf ab, die sozialen Erfahrungen junger Erwachsener zu revitalisieren und die Barbranche zu unterstützen, indem sie den Kundenverkehr steigert. Die Kampagne ist Teil von Heinekens umfassender Strategie für 2025, die darauf abzielt, Bars zu unterstützen und die soziale Interaktion weltweit zu verbessern, nach ihrer Kampagne Pub Succession im März 2025.
- Launch of innovative digital platform to drive customer traffic to bars
- Strategic expansion into digital consumer engagement
- Initiative addresses proven market demand (64% user interest)
- Potential to increase bar venue partnerships and market presence
- initial launch in only two markets (Brazil and Italy)
- Significant investment required in app development and maintenance
- Potential competition from existing bar discovery apps
- Heineken® has unveiled apps in Italy and Brazil that will help young adults find bars the same way they prefer to find love: through swiping
- Global data shows that
67% of young adults* tend to go back to the same bar time again, despite wanting now more than ever to explore new places, have new experiences and meet new people - With dating apps now part of everyday life, Heineken® is blending the words of swiping and socialising - offering consumers a clever and easy new way to match with a new bar and refresh their social life
AMSTERDAM, April 03, 2025 (GLOBE NEWSWIRE) -- Heineken® is shaking up the dating app scene - not for romance, but to help young adults discover new bars and “match” with a more rewarding social life.
The global beer brand has launched ‘Bar Dating’ apps in Brazil and Italy, designed to add a fresh twist to a night out by helping consumers find new venues and break free from their ‘usual’. No longer just a way to connect with new people, consumers will be able to use the apps to “swipe right” on their next (bar) date.
Each bar has a dating profile so consumers can find a match which is just their type. Whether that’s a bar with stacks of personality, one with more laid back vibes, one with a good sense of humour, passionate about live music, or one that simply serves their go-to beer with a side of good conversation.
The Hei app in Brazil will include a Bar Dating feature allowing consumers to match with new bars
Heineken® - which has always strived to foster quality socialising moments - hopes that the launch of the new apps will help younger consumers break free from the sameness, expand their social bubbles and build more real-life connections. It has also been designed to support the bar industry - encouraging more customers through doors. As part of the campaign, Heineken® has worked with bars to give their dating profiles a glow up ahead of the launch of the app to help attract new customers.
The launch comes hot on the heels of new global research revealing that
Despite having the strongest desire to discover new places, have new experiences, and meet new people, the reality is Gen Z and Millennials tend to stick to their comfort zone.
The research found that this was having a knock on effect on how young people felt about their social lives. More than half (
Nabil Nasser, Global Head of Heineken® says, “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. We want to encourage young people to step out of their comfort zones and visit new bars to help build more real-life connections. Speaking to a generation of digital natives, drawing inspiration from the world of dating apps seemed like a natural place to start. Of course, this doesn’t mean you need to break up with your local, simply play the field a little for a more rewarding social life.”
Gone are the days of meet-cutes and blind dates organised by friends, the research shows that the first place Gen Z and Millennials turn when they want to spice up their love lives is apps.
Heineken® found that two-thirds (
Half (
Bar Dating is just one of a number of campaigns launching across 2025 designed to back the bars and support socialisation across the world – and follows the success of Heineken’s® Pub Succession campaign in March 2025.
Notes to editors:
For more information please contact: heineken@wearetheromans.com
About the Bar Dating WebApp (Italy)
Bar Dating is a WebApp that helps you discover great bars and events while effortlessly planning get-togethers with friends to meet at the bar. Access it via bardating.com
About the Hei App (Brazi):
The Hei App is a mobile app designed to help consumers discover new bars in São Paulo, Brazil. With expert curation of São Paulo’s bar scene, the app offers exclusive content and recommendations - all discoverable via swiping, akin to a dating app. The Hei App will be frequently updated with new content and will feature curation by major names in the cultural scene. To download Hei App, simply visit the mobile app store—Google Play or Apple Store—and search for ‘Hei.’ The app is restricted to users aged 18 and over.
Research:
*Heineken® commissioned survey of attitudes to dating and socialising. Sample size of 7,200 adults of legal drinking age across the UK, USA, South Africa, India, Brazil, France, Italy & Egypt). Research conducted by OnePoll, March 2025. Research can be broken down by country and further demographics on request.
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).
Photos accompanying this announcement are available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/98f73964-86b8-443f-b7b6-761f316991fb
https://www.globenewswire.com/NewsRoom/AttachmentNg/d5df1dc5-8c33-45e8-bdf4-f63141872891
FAQ
What is Heineken's (HEINY) new Bar Dating app and where is it available?
How many young adults stick to the same bars according to Heineken's research?
What percentage of young adults want to find bars through dating app-style platforms?
How does Heineken's Bar Dating app fit into their 2025 strategy?
