Inside Heineken’s limited-edition NA beer campaign at the US Open

This story was first published by Digiday sibling ModernRetail

Heineken is betting on special limited-edition tennis-themed cans to drive more sales of its non-alcoholic beer during the U.S. Open tennis tournament.

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. It will also still be available throughout the grounds of the U.S. Open, which takes place from Aug. 18 to Sept. 8.

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