Heineken 0.0 Rolls Out L0VE.L0VE Cans for US Open 2025

Heineken 0.0, the world’s top-selling non-alcoholic beer, is rolling out its tennis-themed L0VE.L0VE cans to retailers nationwide just in time for the 2025 US Open , and with them, a bold new push for social inclusion and zero judgment around choosing moderation. Actor and creator Benito Skinner (aka Benny Drama) leads the campaign to encourage Americans to “embrace moments of togetherness—no reason needed, no judgment allowed”—on and off the court.

From Local Phenomenon to National Spotlight

After selling out within a week at last year’s US Open, the limited-edition L0VE.L0VE cans return with a nationwide release. The rollout coincides with “0.0 Reasons, 0.0 Judgment,” Heineken’s new initiative to normalize alcohol-free moments in every social setting.

Research commissioned by Heineken 0.0 reveals that 45% of Gen-Z and 32% of Millennials feel unable to be their “authentic selves” in group situations from fear of judgment. At the same time, over one-third of Gen Z face peer pressure to consume alcohol. By centering the campaign around “0.0 judgment,” Heineken is directly tackling the social stigma surrounding moderation, aiming to make choosing to drink alcohol-free a proud, stigma-free option.

The Campaign: Tennis, Confidence, and Zero Judgment

The L0VE.L0VE name is a clever nod to “love” in tennis scoring (0-0) and signals new beginnings, perfectly matching the US Open’s high-octane, celebratory spirit. At Grand Central Terminal, “0.0 Refs” perched on towering tennis line judge chairs doled out compliments and ice-cold Heineken 0.0, surprising New Yorkers with US Open tickets and big smiles across the city. The street teams, led by Benny Drama, Cassie Kelly, and other influencers like Aimee Kelly and Isaac Hindin-Miller, appear at Hudson Yards, Pier 17, and beyond, demonstrating that being part of the fun is always an option, with or without booze.

“In a world full of critics, Heineken 0.0 is tackling stigma head-on during the US Open, normalizing moments of togetherness without alcohol,” said Alison Payne, CMO of Heineken USA. “The ‘0.0 Reasons, 0.0 Judgment’ initiative empowers consumers to live authentically and stigma-free. It’s about great taste, zero compromises, and ensuring everyone can enjoy the moment on their terms, because the best connections come with 0.0 judgment and 100% good energy.”

US Open Fans Get to Join the Movement

Throughout the tournament, attendees can try the L0VE.L0VE cans at Grand Central or find them all over the USTA Billie Jean King National Tennis Center. The full Heineken range, including Heineken Silver, is available onsite at the Red Star Patio Cafe, Louis Armstrong Stadium Bar, and other US Open bars.

Heineken’s on-site blitz is designed to give non-alc options the same billing as traditional choices, proving at one of sport’s most iconic venues that moderation is not only accepted but celebrated.

Where to Find L0VE.L0VE and Follow Along

For the first time, fans can find L0VE.L0VE cans in stores nationwide, making it easy to enjoy with friends at home, at the park, or at any US Open watch party. Use heineken.com to locate a local retailer, and join the conversation via @Heineken_US on Instagram and the hashtag #L0VEL0VE.

With non-alcoholic beverage sales at an all-time high and a growing cultural appetite for moderation, Heineken’s L0VE.L0VE cans and “0.0 Reasons, 0.0 Judgment” campaign are making this US Open a championship for choice and togetherness