Heineken Boosts Bar Incomes by Turning Them into Film Sets

HEINEKEN is strengthening its commitment to the bar industry with the launch of 'Starring Bars' - a new initiative as part of its wider ‘Back the Bars’ platform ideated by creative agency LePub.

The programme will prioritise bars that serve Heineken® beer as filming locations, redirecting commercial production budgets into these businesses. To anchor this effort, Heineken will be creating a global catalogue of these bars as film-ready locations.

As part of the project, Heineken is also inviting movie directors, location scouts and other film industry professionals to consider these bars first when looking for a set. By highlighting these character-rich spaces, the initiative could put bars at the heart of Hollywood storytelling – as authentic settings, while ensuring the bars benefit financially from being featured in film and television productions.

Finding the right venues for film, TV, or advertising productions isn’t easy, but it’s even harder to keep a bar afloat. To tackle both challenges in one; Heineken created ‘Starring Bars’, providing production teams with easier access to real bars they can book for shoots through a growing online catalogue available at www.starringbars.com. The site includes photos, floor plans, and availability, streamlining the scouting
process. By choosing a real bar over a studio set, filmmakers bring added authenticity to on-screen storytelling, while supporting local businesses and communities.

To bring the 'Starring Bars' initiative to life, Heineken is rolling out a dynamic visual campaign that puts bar owners in the spotlight and tells the stories of the people behind these venues. Heineken is also sending moving billboards on a tour of major entertainment hubs to call on filmmakers to explore the catalogue and consider bars as prime shoot locations, with playful messages like 'Hey Director, these bars can handle a drama.'

Nabil Nasser, global head of Heineken brand says, “Bars are more than just places to grab a drink; they are community hubs and cultural landmarks. With 'Starring Bars,' we’re spotlighting these venues and helping open new commercial opportunities to support them. This initiative is about backing the bar industry in a meaningful way, and we’re inviting the entertainment world to be a part of that.”

Bruno Bertelli, global CEO LePub, CCO LePub Worldwide, says, “'Starring Bars' isn’t just about putting bars on screen - it’s about giving these vibrant community spaces the recognition and financial support they deserve. By turning real bars into film sets, we’re connecting the entertainment world with local businesses, showcasing the character of these spaces, and ensuring that they continue to thrive. It’s a creative way to bring storytelling to life while also boosting the bar industry at a time when it needs it the most.”

Each year, Heineken makes a lot of ads and fees for location rentals are a key piece of any ad production budget. Through 'Starring Bars,' that investment will now directly benefit bars – supporting owners and the communities they serve. Heineken aims to build a comprehensive global catalogue of real bars that double as filming locations.

Heineken is all about bringing people together and celebrating the connections that make bars special. 'Starring Bars' reflects this commitment, offering bar owners increased visibility, more foot traffic, and the chance to be featured in film and media.