• by Teresa Buyikian , Yesterday

Fans of the U.S. Open and Heineken don’t have to attend the tournament this year to get their hands on the brand’s exclusive LOVE.LOVE cans.

Heineken 0.0 is a sponsor of the tournament, but this year the brand’s collectible LOVE.LOVE cans are also available for purchase at retailers for a limited time.

Launched last year, the brand redesigned its Heineken 0.0 cans into the more colorful Heineken LOVE.LOVE cans, as “a nod to a 0-0 tennis score, celebrating moderation during one of tennis' most iconic tournaments.”  The trendy cans sold out within one week at the 2024 U.S. Open.

According to the brand, the can’s national rollout also accompanies the launch of its "0.0 Reasons, 0.0 Judgment," initiative, “encouraging zero judgment” of those who choose beverage moderation.

The brand’s new effort was influenced by its recent research study that found “45% of Gen-Z and 32% of millennials struggle to be their authentic selves due to fear of judgment and exclusion, and that more than one third of Gen Z feel pressure to drink in social situations.”

"In a world full of critics, Heineken 0.0 is tackling stigma head-on during the US Open, normalizing moments of togetherness without alcohol. It reminds folks … you don't need a reason to enjoy an alcohol-free brew," says Alison Payne, CMO of Heineken USA.

The brand began U.S. Open efforts Aug. 25 in Grand Central Terminal, where a “fleet of  comedic 0.0 Refs" appeared seated “in sky-high tennis line judge chairs.” The 0.0 Refs also appear across the city, led by content creator Benito Skinner (known online as Benny Drama), where they shout compliments and give out cold Heineken and U.S. Open tickets to passersby.

The campaign also includes online video featuring the LOVE.LOVE can, seen here.

The brand is conducting Heineken LOVE.LOVE sampling events in New York City throughout the tournament.