Heineken has transformed its Heineken 0.0 in a nod to a 0-0 tennis score, celebrating moderation at one of tennis’ most iconic tournaments: the U.S. Open. 

Aptly titled “L0VE.L0VE,” Heineken turned Heineken 0.0 into a visual badge for a limited run, representing its love for both moderation and racket sports. This comes not just as an homage to a 0 score tennis which is referred to as a “love,” but a metaphor for the growing appeal for non-alcohol beer. 

Throughout the duration of the tournament, Aug. 19-Sept. 8, the limited-edition L0VE.L0VE Heineken 0.0 packaging is available exclusively at the U.S. Open to celebrate the start of every match and the endless outcomes when enjoying a zero alcohol brew.

Heineken knows that there are so many reasons why people don’t want to or can’t drink alcohol, which is why it’s excited to bring L0VE.L0VE to the U.S. Open, reminding fans they always have a choice. The product contains zero alcohol while including the same taste and ingredients as Heineken Original, it says.

“Heineken looks for partnerships not sponsorships, and has been a partner of the U.S. Open for over three decades. We're excited to reimagine and up-level this year through L0VE.L0VE with Heineken 0.0,” stated HEINEKEN USA Chief Marketing Officer Jonnie Cahill in a statement. “Our goal is to bring people to enjoy tennis together, so we're eager to show tennis fans and beyond that moderation is cool and that whether or not they're choosing to drink alcohol, Heineken has a brew for everyone.”

Heineken is passionate about serving fans both on and off the court with premium sips and experiences, and will be teaming up with tennis couple Taylor Fritz and Morgan Riddle to celebrate the launch of L0VE.L0VE.

“We’re both thrilled to partner with Heineken 0.0 for the U.S. Open. As we travel together for the ATP Tour, it’s important for us to find that balance between intense training and downtime,” said Fritz and Riddle in a statement. “Having an alcohol-free option like Heineken 0.0 is a perfect match for our lifestyle. It’s become our go-to for enjoying a great brew without compromising on taste, no matter where we are. Tennis is a huge part of our lives, and partnering with a brand that shares our passion for the sport and moderation makes this collaboration even more meaningful. We can’t wait to experience Heineken L0VE.L0VE at the US Open with fans and show that it's always possible to enjoy responsibly, on or off the court.”