Heineken L0VE.L0VE at the U.S. Open

Liquor brands frequently appear at sports events, and the most renowned and valuable among them are often prominent at significant competitions, including this week’s U.S. Open in New York City.

Non-alcoholic options such as beer, wine, and spirits are gaining popularity among mainstream consumers, and their presence at these events is increasingly seen as acceptable and normal.

Heineken recently launched its special “L0VE.L0VE” cans, a new look for its non-alcoholic beverage, Heineken 0.0, coinciding with the tournament. This effort is clearly a marketing strategy, yet it reflects the larger shift towards moderation and the presence of non-alcoholic choices at prominent sporting events.

In 2023, the sales of non-alcoholic beer, wine, and spirits exceeded $565 million, marking a 35% increase from the previous year—according to Nielsen. Non-alcoholic beer notably commands 86.1% of this market segment. Heineken, the renowned Dutch brewery, recorded an 11.2% increase in non-alcoholic beer sales year-over-year, totaling nearly $80 million in 2023. In contrast, dollar sales by 11.2% year-over-year, regular beer sales dipped for Heineken, although the company still amassed approximately $2.4 billion in net profits for the year.

“For us, it’s crucial to show that moderation is cool,” stated Jonnie Cahill, Heineken USA’s chief marketing officer, in remarks to Forbes. “We want to make sure that we’re meeting our customers where they are in their lives and supporting whatever journey they choose.”

The L0VE.L0VE cans symbolize this philosophy, merging Heineken’s longstanding association with sports (including tennis) with its commitment to promoting responsible drinking.

“We chose this metaphor for the appeal of non-alcoholic beer because, like a 0-0 score, it leaves everything open and full of possibilities,” Cahill explained, noting that the product launch aims to appeal broadly, from fervent tennis fans to those just beginning to show interest in the sport.

Heineken’s initiative to introduce L0VE.L0VE at the U.S. Open cleverly plays on the tennis term for a 0-0 score, “love,” while strategically engaging with the increasing trend of zero-proof beverages.

“We’re always looking to bring unique and premium experiences to our consumers,” Cahill explained. “Tennis continues to influence pop culture—whether through blockbuster movies, streaming reality shows, or the emerging ‘tenniscore‘ fashion trend.”

In addition to the L0VE.L0VE cans, Heineken Silver, which is a low-calorie and low-carb light beer, will also be made available for the first time on tap at the tennis event.

The inclusion of non-alcoholic and low-alcohol options at more sporting events, such as the U.S. Open, signifies a significant trend in the industry. The rising popularity and acceptance of these beverages demonstrate a shift towards moderation, while still allowing for enjoyment.

“Events like Coachella, the U.S. Open and the Formula 1 Miami Grand Prix are ideal platforms to showcase Heineken Silver, our low-carb, low-calorie and sessionable beer,” Cahill says. “Drinkers always have a choice in how they are part of the social occasion.”

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