Heineken® teams up with Amazon to launch “Pubscription”… The world’s first streaming service for nights out

Heineken Pubscription

Heineken is taking the idea of streaming discovery out of the living room and into the pub, and the new partnership with Amazon is built around a pretty familiar problem: people want to go out, see their friends and try somewhere different, but actually deciding where to go can become a whole production before anyone has even left the house.

The new Heineken Pubscription experience uses Amazon Fire TV to help people find pubs and bars based on the kind of evening they want, borrowing the browsing habits people already know from streaming services and applying them to real-world socialising. It is a different way to promote a beer brand, certainly, but the idea behind it is simple enough. Make going out easier.

People have become very good at spending an evening deciding what to watch, scrolling through recommendations, checking categories and eventually settling on something, sometimes without watching much of anything at all. Getting a group of friends to agree on a pub can be just as frustrating, especially when everyone has a different idea of what makes a good night out, whether that means a lively sports pub, a relaxed neighborhood bar or somewhere new that nobody in the group has tried.

Heineken and Amazon are betting that a familiar digital interface can take some of that friction away, giving people another reason to shut off the television and meet face to face. The research behind the launch suggests there is room for that approach, with 55% of surveyed adults worldwide saying they would go out more often if finding somewhere to go were as easy as choosing something to watch.

There is an interesting catch here, because Pubscription is not just a pub finder with a branded name attached to it. The UK pilot also gives eligible users a weekly voucher for a Heineken or Heineken 0.0 at participating Star Pubs, with four vouchers issued each month and smartphone redemption after people discover a venue through the Fire TV experience.

That combination of venue discovery, inviting friends and a beer reward makes the project both a social experiment and a marketing program, one that puts Heineken in the middle of the decision about where a group goes next. Whether people keep using it after the novelty wears off will depend on how useful the recommendations are and whether the participating pubs offer the kind of night people actually want.

Getting people together again. That is the real idea behind this launch, and it comes at a time when streaming takes up hours of people’s days while spontaneous meetups can feel harder to organize than they should. Heineken is now working with Amazon’s Brand Innovation Lab to bring that idea to Fire TV through Pubscription, and the official announcement explains how the UK pilot works, how users can discover participating venues and how the weekly beer vouchers are redeemed.

• New Fire TV experience uses the familiar mechanics of streaming discovery to help people find their next night out
• Users can browse participating pubs and bars by “genre”, invite friends and receive a weekly credit for a Heineken or Heineken 0.0
• The launch comes as over half of adults worldwide say they would go out more often if discovering where to go was as easy as discovering something to watch

AMSTERDAM, Oct. 20, 2026- We’re all familiar with the new era of TV viewing: abundant choice, personalised recommendations and effortless discovery. Streaming has transformed how we discover entertainment, with something to watch just seconds away. Now, that same approach can help people discover where to go out, too.

As much as people love the ease of streaming, they still crave time together IRL. The challenge is that organising a night out can often feel like too much hassle compared to how effortless entertainment discovery has become. In a poll of 15,000 adults worldwide, over half (55%) say they would go out more often if discovering where to go was as easy as discovering something to watch, while almost two-thirds (59%) say they would be more likely to try somewhere new if they had recommendations tailored to their interests and mood.

To make getting together as simple as saying yes to another episode, Heineken^®, the champion of IRL socialising, has collaborated with Amazon to launch ‘Pubscription’, the first streaming service for nights out.

Currently being piloted in the UK, the new Fire TV experience takes inspiration from the simplicity and personalisation of streaming, applying the same approach of deciding what to watch to where to go out. The app helps you find a pub or bar that matches your mood, invite friends and enjoy a free weekly Heineken or Heineken 0.0 together.

Nabil Nasser, Global Head of Heineken, said: “At Heineken, we believe life is better when it’s shared. But as our lives become increasingly digital, creating those moments of real-world connection has never felt more important.

Pubscription uses the simplicity we’ve come to expect from streaming to do something very human: help friends get together, discover a great pub and spend time with each other.

Technology can give us endless ways to be entertained, but nothing replaces the simple pleasure of getting together over a Heineken.”

