Heineken has partnered with Amazon to launch a new streaming-inspired platform which allows Brits to browse pubs by category, invite their friends and enjoy a weekly voucher redeemable for a Heineken – or even a Heineken 0.0 if they feel that way inclined – at participating Star Pubs.
“Pubscription” is launching as a UK pilot this week and combines the familiar convenience of streaming services with the atmosphere of Britain’s pubs and bars, allowing drinkers to discover new venues based on their interests, social preferences and mood.
Developed in collaboration with Amazon Ads’ Brand Innovation Lab, Pubscription is available through Amazon Fire TV and introduces a new way of planning evenings out.
Inspired by the personalised recommendations and easy navigation of popular streaming platforms, Pubscription aims to transform the process of finding somewhere to go for a drink into an entertainment discovery experience.
Pubscription is free to join, with subscribers receiving four drinks vouchers each month, limited to one redemption a week. Vouchers can be exchanged at participating Star Pubs.
The launch follows research commissioned by Heineken that highlights the growing demand for simpler and more personalised ways to discover social experiences.
According to the poll of 2,000 UK adults, 38% of Brits said they would go out more frequently if finding somewhere to visit was as straightforward as discovering something to watch on a streaming platform.
Meanwhile, 46% said they would be more likely to try a new venue if recommendations were tailored to their individual interests and mood.
Heineken global head Nabil Nasser said: “We believe life is better when it’s shared. But as our lives become increasingly digital, creating those moments of real-world connection has never felt more important.
“Pubscription uses the simplicity we’ve come to expect from streaming to do something very human: help friends get together, discover a great pub and spend time with each other.”
“Technology can give us endless ways to be entertained, but nothing replaces the simple pleasure of getting together over a Heineken.”
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