Bars need life as much as life needs bars
May 2020. Following lockdown orders, bars around the world begin to close. With rent still due, many owners face the grim possibility that closing for lockdown meant closing for good. To help bars stay afloat, Heineken creates Back The Bars. A “Pay Now, Enjoy Later” platform that lets patrons buy drinks while bars are closed now and enjoy them when they re-open. Heineken shows additional support by matching every beverage purchase with a donation. In six months, Back The Bars has sold 218,000 beers and raised over 10 million euros for closed bars to stay open for good.