Instead of exchanging currency, travellers received digital vouchers which were redeemable at participating Heineken® partner bars across Europe.
Image: Supplied
For South Africans, a Heineken beer abroad can cost up to three times more than it does at home, so the international brewer has launched a Bureau de Change - you can now buy the beers in Europe at Mzansi prices.
For South Africans travelling abroad, when every round requires a quick mental conversion, the moment starts to feel a little less free. So, Heineken decided to remove the maths by introducing ‘Bar De Change’ - a Bureau de Change, but for beers.
The globalt brewer announced Thursday that it had installed a one-of-a-kind exchange counter at OR Tambo Airport in Johannesburg where travellers can purchase Heineken beers at South African prices before they depart.
Instead of exchanging currency, travellers receive digital vouchers, which are redeemable at participating Heineken partner bars across Europe.
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, said Alex Drake, Heineken Brand Director South Africa.
“South Africans understand better than most how exchange rates can shape everyday experiences abroad,” he said.
“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,” he said.
To bring the idea to life, a group of South African creators travelled to Europe recently, redeeming their Heineken’s across multiple cities and documenting the experience in real time.
Actor Kwenzo Ngobo 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.”
For Candice Coulsen, 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,” said Drake.
Heineken has a portfolio of more than 300 international, regional, local and specialty beers and ciders, produced by some 85,000 employees and production facilities in more than 70 countries. In this country, Heineken Beverages has over 5,000 employees and its brands include Heineken, Amarula, Nederburg, and Klipdrift.
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