Heineken introduced the ‘Heineken Biertegoed’ program in 2016, allowing consumers to save credit for a freshly tapped beer in bars and restaurants when purchasing Heineken products in supermarkets. The concept connected retail and hospitality and was intended to encourage people to visit cafés and bars more often. Through an app, users could enter codes, collect credit, and redeem it at participating venues.

The program was designed as a digital and personalized experience, with the app at its core. By using technologies such as geo-targeting and data analysis, Heineken was able to deliver targeted communication, including campaigns and location-based tips. In addition to strengthening brand loyalty, Heineken aimed to attract new users and engage more directly with consumers through one-to-one communication.

Biertegoed also offered benefits for hospitality entrepreneurs: it helped attract additional visitors to their venues and provided insights through a dashboard with usage data. The initiative was received very positively, with strong participation from hospitality businesses. Heineken viewed the program as an ongoing project that was continuously improved based on data and feedback, with the goal of enhancing both customer experience and revenue.