Global beer giant Heineken has instituted what it calls a Bar de Change at Johannesburg’s OR Tambo International Airport, to benefit beer-loving South Africans travelling to Europe. Because of the weakness of the rand relative to other currencies, a Heineken beer in Europe could cost up to 200% more than in South Africa. (Bar de Change comes from Bureau de Change, where foreign currency is bought.) 

However, at the unique Bar de Change counter, departing South Africans can pay for Heineken beers at South African prices and receive, in return, digital vouchers. In Europe, these vouchers can, at participating partner bars, be exchanged for Heineken beers, on a one-for-one basis. The intent is to make buying the company’s beer in Europe less stressful (because of the cost) and more fun for South Africans.

“South Africans understand better than most how exchange rates can shape everyday experiences abroad,” pointed out Heineken brand director South Africa Alex Drake. “As the world’s most international brewer, Heineken exists to bring people together across borders. With Bar de Change, we wanted to remove the friction of currency conversion so travellers can focus on what really matters – sharing social moments wherever they are.”

To promote the concept, Heineken South Africa sent some South African creatives to Europe, to redeem their vouchers in a string of cities. They also reported their experiences in real time.

“It’s such a simple thing that changes everything,” said actor Kwenzo Ngcobo. “You’re not thinking about the price or doing the [currency] conversion, you’re just in the moment, enjoying the city and the people around you.”

“It turns something small into something memorable,” stated content creator Katlego. “Your first beer in a new city already feels like home.”

Heineken has breweries and cider production facilities in more than 70 countries and employs more than 85 000 people. Its product range embraces more than 300 beers and ciders, divided into international, regional, local and speciality brands.