The new service, called Pubscription, is being piloted in the UK and allows users to browse participating venues by the type of occasion they are looking for, invite friends and redeem a weekly voucher for a Heineken or Heineken 0.0.
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Users aged 18 and over can subscribe for free through the age-gated Pubscription app on Fire TV.
Free drinks
Subscribers will receive four vouchers each month, with one available to redeem per week at participating Star Pubs.
The service was developed with Brand Innovation Lab, the creative arm of Amazon Ads, and uses a streaming-style interface to group pubs and bars by “genre”, including sports pubs and more relaxed local venues.
Heineken said the launch was intended to make choosing where to go out simpler and encourage consumers to try new venues.
Boosting trade
Research commissioned by the brewer found 38% of UK adults would go out more often if finding somewhere to visit was as easy as discovering something to watch, while 46% said they would be more likely to try a new venue if recommendations were tailored to their interests and mood.
Nabil Nasser, global head of Heineken, said: “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.”
The research, based on a poll of 2,000 UK adults, also found 28% said they made spontaneous plans to meet friends much less often than five years ago, while 53% cited face-to-face conversations as one of the main reasons they valued going out.
