Heineken is aiming to bring the Eighties’ staple of working from the pub into the 21st century – with a twist – by renaming pubs The Office to spotlight one of the only good things about being forced back to the workplace: the return of after-work socialising.
Devised by agency LePub, the brand is offering a free pint of Heineken Original or Heineken 0.0 for workers and their colleagues at more than 1,000 pubs, Monday to Friday from 4:59pm.
The after-work social has long been a British tradition, fostering connections and fuelling productivity. Some 78% of workers polled said after work socialising is a good way to meet new people and contacts. A further 32% said they have their most honest conversations at the pub, while 74% of Gen Z claimed they have their best work ideas not at work, but at the pub social straight afterwards.
And, as any old soak will tell you, they are also doing their bit to keep the economy going. In fact, a new report by the Centre for Economics & Business Research shows that every £10 spent on after-work socialising brings an additional £13.40 to the wider economy. In fact, after-work socialising is set to generate an aggregate economic footprint of £28.9bn in the UK 2025 alone, and the sector supports a massive 300,000 full-time equivalent jobs.
Heineken global head Nabil Nasser said: “The return-to-office chat continues to stir up debate. After years of video calls and virtual cheers it’s safe to say that while we might not miss the office, we’ve certainly missed those real, in-person laughs with our colleagues. At Heineken, we’ve always believed the best moments happen when people get together, so this month we’re raising our pints to ‘circling back’ to our colleagues – at the pub.”
LePub Worldwide global CEO Bruno Bertelli said: “The shift back to full-time office work has brought to light how vital informal social interactions are to workplace culture and creativity.
“‘The Office’ campaign taps into this insight by transforming pubs into extensions of the workplace, spaces where authentic conversations flow naturally after hours. By reimagining the pub as part of the office environment, we’re seamlessly encouraging colleagues to reconnect, collaborate, and innovate outside the formal desk setting.”
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