Heineken® has launched a “bar dating” web app for Gen Z

Heineken® is transforming the world of dating with the launch of the innovative web app Bar Dating, which helps consumers find the perfect bar in a simple and fun way. Heineken® decided to seriously boost the social lives of young Italians after conducting market research with rather surprising results: 73% of young people keep going to the same places, even though almost half (49%) say they are looking for new connections. This big paradox inspired the idea of Bar Dating, a fun and intuitive tool that helps break out of your comfort zone and usual routine. The new web app by Heineken® not only revolutionizes dating but also the way we experience bars. On the platform, you can discover venues in Milan and Rome that are part of the initiative — perfect for those tired of their neighborhood spots but not in the mood to spend hours scrolling through online reviews. The mechanism is one we know well: swipe, choose, match. But instead of people, you’ll find bars with different vibes, a cold Heineken, and maybe — who knows — some unexpected encounters.

Photo taken in the Hambirreria Shipyard in Corso Garibaldi 104

Photo taken in the Hambirreria Shipyard in Corso Garibaldi 104

Photo taken in the Hambirreria Shipyard in Corso Garibaldi 104

From the survey conducted by Heineken® on a sample of 1,000 young Italian Gen Z and Millennials, several interesting data points emerged. One of them is that 1 in 2 young people feel dissatisfied with their social life, even though bars in Italy have always been the backdrop to unforgettable stories. Heineken® is inviting all young Italians to add a little spice to the monogamous relationship they often have with their regular bar and to open up to new experiences, proposing a “open relationship with bars”: if it’s true that bars are a bit like relationships, it’s fair to say that sometimes we need a shake-up, an adventure to feel something new. Tommaso Zorzi, ambassador of the initiative, who was shot inside Cantiere Hambirreria in Corso Garibaldi 104, with his usual irony, said the truth we’re all thinking. «Sticking to the same habits is comforting, but let’s be honest: monotony doesn’t spark fireworks. Like in every relationship, you need something new.»

Photo taken in the Hambirreria Shipyard in Corso Garibaldi 104

Photo taken in the Hambirreria Shipyard in Corso Garibaldi 104

Photo taken in the Hambirreria Shipyard in Corso Garibaldi 104

To celebrate the launch of the new Bar Dating web app, Heineken® has organized two unmissable weekends in Rome and Milan on May 9–10 and May 16–17, respectively. It will be an opportunity to celebrate and discover a new way of experiencing social life, with immersive activities, venues to explore, and of course, beer won’t be missing. Tommaso Zorzi will be a main presence, along with many other creators, to share every moment of this mini night-time revolution. Additionally, the venue owners involved have updated their profiles on the web app to make every match more interesting, personal, and authentic. A boost for the bars, but also for those looking for new experiences. As highlighted in Heineken®'s report, in 2025, the concept of going out needs to be reimagined. The brand understood that the issue isn't the lack of places but the lack of a reason to try them. With Bar Dating, we finally have the chance to taste the flavor of discovery.

Discover participating venues and sign up for the events at bardating.heineken.com