#United States #New York #US Open #Heineken 0.0 #Benito Skinner

Heineken® 0.0's Bold Push for Alcohol-Free Socializing

Heineken® 0.0 has taken a significant step to reshape social norms surrounding drinking with its newly launched initiative, "0.0 Reasons, 0.0 Judgment." This innovative campaign focuses on promoting alcohol-free moments, emphasizing that everyone should feel comfortable enjoying non-alcoholic beverages without societal pressures. The campaign is set against the backdrop of the prestigious US Open tennis tournament, held annually in New York City, a perfect venue for this message of inclusivity and moderation.

As part of the initiative, Heineken® 0.0 is also rolling out its popular L0VE.L0VE cans nationally for the first time. These uniquely branded cans not only celebrate the game of tennis but also serve as a symbol of non-alcoholic enjoyment in social settings. The L0VE.L0VE cans will be available in local retailers, encouraging fans and consumers alike to participate in healthier celebrations during the event.

Launching on August 25, the campaign commenced in New York's Grand Central Terminal, where Heineken® 0.0 introduced a troupe of comedic "0.0 Refs" stationed in tennis judge chairs. These individuals, led by content creator and actor Benito Skinner—known to many as "Benny Drama"—handed out compliments while distributing prizes, including ice-cold Heineken 0.0s and US Open tickets. Such interactions aimed to highlight that enjoying a non-alcoholic beverage can happen in any scenario, encouraging passersby to relish moments without needing a justification.

Recent surveys reveal a startling trend among younger demographics: 45% of Gen-Z and 32% of Millennials feel pressure to conform in social situations by consuming alcohol. Furthermore, over one-third of Gen Z expresses anxiety about judgment from peers regarding their drinking choices. Heineken aims to change this narrative through its new campaign, fostering an environment where everyone can socialize authentically, whether they drink or not. Alison Payne, CMO of HEINEKEN USA, states, "In a world full of critics, Heineken 0.0 is tackling stigma head-on during the US Open. It reminds folks that just like you don’t need a reason to spread positive energy, you don’t need a reason to enjoy an alcohol-free brew."

During the US Open, fans can enjoy Heineken's complete beverage portfolio at various venues across the grounds, including the Red Star Patio Cafe and Louis Armstrong Stadium Bar. Heineken 0.0, along with Heineken Silver—its light beer counterpart—aims to provide a refreshing temp for all during the tournament bustle.

The brand's commitment to creating a stigma-free drinking culture is echoed by Benito Skinner, who embraces the initiative’s core values. He explains his enthusiasm for supporting Heineken's aim to foster inclusion at events like the US Open, where everyone can feel involved regardless of their drinking choices. Heineken's push is clear: casual moments of togetherness don't always need to center around alcohol.

Notably, the L0VE.L0VE cans are making their way into stores just in time for the US Open, coinciding with the high-stakes tennis action that’s anticipated every year. Last year, these cans sold out rapidly, creating significant buzz. Retailers across the nation will soon stock Heineken L0VE.L0VE, ensuring those looking for a refreshing yet alcohol-free option will find it seamlessly.

Overall, Heineken 0.0's initiative serves as a beacon of change, emphasizing that enjoyment doesn't hinge on alcohol consumption. As the campaign sweeps through the vibrant streets of New York City and into retail stores nationwide, it champions the freedom for individuals to make their own choices while enjoying every moment life brings them—sans judgment, and full of enjoyment. Stay tuned for ongoing campaign activities and the buzz surrounding Heineken® 0.0 on social media platforms using the hashtag #L0VEL0VE.