Heineken Launches 'Starring Bars' Initiative to Support Local Bars Through Film Production

Heineken has introduced a new global initiative called *Starring Bars* to support local bars by turning them into film and commercial shoot locations. As part of its broader *Back the Bars* platform, Heineken will redirect commercial production budgets into bars that serve its beer by promoting them as authentic, ready-made filming venues. A digital catalogue of bar listings, complete with photos and floor plans, is now available at www.starringbars.com. The campaign includes outreach to filmmakers and industry professionals, along with moving billboards in major entertainment hubs. This effort aims to provide bars with new revenue streams and increased visibility while enriching on-screen storytelling with genuine community settings.

Heineken® Takes the UEFA Champions League Trophy on a Worldwide Journey to the Hardcore Fans in Asia & Africa


Heineken® is bringing the magic of the UEFA Champions League (UCL) closer to devoted football fans by launching the 2025 UCL Trophy Tour across Asia and Africa. With stops in Vietnam, Indonesia, South Africa, Zambia, and Kenya, the tour offers a rare opportunity for fans—especially those who have never set foot in a stadium—to witness the iconic trophy up close and experience the thrill of matchday in their home countries.

Football legend Bastian Schweinsteiger, a past UCL winner, will accompany the trophy on its journey. At each stop, Heineken® will host engaging activities that recreate the energy of live games, celebrating the unmatched passion of fans around the world.

In Vietnam, where fans are known to wake at 2 a.m. to watch matches, Heineken® is hosting a special 24-hour outlet experience with a live screening of the Quarter Final alongside Schweinsteiger. In South Africa, where millions stream games solo on smartphones, Heineken® created a synchronized phone wall display, allowing fans to share in the excitement together.

This initiative builds on Heineken®’s 30-year partnership with UEFA, which has already brought the Champions League to over 30 countries. With this year’s tour, the brand continues to recognize and reward fans’ unwavering dedication.

According to Nabil Nasser, Global Head of the Heineken® Brand, the tour is a celebration of those who “sacrifice sleep, data, or time” to follow their teams. The events will include meet-and-greets with Schweinsteiger and immersive fan experiences, underscoring Heineken®’s commitment to honoring the global football community.

Guy-Laurent Epstein, Co-Managing Director of UC3, praised the effort, saying the tour showcases the global spirit of the Champions League and Heineken®’s ongoing support for passionate fans around the world.

Heineken Launches Bar Dating Apps in Italy and Brazil to Refresh Young Adults’ Social Lives

Heineken has launched innovative "Bar Dating" apps in Brazil and Italy, designed to help young adults break out of social routines and discover new bars using a familiar dating app-style interface. With global data showing that 67% of Gen Z and Millennials tend to revisit the same venues despite a desire for novelty, the campaign aims to make social exploration easier and more enjoyable.

The new apps let users “swipe right” on bars with different vibes and personalities—whether they favor live music, a laid-back atmosphere, or simply good beer and conversation. Bars have been given their own profiles to attract new visitors, supported by Heineken’s efforts to revitalize the bar scene and support local establishments.

Research by Heineken reveals that while young adults crave new experiences, many are hesitant to try unfamiliar venues due to fear of disappointment, difficulty coordinating with friends, or feeling overwhelmed by options. As a result, 59% feel their social lives lack fulfillment, and 34% wish for more variety.

Heineken’s apps respond to this gap by combining technology with real-world connection. In Brazil, users can explore São Paulo’s nightlife via the Hei App, while in Italy, the Bar Dating WebApp allows easy bar discovery and event planning. Both tools are designed to support spontaneity, community, and more dynamic social engagement.

This launch is part of Heineken’s broader 2025 strategy to champion socialization and bar culture, following earlier initiatives like the Pub Succession campaign.