Love on Tap: Heineken® Launches Dating App for Bars to Help Young Adults Spice Up Their Social Lives

• 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
• The campaign, ideated by creative agency LePub, invites users to “date” different bars, fostering dynamic and diverse nightlife experiences
• 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 3, 2025: 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.

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 67% of young adults (Gen Z and Millennials) worldwide admit they tend to play it safe and go back to the same bar time and time again when socialising with friends.

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. 21% are worried about going somewhere they wouldn’t like, 18% say it is too hard to please all their friends, and 15% say they are overwhelmed by choice.

The research found that this was having a knock on effect on how young people felt about their social lives. More than half (59%) admitted they didn’t think it was as rewarding as it could be, with a third (34%) wishing their social life involved more new experiences and a quarter (23%) of Gen Z saying it lacked a certain ‘spark’.

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.”

Bruno Bertelli, Global CEO LePub, CCO LePub Worldwide, says: “Bar Dating combines the spontaneity of dating apps with the excitement of exploring new bars, offering a fresh way to revitalize social connections. It’s about breaking the routine, discovering unique spots, and turning every night out into an adventure that sparks new bonds and energizes social interactions”.

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 (64%) would like a way to find new bars the same way they swipe through dating apps. And with a similar number (63%) saying they’d be happy to consider an open relationship with their local, it’s clear monogamy will not be an issue.

Half (47%) don’t think social experiences should be limited to one place and the same people and two in five (37%) believe discovering new places could keep their social life fresh, stimulating and exciting.

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.

CAMPAIGN NAME: BAR DATING
 
Heineken Global
Head of Global Heineken® and Premium Brands: Nabil Nasser
Heineken® Global Brand Strategy and Communication Director: Daniela Iebba Heineken® Global Communication Manager: Guilherme de Marchi Retz Heineken® Global Communication Manager: Nalini Bhagwandin
Heineken® Global Communication Manager: Alessandra Cavarra
Heineken® Brand Global PR Lead: Jonathan O’Lone
Heineken® Brand Global PR Lead: Joey Brophy
Heineken® Global Head Digital Consumer Innovation: Natacha Volpini Heineken® Global Digital Manager: Laurens Griep
Heineken® Global Digital Manager: Bob van Iersel Heineken® Global D&T Project Manager: Paul Suurmeijer
Heineken Brazil
Heineken® Brazil Marketing Vice President: Cecília Bottai Heineken® Brazil Sr. Marketing Director: Eduardo Picarelli Heineken® Brazil Sr. Marketing Manager: Elbert Beekman Heineken® Brazil Marketing Manager: Fernanda Leitão Heineken® Brazil Growth Manager: Estela de Olivera Marcondes
Heineken® Brazil Head of Brand PR, Communities & Influence: Adriana Teixeira Heineken® Brazil Brand PR: Camille Nunes, Pedro dos Reis Duarte
Heineken® Brazil Brand Experience and Sponsorship Director: Guilherme Bailão Heineken® Brazil Brand Experience and Sponsorship Manager: Rafael Golfe
Heineken® Brazil Brand Experience and Sponsorship Team: Thais Gonçalves, Alan da Silva Nascimento, Paul Robert Alampi
Heineken Italy
Heineken® Italy Marketing Director: Michela Filippi Heineken® Italy Marketing Manager: Myrsini Tsoukaki Heineken® Italy Sr. Brand Manager: Alice Divišová
Heineken® Italy Brand Manager: Elena Bellini, Virginia Campitiello Heineken® Italy Jr.Brand Manager: Davide Pavoni
Heineken® Italy External Communication Manager: Ilaria Zaminga Heineken® Italy Jr. Communication Specialist: Sofia Devecchi
Heineken® Italy Media & Integrated Communication Manager: Luca RImoldi Heineken® Italy Digital & Media Manager: Veronica Bianco

COMMS CAMPAIGN
 
LePub Milan
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli Global Chief Creative Officer: Cristiana Boccassini
Co Chief Creative Officer: Mihnea Gheorghiu
Global Executive Creative Director & Chief Invention Officer: Andrey Tyukavkin Executive Creative Director: Eoin Sherry
Executive Creative Director: Felipe Ferreira Creative Director: Corina Patraucean Creative Director: Rainor Marinho
Head of Art: Andrea Ferlauto
Associate Creative Director: Giulia Trimarchi Associate Creative Director: Gian Marco Panichelli
Associate Creative Director Digital Art & Design: Valentino Borghesi Associate Creative Director: Geo Joseph
Senior Designer: Fabio Iacomino Junior Designer: Peter Sjo
Art Director: Emanuela Gein Lombardi Copywriter: Natasha Anatra
Global Head of PR & Communication: Isabella Cecconi Senior PR Manager: Luca Orioli
 
