Heineken ‘Back the Bars’ Campaign Raises €8.2 Billion
Heineken, working alongside a number of business partners, has launched a voucher system, with which people can support their favourite bar or restaurant, as most hospitality outlets remain closed due to the COVID-19 crisis.
As part of the 'Back the Bars' initiative, consumers will be able to redeem the vouchers once the restrictions have been lifted and the particular bar or restaurant re-opens.
In the past two months, over 218 000 vouchers have been issued, with more than €8.2 million being paid directly to beneficiary outlets, which have enabled them pay their fixed costs.
The initiative is currently in operation in 17 countries, with a further five countries due to launch imminently.
'It goes without saying that these on-trade outlets are highly valued partners of Heineken and key to our hospitality industry worldwide,' the company said. 'So we have dedicated significant time and effort to help our friends when they need it the most.'
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Elizabeth Schroeder. Click subscribe to sign up to ESM: The European Supermarket Magazine.