Developed in collaboration with Brand Innovation Lab, the creative arm of Amazon Ads, Pubscription allows users aged 18+ to browse participating pubs and bars by “genre”, depending on the kind of night they’re after, from lively sports pubs to relaxed local hangouts with friends. Users can subscribe for free via the age-gated Pubscription app on Fire TV and redeem their weekly voucher on their smartphone.

They can then invite friends to join them and discover new places together. Each month, Subscribers will receive four vouchers, which can be redeemed for a Heineken or Heineken 0.0 at any participating Star Pub, with a limit of one redemption per week.

Related Heineken news from mybeerbuzz.com:
Heineken’s new Pubscription streaming service builds on the brand’s ongoing efforts to connect beer with social experiences, new occasions and changing consumer habits, and MyBeerBuzz readers can explore more related coverage in Heineken 0.0 Unveils First Zero Alcohol, Zero Calorie, and Zero Sugar Brew, which covers the brand’s alcohol-free innovation; Heineken 0.0 Adds Flavor to Its Non-Alcoholic Lineup With Two New Offerings, featuring Cold Pressed Lime and Nectarine Juniper; Heineken 0.0 Alcohol Free Beer / Heineken Silver / Heineken 0.0 Nectarine Juniper / Cold Pressed Lime, exploring the wider product lineup; and Heineken Renews Multi-Year Sponsorship as the Official Beer of Major League Soccer, covering another example of the brand’s approach to bringing beer and social occasions together.

Research Credits:
*Heineken commissioned a survey of 15,000 respondents across the United States, United Kingdom, Spain, Brazil, France, Romania, United Arab Emirates, South Africa, India, South Korea.

The global poll of 15,000 adults found:

• Out of those that stream, over half (55%) do so after 6pm on weekends, rising to almost two thirds (63%) on weekday evenings.
• Almost a third (30%) say they make spontaneous plans to meet friends less often than they did five years ago.
• One in three (31%) say they value memories with friends and family most when going out and socialising.
• Over two in five (41%) say having IRL conversations is one of the main reasons they value going out.
  

*Separately, Heineken commissioned Statista to supply global data on streaming and socialising between 2022 and 2025, which shows the rise in streaming:

• Globally, people spent more than two and a half hours a day streaming in 2025, compared with just half an hour socialising, showing how central digital entertainment has become to daily life. Pubscription aims to channel that same enthusiasm into discovering great nights out.
• Annual content viewing hours reached 748 billion in 2025, up 33 billion year-on-year.
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About Heineken^®
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)

Heineken is one of the world’s most recognizable beer brands and the flagship name of HEINEKEN N.V., the international brewing company headquartered in the Netherlands. Founded in Amsterdam in 1864 by Gerard Adriaan Heineken, the company grew from a local Dutch brewery into a global brewing business with operations spanning numerous markets. The Heineken brand has become associated with premium lager, international distribution and marketing built around social occasions, connecting the beer with pubs, bars, restaurants, sporting events and gatherings among friends.

The company’s international reach is a defining part of its business. HEINEKEN reports a portfolio of more than 300 international, regional, local and specialty beer and cider brands, with brewing and production operations across more than 70 countries and a workforce exceeding 85,000 employees, according to the company information supplied in its announcement. This broad presence allows HEINEKEN to serve different consumer markets while maintaining Heineken as its principal international brand.

Heineken Original is a pale lager recognized for its crisp finish, light bitterness and balanced malt character. It has remained central to the brand’s identity as the company expanded into new countries and developed additional products for different occasions. Alongside its flagship lager, the wider HEINEKEN portfolio includes brands such as Amstel, Birra Moretti, Desperados and other regional beers, although product availability varies by market.

Heineken has also invested in beer options designed for people who want to participate in social occasions without consuming alcohol. Heineken 0.0, launched internationally in 2017 and introduced in the United States in 2019, is a non-alcoholic lager developed to retain a familiar beer flavor profile without alcohol. The product has helped the company establish a stronger presence in the growing alcohol-free beer category, where consumers increasingly look for alternatives that fit different schedules, preferences and social situations.

More recent product development has expanded that range. Heineken 0.0 Cold Pressed Lime and Nectarine Juniper introduced fruit-inspired flavors, while Heineken 0.0 Ultimate brought a zero-alcohol, zero-calorie and zero-sugar proposition to selected U.S. markets in 2026. These releases reflect the company’s efforts to offer additional choices while maintaining a connection to its established beer brand.

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