Afterwork is No Longer Just Hanging Out: New Experiences Become the Choice After Work
The end of working hours does not always mean that the activities of urban populations immediately cease. Amidst the commute and heavy traffic, the time after work is increasingly being used to meet friends, try new activities, or simply enjoy the atmosphere before returning home.
This trend has created a space for various ‘afterwork’ activities that combine entertainment, social interaction, and new experiences. One such initiative is introduced through Heineken’s ‘The First Sip’ campaign, which highlights the moment of the first sip as a key part of the post-work experience.
This global campaign is part of the ‘It Could Only Be Heineken’ platform. The concept stems from the idea that something refreshing can make the first moment of enjoyment an anticipated event.
In Indonesia, this concept has been translated through ‘Afterwork by Heinelag Heineken MasterGlass’. The programme was launched at SKYE Rooftop Bar & Dining, Jakarta, offering afterwork activities that blend learning with a relaxed atmosphere.
Through MasterGlass, visitors can learn the Heineken Star Serve standards as well as techniques for the ‘perfect pour’. The activity is packaged as a social experience that allows visitors to try new skills while interacting with others.
Kahfi Arif, Marketing Manager of Heineken PT Multi Bintang Indonesia Niaga, stated that the concept arises from changes in how society enjoys their time after work.
“‘The First Sip’ stems from the simple insight that there are moments worth anticipating. In Indonesia, that anticipation can even begin before working hours have officially ended,” said Kahfi.
According to him, through MasterGlass, the afterwork experience is not only directed towards gathering, but also provides an opportunity for visitors to try new things and meet new people before heading home.
This afterwork concept is also related to the nature of urban life, where the commute home can take a considerable amount of time. Peak-hour congestion means some workers have a gap in time before continuing their journey home.
To support these activities, Heineken has also introduced the ‘No Rush Hour’ programme in collaboration with Grab. This programme is designed to assist consumers in reaching participating venues, ensuring that after-work time can be utilised effectively before the commute begins.
‘Afterwork by Heineken MasterGlass’ will run from August to October 2026 in more than 100 participating outlets across Jakarta, Surabaya, Medan, and Bali. The programme is part of Heineken’s approach to bringing ‘The First Sip’ concept to several cities in Indonesia, turning after-work moments into a space for both socialising and experiencing new things.