"Heineken 0.0 is deploying a fleet of comedic "0.0 Refs" in sky-high tennis line judge chairs across New York City, next to be found in Hudson Yards and Pier 17. The "0.0 Refs" will be led by Benito and supported by talent including Aimee Kelly, Isaac Hindin-Miller and Tiffany Baira to show unsuspecting passersby that any moment can be the right one to enjoy a Heineken 0.0."
"Recent research reveals that 45% of Gen-Z and 32% of millennials struggle to be their authentic selves due to fear of judgment and exclusion, according to Mainstreet Insights. And, more than one third of Gen Z feel pressure to drink in social situations, according to a Heineken 0.0 Study. Heineken, the official beer of the U.S. Open, is introducing "0.0 Reasons, 0.0 Judgment" to flip the script and normalize alcohol-free moments in social settings."
"As part of Heineken 0.0's journey to create inclusive social occasions, the non-alcohol brew announced the return of its popular Heineken L0VE.L0VE cans, available for the first time at local retailers nationwide. This comes alongside the brand's launch of "0.0 Reasons, 0.0 Judgment," an initiative led by actor and content creator Benito Skinner, also known as "Benny Drama," encouraging zero judgment around moderation during the U.S. Open."
Heineken 0.0 relaunched L0VE.L0VE cans, now available at local retailers nationwide, and launched the "0.0 Reasons, 0.0 Judgment" initiative to normalize alcohol-free moments. The initiative is led by Benito Skinner and supported by additional talent to encourage zero judgment around moderation during the U.S. Open. Research shows 45% of Gen Z and 32% of millennials struggle to be authentic due to fear of judgment, and more than one third of Gen Z feel pressure to drink in social situations. Heineken 0.0 will deploy comedic "0.0 Refs" across New York City to distribute compliments, Heineken 0.0, and U.S. Open tickets.
Read at Bevindustry
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