Bar Dating: the new web app connecting people and bars in Rome and Milan

An innovative project designed to boost social interaction in Italian bars, enhance the out-of-home drinking experience, and respond to a key insight: 73% of Gen Z and Millennials always visit the same venues—even though they crave more variety.

A new way to experience bars: introducing Bar Dating

Heineken continues to lead in experiential innovation within the on-trade channel with a new initiative that merges the digital world and in-person consumption. Bar Dating is a web app designed to turn bars into true social destinations. The project involves over 40 curated venues across Rome and Milan, aiming to revive the convivial side of drinking and create real-life human connections.

This initiative is a fresh tool to support the social role of bars, reinforcing the value of the physical bar experience at a time when digitalization and individualism often limit opportunities for real interaction.

How Bar Dating works

Bar Dating is a free web app, available without registration and live through mid-July. It works simply: users can geolocate, select a participating venue, and see who is already there or planning to visit. With an intuitive matching and messaging system, users can connect and choose to meet directly at the bar, enjoying a genuine social moment.

Participating venues are marked as “Bar Dating places”, becoming key spots for those looking for a more interactive and engaging night out.

New consumption habits: what Gen Z and Millennials are looking for

At the core of Bar Dating is a study by OnePoll for Heineken, surveying 1,000 Italians from the Gen Z and Millennial demographics. Results show a strong tendency toward routine: 73% of respondents always go to the same venues, even though 49% say they appreciate variety. Furthermore, 58% are actively seeking new places to explore, much like they do with dating apps, and 50% feel their social life lacks excitement.

This is where Bar Dating steps in—addressing the desire to break routines, discover new venues, and overcome the typical challenge of coordinating with friends. The app becomes a tool for sparking fresh social encounters and encouraging users to rediscover their city through its bar scene.

An initiative that supports the horeca sector

Bar Dating meets a dual objective: repositioning bars as essential social spaces and strengthening the horeca network, a key channel for beer in Italy. Data confirms the importance of the on-premise segment, with over 60% of beer being consumed out of home. Projects like this enhance brand loyalty and drive qualified foot traffic to bars.

The campaign aligns with Heineken’s broader strategy of supporting responsible drinking and elevating the quality of time spent in bars—engaging both consumers and hospitality operators in meaningful ways.

Focus on Rome and Milan: two key cities for the on-premise market

Rome and Milan were chosen as pilot cities thanks to their vibrant nightlife, high density of bars, and a target audience of young, urban consumers. Participating venues were selected based on their alignment with Heineken’s brand values, attention to customer experience, and willingness to innovate.

Each Bar Dating place features custom-branded materials to signal participation and encourage customers to use the app—turning a regular outing into a new opportunity for real connection. It’s also a way for bars to stand out, increase visibility, and build loyalty among experience-driven clientele.

Social connection, innovation and brand experience

With Bar Dating, Heineken shows that true horeca innovation lies in enhancing what makes the sector unique: human relationships. In a time when digital tools often disconnect, this project flips the narrative—using technology to foster real-world social discovery.

It’s a campaign tailored for a young, social audience, open to new ways of living the city, while also giving venues a distinctive edge in an increasingly experience-focused market.