Head of Strategy: James Moore Senior Strategic Planner: Alex Moore Strategic Planner: Davide Brock Experience Strategist: Filippo Riccardi
Global Client Service Director: Shirine Aoun Global Client Service Director: Ilaria Castiglioni Group Account Director: Luigi Palma
Account Executive: Candida Franchi
Chief Production Officer: Francesca Zazzera Head of TV Production: Anna Sica Producer: Giada Sidoti
Art Buyer: Caterina Collesano, Giorgia Bellondi
Production & Print Manager: Daniela Inglieri, Tina Paolella
 
LePub São Paulo Copresident and CCO: Felipe Cury Copresident and CSO: Aldo Pini
Executive Creative Director: Greg Kickow, Rafael Alves
Creative Director: Yan Prado, Leandro Vilas Boas, Leone Damiao Associate Creative Director: Leandro Valente, Raphael Valenti Copywriter: Maria Eduarda Galvão
Art Director: Kaynã Michelin
Creative Production Director: Caio Rodrigues Creative Production Manager: Beatriz Takahashi
Senior Creative Producer: Fernanda Ceratti, Yuri Westermann Operations & Business Executive Director: Aline Garcia
Account Director: Gabriela Ferrante, Juliana Dantas, Larissa Neves Account Manager: Lucas Araque, Marina Roge
Content Director: Dayana Teixeira Content Manager: Thais Vargas Content Supervisor: Karina Silva Community Manager: Gabriele Prieto
Executive Strategy Director: Mariana Corradi Strategy Director: Marília Duran
Strategy Manager: Mansur Atique, Estela de Luca Media Director: Priscilla Leite
Media Manager: Jussara Bezerra
 
Chief Communication Officer: Paula Ganem Communication Manager: Mafê Malozzi
 
Photographer, Editor, and Coloris: Thiago Britto Executive Producer: Ana Carolina Toledo
 
 
APP/WEBAPP DEVELOPMENT
LePub Milan
Copywriter: Zelda Ridgway Motion Designer: Dario Lipani 3D Artist: Francesco Boccadoro
Digital Producer & Project Manager: Kejsi Haxhi
LePub Amsterdam
Head of LeGarage Amsterdam: Francois Rousseau Digital Production Lead: Keefe Cordeiro
User Experience Designer: Greta Bosisio Digital Creative: Alejandro Gutierrez Copywriter: Nikolay Malchev
Digital Creative: Daniel Vazquez Seoane
 VIDEO PRODUCTION                                                                                                           
Director: Jake Dypka
Production Company: Wanda Production Executive Producer: Anthony Bargis
Line Producer: Yannick Lebot EP (Local): Aurimas Pukevi
Head of Production (Local): Ramojus Petrauskas Line Producer (Local) : Vytautas Jakutis Production manager (Local): Ema Cielyt
DOP: Nicholas Morris
1st AD: Jacques Eberhard Production Designer: Lucie Libotte Liquid Stylist: Schaschky
Costume designer: Liate Cohen
 VIDEO POST PRODUCTION                                                                                                
Editor Dir Cut: Jack Singer @ Stitch
Editor offline main film : Stuart Greenwald
Editor offline digital film: Tommaso Bianchi/Andrea Besana Post Production: Prodigious
Head of post production: Alfredo Beretta Post Production Producer: Camilla Colabona Editor online: Luca Fornaciari
Colour Grading: Company 3 Colourist: Matthieu Toullet Colour Producer: Kerri Aungle
Post audio: Disc To Disc Productions Milano Sound design & Mix: Antonio D’Ambrosio Audio Producer: Paola Calovi
MUSIC
Music Company: Sizzer
Consultancy & Supervision: Richard Aardenburg, Veronika Muravskaia

 Song: “I Want to Know What Love Is”
Artist: Foreigner Writer: Mick Jones Label: Atlantic Records
Publisher: © Somerset Songs Publishing (GMR) All rights administered by Warner Chappell Music Holland B.V.
 PHOTO PRODUCTION                                                                                                          
Photographer: Francesco Bittichesu Retouch: MGCR Studio – Mattia Giani Production Company: Wanda Production
Photographer for Milan’s Bars+ retoucher: Andrea Donadoni Photographer for Roma’s Bars+ retoucher: Marco Meomartini Set Designer: Erika Viola
Production House : ARTALENTS srl Producers : Alessandra Ruiu e Giovanna Ruiu
 
