Heineken L0VE.L0VE at the US Open
Liquor brands are no strangers to sporting events, and the world’s most recognizable (and valuable) brands are often heavily represented at top tournaments like the US Open in New York City this week.
And as non-alcoholic beer, wine and spirits become more popular with consumers, their presence at such events is becoming less stigmatized and more welcome.
Among them is Heineken, which has just released its limited edition “L0VE.L0VE” cans, a re-release of its non-alcoholic beer Heineken 0.0. Admittedly a marketing exercise, as it was done specifically for the tournament, the move appears to be part of a wider trend among spirits brands increasingly emphasizing moderation and the availability of non-alcoholic options at high-profile events.
In 2023, non-alcoholic beer, wine and spirits combined surpassed $565 million, according to Nielsen—up 35% year-over-year. Non-alcoholic beer, in particular, continues to dominate the segment with 86.1% market share. At Heineken, the Dutch beer maker saw revenue increase 11.2% year-over-year, with non-alcoholic beer sales reaching nearly $80 million in 2023. (In comparison, regular beer sales at Heineken declined in 2023, though the company still generated net profits of around $2.4 billion for the year.)
“It’s crucial for us to show that moderation is cool,” says Jonnie Cahill, Chief Marketing Officer at Heineken USA Forbes“We want to make sure we meet our customers where they are in their lives and support them on whatever path they choose.”
The L0VE.L0VE cans are a visual representation of this ethos, combining Heineken’s long history in sporting events (including tennis) with its commitment to promoting responsible alcohol consumption.
“We chose this metaphor for the appeal of non-alcoholic beer because, just like a 0-0 score, it leaves everything open and full of possibilities,” says Cahill, adding that this product launch is intended to appeal to a wide audience, from passionate tennis fans to those new to the sport.
Heineken’s decision to launch L0VE.L0VE at the US Open is not only a clever nod to the tennis term for a 0-0 result, known as “love,” but also a strategic attempt to capitalize on the growing popularity of non-alcoholic beverages.
“We always strive to provide our customers with unique and premium experiences,” said Cahill. “Tennis continues to influence pop culture – whether through blockbuster movies, streaming reality hits or the rising ‘tenniscore’ trend.”
In addition to the L0VE.L0VE cans, Heineken Silver, a low-calorie, low-carbohydrate light beer, will also be available on tap for the first time at the tennis tournament.
As non-alcoholic and low-alcohol beverages are offered at more sporting events, the presence of brands like Heineken at the US Open signals a broader industry trend. The growing acceptance and demand for these beverages underscores a trend toward moderate consumption without compromising on enjoyment.
“Events like Coachella, the US Open and the Formula 1 Miami Grand Prix are ideal platforms to showcase Heineken Silver, our low-carb, low-calorie, drinkable beer,” says Cahill. “Drinkers always have a choice about how they want to be part of the social event.”
