Editorial
##FUERZABAR…IN SUPPORT OF VALENCIA RESTAURANTS & BARS (INTERVIEW WITH HEINEKEN SPAIN)

##24/7 VALENCIA: COULD YOU PLEASE EXPLAIN THE CONCEPT REGARDING SUPPORTING RESTAURANTS & BARS?

HEINEKEN SPAIN: “One year after the coronavirus burst into our lives, radically changing the world we knew, Heineken, Cruzcampo, Amstel’s commitment to the on-trade is more alive than ever. Coinciding with its first anniversary, #FUERZABAR reinforces its value proposition with fuerzabar.es, a new service platform that helps ‘hosteleria’ to optimise time and boost business. It responds to the current needs of Spanish bars and restaurants with useful tools, such as the possibility of carrying out a free self-diagnosis to assess the level of digitalisation, management, hygiene, safety and service of each business.

The HEINEKEN Spain family continues to work with a short, medium and long-term vision to make the situation of our bars a little less difficult and help them in their transformation. It also strives to contribute to improving the employment prospects of the sector, at a time when the hospitality industry accounts for 7 out of 10 job losses in Spain (almost 750,000 hospitality professionals have seen their jobs affected by the pandemic). And it is collaborating with restaurateurs at a particularly delicate time. A good example is the Shutter Ads action with which the HEINEKEN Spain family has sent a message of support to the sector by decorating the shutters of a hundred premises with positive messages. A way of encouraging the population in general, but also the workers and entrepreneurs of the hotel and catering industry. An action that Amstel ‘Made in Valencia’ has led in the Valencian capital.

In the words of Carmen Ponce, Director of Corporate Relations at HEINEKEN Spain: “The challenge remains enormous. The hospitality industry is one of the sectors that has suffered the most in this crisis, in which we have been forced to limit our social mobility and our leisure time. That’s why we in the HEINEKEN Spain family are facing the future by standing firm in our strategy to support the trade – how could we not, when more than half of Spain’s bars are our customers? The spirit of #FUERZABAR is more alive today than ever, with a single objective: to help our bars stay open and boost their businesses.

The demands of the catering industry are clear: direct aid, agility and criteria to apply them, attending to their real needs and, above all, guarantees to be able to continue working and adapt to today’s consumers.

HEINEKEN Spain’s Director of Sales and Distribution to the On-trade, Manuel Román, reaffirms this idea: “We were the first to get involved with the trade, with real and tangible measures to help our bars to keep their doors open and to promote their transformation. The more than 150 million euros we invested in 2020 in direct aid, training, loans to customers and other programmes were just a first step in a commitment that continues to move forward, to further strengthen the value we bring to the hotel and catering industry”. A contribution that in the Valencian Community has translated into 25 million euros during the first year in which this #FUERZABAR movement has been launched and that will continue in 2021, presenting new initiatives.”

WHAT IS ##FUERZABAR?

HEINEKEN SPAIN: “#FUERZABAR evolves and becomes a service platform for the hotel and catering industry (fuerzabar.es) that responds to the current needs of Spanish bars and restaurants. The project has been created thanks to the knowledge that the HEINEKEN Spain family has of the Spanish hospitality industry, as more than half of the bars and restaurants in our country are its customers.

This new portal aims to help owners and staff to be better prepared and informed, allow them to manage their business more efficiently, optimise their time, strengthen their digital skills and find new development opportunities for their business. It also aims to encourage consumption and increase visits to their establishments, meeting the needs of a consumer who is more health-conscious, more price-sensitive, more connected and with new values.

To this end, it offers new tools that facilitate day-to-day management and boost sales, as well as other free functionalities with which the brewery aspires to revolutionise the relationship it maintains with its trade customers. The ordering section, in which each bar can integrate all its suppliers to make purchases easily, quickly and without passwords, is a good example. Or the keg installation assistance service, which can be managed at the click of a button from a mobile phone.

Aware that beer cannot be digitised, but everything else can, #FUERZABAR also includes an advisory programme to digitise on-trade businesses, taking advantage of the latest trends and solutions available to attract today’s consumer. As well as other free tools, to create personalised digital menus in a minute. And opportunities that can help you develop new lines of business through initiatives such as delivery or take away, benefiting from discounts with Glovo, Deliveroo, Mr. Noow or Klimer.

In addition to assessing the situation of their business with the free self-diagnosis tool, hoteliers will have at their fingertips the latest news of interest about COVID-19 and recommendations for the hospitality industry. And they will be able to improve their preparation with the free bar lessons of the digital platform Aula Abierta, in which the Cruzcampo Foundation has more than 20 years of experience training professionals in the sector.

In addition, the #FUERZABAR portal provides all the information necessary to guarantee an excellent beer experience, learn about good pouring and serving practices and enjoy the best sustainable cooling installations, as well as technological innovations such as the Next Beer connected keg installation.”

Interview by 24/7 Valencia team

Copyright 24/7 Valencia

More info: https://www.fuerzabar.es/

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