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Heineken app invites off-premise drinkers to head to on-premise

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The Dutch unit of Heineken has launched an app designed to encourage off-premise consumers in the country to buy a Heineken in the on-premise.

Consumers of Heineken in the off-premise will earn credit to buy a beer in the on-premise

Consumers of Heineken in the off-premise will earn credit to buy a beer in the on-premise

Heineken Biertgoed, which translates as Heineken Beer Credit, has been available to Dutch consumers since earlier this month. The app takes a code on the packaging of Heineken in the off-premise and gives the user credit to buy a draught Heineken in a bar or restaurant.

Around 2,000 on-premise outlets in the country have signed up to be included in the app. Bars and restaurants can include their own details to consumers via the app.

"Heineken Biertegoed offers Heineken drinkers tips and inspiration, provides retailers with a continuous innovative promotion and attracts new visitors to bars and restaurants," said Heineken Netherlands this week.

"We are always looking for new opportunities to add value to our business partners and consumers," said Evelien Sanders, director of retail at Heineken Netherlands. "I think this is … a good example of how innovative activations in retail and HORECA can amplify each other."

The Heineken Biertegoed app is available only in the Netherlands through iTunes and Google Play.

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