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How Heineken shook up the beer market

Once there was an ambitious Dutch brewery that wanted to lead the beer market.

Everyday since 1864 they made beer of consistent quality. Almost everywhere in the world their beer is available.

But one day they realised that their retail customers do not regularly go out and enjoy their beers in a cafe or restaurant.

Because of that they came up with a new concept. For every crate of beer you order at the supermarket you get a point of biertegoed by entering a special code in the accompanying mobile app. The word biertegoed is a Dutch wordplay, which means "beer credit", but sounds like beltegoed which means calling credit. You can use this in bars, cafes, restaurants and clubs to get free beer! Every point is worth a Heineken lager.

Because of that over 2000 cafes in the Netherlands joined this initiative. They love this concept! Now visitors stream in who normally would not visit. After using their credit, they buy drinks like regular guests. Heineken customers also love the concept. Not only do they get free beer, but the app actually helps them discover cool places. It makes their life more dynamic and interesting.

So nowadays people do visit cafes more often, as Heineken intended, but then Heineken got resistance from one of the two ruling political parties and from health organisations. They are worried that “biertegoed” will increase alcohol consumption.

Ever since this campaign took off Heineken customers regularly stumble upon new cafes. Many of them live more spontaneous lives. Even if you left your wallet at home, with “biertegoed” you can still go to the bar and get a drink for your date and yourself!