Who wouldn’t love the experience of visiting the Apple store or Starbucks when going out to have fun and drink with friends? That’s the idea behind Heineken Experience Bars & Clubs, owned by Heineken with the quality and service you know is good!
Heineken wants to reinvent the draught beer experience, make it more personal, so what better to do then start their own bars? When Apple had great products, they didn’t change their product, they greated a bigger experience, by letting you come closer to Apple as a brand. How? The Apple store!
Concept: The reason we buy Draught beer is because we love the freshness, the experience and atmosphere surrounding it. If you think about draught beer, you think about being in a bar, a club, outside on a terrace or on the beach, having fun, laughing, being with friends. It’s like having a day off from reality.
Reinventing the Draught experience doesn’t mean changing it. It means emphasizing on those values and that’s why Heineken should develop their own bars, becoming for beer what Starbucks is for coffee and what Apple is for computers. Reinventing the Draught experience is about reinventing, controlling and owning the experience surrounding it!
This idea is submitted to the Heineken Idea Brewery