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.