Core Insights - Heineken is launching 'Bar Dating' apps in Brazil and Italy to help young adults discover new bars and enhance their social lives, moving beyond traditional dating apps [2][4][5] Group 1: Product Launch - The 'Bar Dating' apps allow users to find bars by swiping, similar to dating apps, with each bar having its own profile [2][4] - The Hei app in Brazil will feature a Bar Dating function to encourage consumers to explore new venues [5][12] - The initiative aims to support the bar industry by attracting more customers through enhanced bar profiles [5][11] Group 2: Target Audience Insights - Global research indicates that 67% of young adults prefer returning to familiar bars, despite a desire to explore new places [4][6] - Many young adults feel their social lives are unfulfilling, with 59% believing it could be more rewarding [8][9] - The research highlights that 21% of young adults are hesitant to try new bars due to concerns about their preferences [7][8] Group 3: Market Trends - Heineken's initiative reflects a growing trend among Gen Z and Millennials who are increasingly using apps to enhance their social experiences [9][10] - The company found that 64% of young adults would like a way to discover new bars through swiping, indicating a shift in socializing habits [10][11] - The campaign is part of a broader strategy to revitalize social experiences and support the bar industry [11]
Love on Tap: Heineken® Launches Dating App for Bars to Help Young Adults Spice Up Their Social Lives