To support bars that have been hit by the pandemic, inflation and staff shortages, Heineken launched a platform offering financial and practical help. Over four years, ‘Backing The Bars(opens in a new tab)’ invested more than €6.8m, supporting over 5500 bars with initiatives like turning shuttered bars into ad spaces and converting billboards into solar panels. It helped to grow sales by 6.95%, with 13.3% more bars stocking Heineken.

BACKING THE BARS
A long-term commitment from Heineken to keep bars alive