[PARTNER CONTENT] For South Africans, a Heineken® beer abroad can cost up to three times more than it does at home. And that changes something important – how much we can socialise when travelling abroad.
Because when every round requires a quick mental conversion, the moment starts to feel a little less free. So, Heineken® decided to remove the maths. Introducing ‘Bar De Change’ – a Bureau de Change, but for beers.
At OR Tambo International Airport in Johannesburg, Heineken® installed a one-of-a-kind exchange counter where travellers could purchase Heineken® beers at South African prices before they departed. Instead of exchanging currency, travellers received digital vouchers which were redeemable at participating Heineken® partner bars across Europe.
One beer there = one beer here
The result? At selected partner bars across Europe, a Heineken® could cost the same as it does back home. One beer there = one beer here, making it easier for South Africans to keep socialising and sharing moments wherever their travels take them.
“South Africans understand better than most how exchange rates can shape everyday experiences abroad,” says Alex Drake, Heineken® Brand Director South Africa. “As the world’s most international brewer, Heineken exists to bring people together across borders. With Bar De Change, we wanted to remove the friction of currency conversions so travellers can focus on what really matters – sharing social moments wherever they are.”
In the moment
To bring the idea to life, a group of South African creators travelled to Europe, redeeming their Heineken’s across multiple cities and documenting the experience in real time.
Actor Kwenzo Ngcobo captured the simplicity of the idea, “It’s such a simple thing but it changes everything. You’re not thinking about the price or doing the conversion, you’re just in the moment, enjoying the city and the people around you.”
Content creator Katlego added, “It turns something small into something memorable. Your first beer in a new city already feels like home.”
And for Candice Coulsen (Kandis Kardash), it was about what the idea represents, “Travel is about new experiences, but this makes you feel connected straight away.”
Bar De Change was launched out of South Africa, a country where the impact of exchange rates is felt every time people travel. But, if the Rand ever strengthens, we’ll make sure the next round is on us.
HEINEKEN is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brewing a Better World”, sustainability is embedded in the business.
HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).
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