Heineken has launched limited-edition ‘L0VE.L0VE’ cans for its Heineken 0.0 beer across the US, aligning the rollout with the 2025 US Open.
The initiative, which commences this week, forms part of the brand’s ‘0.0 Reasons, 0.0 Judgment’ campaign, which promotes alcohol-free consumption in social settings. Activations in New York City include “0.0 Refs” distributing Heineken 0.0 and US Open tickets, supported by actor Benito Skinner and other talent.
The design, referencing the ‘0-0’ tennis score, made its first appearance during last year’s tournament, where it sold out within a week, the brewer said.
As the US Open’s ‘official beer’, Heineken will serve its full portfolio, including Heineken Silver, across the tournament’s venues. The company said the campaign reflects rising consumer demand for non-alcoholic options, particularly among younger demographics, and underlines its focus on moderation and inclusivity.
Last week, Campari Group kicked off the third outing of its Aperol brand’s marketing tie-up with the US Open.