The Romans (PR strategy and global coordination)
Managing Director: Kate Brazier
Associate Creative Director: Jordan Kavanagh Senior Account Director: Sophie Lambert-Russell Account Director: Normandie Tottman
Dentsu global
Global Strategy Partner: Simon Bielby Global Account Director: Milo Meulenkamp Senior Client Manager: Fagan Hughes Planning Lead: Cristel de Ridder
 
Dentsu Italy
Client Director: Silvia Moroni Business Partner: Nicoletta Mirra Video Leader: Daniela Oppes Digital Leader: Francesca Anzani Client Manager: Silvia Scalzi OOH Specialist: Serena Marotta
Communication Strategy Director: Silvia Garagnani Communication Strategist: Angelo Osma
Head of Branded Content: Sara Borsani Branded Content Manager: Nicolò Smerilli

DENTSU Brazil – Digital Media Executive Business Director: Caroline Bassi Media Director: Raphael Cunha
Media Manager: Cleberson Luque Business Manager: Ana Carla Melo Sartori Business Supervisor: Julia Santos
Media Supervisor: Jullyana Ferreira
Media Sênior Analyst: Maria Eduarda Custodio Programmatic Media Manager: Tiago Holanda
Programmatic Media Analyst: Lucca Martins Gomes, José Rafael Bezerra
 
CÍRCULO CRM
Project Manager – Camila Moura Planning leader – Aline Fanti Editor – Marina Costa
Creative Director – Polyana Tarquinio
Marketing Cloud Senior Analyst – Otavio Ikegami
 
LEMA+ | Community & Influencer e Press
CO-Founder & COO: Letícia Zioni Partner & CCO: Guilherme Maia Account Manager: Maria Puebla
Services and Project Manager: Felipe Klingelhoefer Creative Strategy Manager: Felipe Vaitsman Creative Strategy Coordinator: Sidney de Oliveira Strategy Leader: Andrés Piza
Creative Strategist: Domênica Pinheiro Creative Copywriter: Stella Carvalho Creative Art Director: Ruan Araújo Creative Art Director: Daniel Magalhães
Community & Influencer Coordinator: Gabriela Rossi Community & Influencer Specialist | HNK Regular: Maiara Vieira Community & Influencer Specialist | HNK 0.0: Guilherme Alves Community & Influencer Assistant: Artemis Pantazopoulos Press Officer Manager: Luís Dolci
Press Officer Coordinator: Piero Rossini Press Officer: Mayara Grosso
Press Officer Assistant: Fernando Bocardo
 
ATENAS | Brand Experience Agency
CEO: Denise Garrido VP: Quercia Andrade
Operations Director: Miucha Benetti Business Director: Renata Bernicchi Account Director: Carla Cipullo
Project manager’s: Isa de Lucca and Simone Gomes Creative Director: Luciane Mônaco
Copywriter: Thiago Campelo Copywriter: Pedro Paulo Piva Art Director: Thiago Sindeaux Art Director: Pedro Paoliello
Director of Scenography: Diego Ognibeni Director of Scenography: Wado Gonçalves Head of Strategy: Vinícius Lotti
Strategic planner: Rike Volpato and Fernanda Tiozo Production Director: Soraia Zillochi
Production Manager: Tatiani Patrício
Production Executive: Pedro Pereira and Raphael Nelli Artistic direction: Camila Vaz
 
INC PR Agency
President and CEO: Pasquale De Palma Vice President: Paolo Mattei
PR Director: Novella D’Incecco
PR Manager: Alessandra Dinatolo
Senior Media Relations Specialist: Virginia Matteucci Media Relations Specialist: Arianna Brasca
Media Relations Specialist: Lucia Severi Junior Media Relations Specialist: Mina Rizzi
NSS
CEO & Co-Founder: Walter D’Aprile
Senior Project manager: Carmen De Cristofaro Project Manager: Camilla Rosi
Social Media manager: Giorgia Gaddini PR & Talent manager: Gianpieer Castillo Senior Producer: Giada Tinelli
Head of Editorial Content nss magazine: Francesco Abazia Head of Social Media nss magazine: Ilaria Grande