As part of Heineken 0.0’s journey to create inclusive social occasions, the non-alcohol brew announced the return of its popular Heineken L0VE.L0VE cans, available for the first time at local retailers nationwide. 

This comes alongside the brand’s launch of “0.0 Reasons, 0.0 Judgment,” an initiative led by actor and content creator Benito Skinner, also known as “Benny Drama,” encouraging zero judgment around moderation during the U.S. Open.

Recent research reveals that 45% of Gen-Z and 32% of millennials struggle to be their authentic selves due to fear of judgment and exclusion, according to Mainstreet Insights. And, more than one third of Gen Z feel pressure to drink in social situations, according to a Heineken 0.0 Study. 

Heineken, the official beer of the U.S. Open, is introducing “0.0 Reasons, 0.0 Judgment” to flip the script and normalize alcohol-free moments in social settings.

Heineken 0.0 is deploying a fleet of comedic “0.0 Refs” in sky-high tennis line judge chairs across New York City, next to be found in Hudson Yards and Pier 17. The “0.0 Refs” will be led by Benito and supported by talent including Aimee Kelly, Isaac Hindin-Miller and Tiffany Baira to show unsuspecting passersby that any moment can be the right one to enjoy a Heineken 0.0. These “0.0 Refs” will be spreading the L0VE.L0VE by giving out compliments all while rewarding consumers on the street with ice-cold Heineken 0.0 and U.S. Open tickets. With “0.0 Reasons, 0.0 Judgment,” Heineken 0.0 is normalizing the notion that whether you’re on or off the court, there’s no reason needed to enjoy an alcohol-free moment and a great-tasting brew, the company says.

“In a world full of critics, Heineken 0.0 is tackling stigma head-on during the U.S. Open ― normalizing moments of togetherness without alcohol. It reminds folks that just like you don't need a reason to spread positive energy, you don’t need a reason to enjoy an alcohol-free brew,” said Alison Payne, chief marketing officer of HEINEKEN USA, in a statement. “With the rising interest in non-alcoholic beverage options, we’re thrilled to bring a message of moderation and choice back to consumers at the U.S. Open through the return of our L0VE.L0VE cans. Our ‘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 own terms; because the best connections come with 0.0 judgment and 100% good energy.”

Of the initiative, Benito stated: “Heineken’s commitment to fostering an inclusive, no-judgment, atmosphere is something I’m really excited to support at the U.S. Open this year. I really admire their dedication to ensuring that being part of the moment is always an option ― whether or not you choose to drink alcohol. Heineken 0.0 proves that whether you’re on the court or off (me), no reason is needed to spread 100% confidence with 0.0% judgment ― all fueled by Heineken 0.0 and its limited-edition L0VE.L0VE cans. I can’t wait to share zero judgments streetside ― keep your eyes peeled for your boy.”

For the second year running, Heineken 0.0 has transformed its category-leading Heineken 0.0 to “Heineken L0VE.L0VE” in a nod to a 0-0 tennis score, celebrating moderation during one of tennis’ most iconic tournaments. 

After selling out at last year’s U.S. Open within a week, Heineken L0VE.L0VE is making its nationwide retail debut. For a limited time, tennis fans and moderation-minded consumers can now purchase Heineken L0VE.L0VE at local retail and grocery stores across the country just in time to enjoy with friends during the U.S. Open, ensuring there is a brew for everyone. Heineken L0VE.L0VE will also be available for sampling throughout the duration of the U.S. Open at Grand Central Station in New York City, perfect for commuters and tennis lovers headed to the tournament through the iconic transit hub.

At the U.S. Open, fans can enjoy the entire Heineken portfolio throughout the entire tournament at the Red Star Patio Cafe, Louis Armstrong Stadium Bar and across the USTA Billie Jean King National Tennis Center grounds. In addition to Heineken and Heineken 0.0, Heineken Silver, the world-class light beer with low-cal and low-carbs, will be available on tap at the U.S. Open. And, for the second time at U.S. Open Fan Week, Heineken Silver draught was available for sampling to select New York City consumers.