In support and celebration of the re-opening of pubs, Heineken and Lion are giving all staff in Sydney, Canberra and Melbourne a $150 voucher to spend up at the local.
In November a total of 1,500 Lion team members from the NSW, ACT and Victorian capitals are set to receive a voucher, tabbing $225K to be spent in venues across Australia that pour Heineken, for “fellow customers, colleagues, friends or family”.
The program is part of encouraging colleagues to re-unite over a Heineken, meal and a chat, and follows a survey of Lion Australia employees conducted during COVID-19 lockdowns, finding 74 per cent said social connection was the most attractive aspect of returning to offices.
It also ties in with Heineken’s ‘Back to the Bars’ creative, continuing the #socialiseresponsibly campaign launched in Europe, aiming to support the hospitality industry while reminding consumers to behave responsibly. The campaign’s call to action is “socialise responsibly to keep bars open”.
Not lost in the message is that respecting safety regulations in the ‘new normal’ will itself be part of helping venues remain open.
City offices have been empty for much of 2021, but November is tipped to be the month city life begins to return, and destined to be the month for getting back to the pub.
“Given the unprecedented circumstances we find ourselves in, we looked at how we can play a part in helping our consumers cope with the current situation, and also specifically at how we can support our on-trade partners to weather the extremely challenging business climate,” offers Heineken Australia Country Manager Willemijn Sneep.
“We are so pleased to be able to support our customers in this way to coincide with re-opening and a return to after-work beers.”