Heineken has launched a new initiative called “Group Chat Bar” as part of its ongoing “#SocialOffSocials” campaign, aiming to transform digital group chats into real-life connections. The activation features New York Knicks player Josh Hart and recreates elements from his group chat, Cold Water, in a New York bar. Members of the group, who rarely meet due to geographical distances, gathered for a night of in-person socializing over drinks.
The campaign draws on findings from Heineken’s “Social Off Socials” study, which revealed that 94% of Americans participate in group chats, yet 29% meet their chat groups in person only once a month or less.
Heineken’s new activation continues its focus on fostering genuine social connections through shared experiences, positioning beer as a facilitator of face-to-face bonding. Beyond Hart’s Cold Water pop-up, Heineken is hosting a contest offering one U.S.-based group chat a personalized bar experience. Participants can enter on Heineken’s website or via social media, encouraging further online engagement.
The study involved 1,000 American consumers aged 25 to 45, surveyed in October 2025. Results show 80% of regular group chat users want to meet up more often, with 83% feeling refreshed after gatherings. Three-quarters reported feeling closer to their groups after meeting face-to-face, and 87% said nothing can replace in-person interaction.
Heineken remains committed to its theme of real connections, previously releasing an app that limits smartphone use to encourage socializing and mocking AI companions with an out-of-home ad promoting friendship over beer.
Despite these efforts, the brand faces industry challenges: alcohol consumption in the U.S. declined to 54% of adults in 2025, a four-point drop from the previous year. Additionally, 53% of Americans view drinking as harmful to health. In response, Heineken has expanded into non-alcoholic alternatives, including a campaign launched in January to reduce stigma around alcohol abstention.