Heineken is transforming digital group chats into in-person gatherings through its “#SocialOffSocials” campaign, featuring New York Knicks player Josh Hart. The brand created a “Group Chat Bar” in New York inspired by Hart’s group chat, Cold Water, allowing members who are usually scattered geographically to meet and connect over drinks.
This activation is based on Heineken’s “Social Off Socials” study, which revealed that 94% of Americans participate in group chats, but 29% meet their chat groups in person only once a month or less.
The “Group Chat Bar” represents Heineken’s continued focus on encouraging face-to-face interaction, positioning beer as a social catalyst. Alongside Hart’s event, Heineken is running a contest for U.S. groups to win a personalized bar experience, driving engagement on its website and social media.
The study surveyed 1,000 Americans aged 25 to 45 who had used group chats in the past month. Findings showed 80% want to meet their chat groups more often, and 83% feel refreshed after in-person meetups. Additionally, 75% feel closer to their group after face-to-face interaction, with 87% agreeing it cannot be replaced by digital communication.
Heineken’s emphasis on real connections extends beyond this activation. The brand recently satirized an AI companion company to highlight authentic friendships formed over beer and launched an app designed to reduce phone distractions and promote socializing.
However, Heineken faces challenges as alcohol consumption declines in the U.S., with 54% of adults drinking alcohol in 2025—a drop from previous years—and 53% associating drinking with health risks. In response, the company is also investing in nonalcoholic options and campaigns to destigmatize abstention, including promotions for Heineken 0.0.