Heineken is leveraging limited-edition tennis-themed Heineken 0.0 L0ve.L0ve cans to boost non-alcoholic beer sales during and beyond the U.S. Open. Last year's exclusive cans sold out in the first week and helped drive a 25% increase in on-site NA sales at the tournament versus 2023. The limited-edition cans will be sold nationwide at retail while remaining available on U.S. Open grounds from Aug. 18 to Sept. 8. Heineken 0.0 has posted strong growth—25.2% in 2024 after 32.3% in 2023—and has sold over 11.2 million cases since 2021 as the brand targets cultural moments to expand reach.
Last year, the limited-edition cans - called Heineken's 0.0 L0ve.L0ve cans - sold out during the first week of the U.S. Open, where they were sold exclusively. In turn, on-site NA sales at the tournament for Heineken grew 25% over 2023. Now the beer giant wants to bring that buzz outside the stadium and onto retail shelves for at-home tennis fans - the limited-edition can will be sold at retail nationwide over the coming weeks.
The L0ve.L0ve edition's campaign also comes at a time when Heineken is increasing its focus on capturing a bigger NA beer market share in the U.S. Heineken 0.0 is currently the top-selling NA beer globally. According to Nielsen data, the brand experienced 25.2% sales growth in 2024, on top of 32.3% in 2023. Heineken's 0.0 beer has grown significantly in the last few years. Since 2021, Heineken says 0.0 has sold over 11.2 million cases.
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