The brand's concept bar completes renovation to expand capacity and provide an even more qualified experience; HEINEKEN Group reveals plans to open in 5 metropolises this year

The 3.000 square meter space completed recent structural work with the aim of making the visitor experience even more complete and qualified. With the move, in addition to expanding the reception capacity to offer a more modern space to the consumer, the Group also creates more visibility for the market, favoring the strategy of multiply the brand's presence in airports. This is one of the priority focuses of 2024. 

Today, the HEINEKEN Group has 19 concept bar units throughout Brazil, at the airports of Guarulhos, Viracopos, Vitória, Brasília, Curitiba, Maceió, Florianópolis and Confins. In view of consumer adherence to the business model, the brand announces new openings in Recife, Goiânia, Foz do Iguaçu, Fortaleza and Porto Alegre by the end of the year. 

Living Heineken aims to enhance airport terminals, while at the same time redefining the moment of boarding, transforming the wait into a pleasurable moment. “The moment of boarding is seen as just another step before reaching the much-desired final destination, but the HEINEKEN Group knows how to transform any experience into something memorable. We want the waiting time to be remembered with as much affection as the rest of the trip”, says Ricardo Piccoli, Senior Director of Special Channels and Trade at the HEINEKEN Group. The space is also considered a source of inspiration for HEINEKEN Group customers who can replicate the quality of harmonization and service in their establishments. 

Through spaces like this, the idea is to provide memorable experiences for consumers, welcoming them to a premium environment and presenting the group's entire portfolio, accompanied by special pairings. 

Gaining brand exposure and conversion into sales are the central attractions of the business strategy behind this front, which has been gaining strength in the company. “Airports concentrate a large volume of people transiting. In Guarulhos alone, more than 40 million passengers were transported in 2023. We have a well-located point of sale, which was very well received by consumers – a reflection of the quality of the experience offered by the HEINEKEN Group. In partnership with the FIT Group, we offer a portfolio that pleases different palates and a specialized service focused on well-being and generating emotional memories for the client. That's why we're aiming for expansion. We are already talking to new markets so that Living Heineken can reach new destinations”, concludes the executive.