The brewer surveyed consumers across nine European markets, including the UK, and found younger drinkers aged 18 to 29 were more likely than the wider population to visit bars regularly.
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The research also found Gen Z consumers were more likely to associate bars with meeting new people and building social connections.
By contrast, the largest decline in routine bar visits compared with five years ago was recorded among Millennials aged 30 to 45.
More than drinks
Heineken said expectations of the bar experience were also changing, with between 62% and 77% of respondents across the nine markets saying the best bars of the future would need to offer more than drinks.
Food, music, events, atmosphere and opportunities to spend time with others were among the factors highlighted by respondents.
Technology ranked among the lowest priorities, with consumers instead placing greater value on social interaction and welcoming environments.
The research found between 60% and 85% of respondents expected bars to remain important to social life over the next decade, while 83% to 97% said their community or society would lose something if bars disappeared.
The findings follow previous research showing Gen Z consumers are not necessarily abandoning pubs and bars, but are changing how and when they use them.
Previous data found half of Gen Z consumers visited pubs or bars between 8pm and 10pm, above the wider market average, while operators have increasingly adapted offers around experiential and social occasions.
Pub discovery
The research comes after Heineken partnered with Amazon to launch Pubscription, a Fire TV service designed to help consumers discover pubs and bars and encourage visits to participating Star Pubs.
The UK pilot allows users to browse venues by occasion, invite friends and redeem a weekly voucher for a Heineken or Heineken 0.0.
Research supporting that launch 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 somewhere new if recommendations were tailored to their interests and mood.
Joanna Price, chief corporate affairs officer at Heineken, said: “The study shows how much people value bars today, but also how optimistic they are about their future.
“People still want places where they can connect in real life, and bars continue to play a unique role in making that happen.”
The study covered Austria, Belgium, Greece, Ireland, Italy, the Netherlands, Poland, Spain and the UK.
Heineken said the findings suggested there was no single model for the bar of the future, with local habits continuing to shape how consumers socialise across different markets.
