Working with a brand-new customer experience team, we travelled around the country to hear first-hand what life was really like for publicans in a post-covid world, and understand what might make the biggest difference in earning more of their future decisions.

We visited pubs, bars and social clubs, speaking to landlords and managers, hearing what was going to make the biggest difference to them when it came to running a successful business. We also looked into the future of the industry, understanding how changing customer behaviours and habits may impact the industry, and how someone like Heineken could best respond.

From spending time with customers, it became clear that the service was more built around Heineken than it was around their business.  These weren’t people who worked traditional 9-5 desk hours; they needed help at closing time on a Friday night when they had a problem. They also valued flexibility around their business, understand the specific challenges their venue may be facing that could be different from a pub even a few doors down.

More than that, though, these were business people. Many weren’t just interested in getting the best beer; they wanted to create successful businesses, keen to leverage Heineken’s industry expertise and be involved in the newest initiatives that could give them a competitive advantage.

This would mean a more human experience, one where the relationship was more that of business partners than supplier and receiver.