As part of Heineken®’s long-standing sponsorship of Coachella Valley Music & Arts Festival, the brand will unveil an exciting innovation to connect fans through a shared love of music at this year’s festival.

With research revealing that 97% of music fans globally believe it has the power to unite people, and more than half (55%) admitting they want to meet others with similar music tastes at live events, The Clinker has been designed to celebrate music as a shared language and the ability it has to bring people together.

Helping fans overcome the social barriers of a festival setting, The Clinker is a smart band that wraps around Heineken® cans and glasses, turning every ‘cheers' into a chat and a way for fans to find their people. The unique tech syncs with fans' streaming data to detect musical commonalities with a simple ‘clink’. When two cans touch, a compatibility light signals a match and allows them to connect on social media, turning festival strangers into exciting new connections through shared passion points.  

Despite the social nature of festivals, many connections remain fleeting. Heineken®’s research also reveals that while 77% of music fans have connected with someone at a live event, those interactions rarely last beyond the moment. The Clinker is designed to turn spontaneous encounters into more meaningful connections by helping fans instantly find common ground through the music they love, allowing them to swap details and connect on social media via its web-based app, turning shared fandom into friendships that go beyond the festival field.

While Coachella will be the first social experience where consumers can try The Clinker, available on festival grounds only at Heineken® House, this innovative technology is a broader expression of Heineken®’s ongoing Fans Have More Friends platform. Launched earlier this year, Fans Have More Friends aims to elevate fan experiences at major music and sporting events by creating more opportunities to turn shared fandom into a catalyst for sociability.

Fans who want to try The Clinker at Coachella are encouraged to pre-register for the device at the following link and be quick on the day, as bands are limited and distributed on a first-come, first-served basis: www.heineken.com/clinker. 

To see how The Clinker technology comes to life, visit: https://youtu.be/zHVqbklWARU 

- END - 

Notes to editors

Media contact:
Heineken@wearetheromans.com 

Research:

Heineken® commissioned a survey of 10,000 music fans of legal drinking age in the UK, USA, Brazil, Mexico, Italy, Spain, Vietnam, China, Nigeria, and South Africa. Conducted by Focal Data, January 2026.

About Fans Have More Friends (FHMF):
Fans Have More Friends is Heineken®’s global sponsorship platform that champions sociability by showing that fandom is better when shared, especially with a Heineken®. By uniting Heineken® sponsorships under one platform, the brand turns peak fan energy into real-world connections, enabling shared experiences and building communities around the biggest cultural moments.

Now more than ever, consumers are refusing to choose between their lifestyle goals and their social lives. Demand for non-alcoholic options that fit into active social moments, from the padel court to a sun-soaked afternoon, is stronger than ever. The demand for low and no-alcohol beer continues to grow. Present in 117 countries, Heineken 0.0 is at the forefront of the non-alcoholic beer (NAB) category. The brand is a driving force in making NAB accessible and desirable for everyone, everywhere. Heineken 0.0 Ultimate builds on the success of this growing category.

Driven by younger, health-conscious consumers and "sober curious" trends, interest in zero and lower calorie drink offerings is accelerating. With its zero-calorie and zero-sugar proposition, Heineken 0.0 Ultimate meets this modern need with a premium, great-tasting non-alcoholic brew designed for today’s social occasions.

"We pioneered the U.S. non-alcoholic beer category with the launch of Heineken 0.0 in 2019 and are continuing to grow and invest with our newest innovations. With over thirteen million cases sold, Heineken® 0.0 has proven that you can elevate your social experience without alcohol," said Maggie Timoney, CEO of HEINEKEN USA. “Now, we’re raising the bar again. Heineken® 0.0 Ultimate is our answer for the consumer who wants even more choice: world-class taste, zero alcohol, zero sugar, and zero calories, so you never have to compromise."

Heineken 0.0 Ultimate features soft fruity notes, harmonized with a delicate malty body, all without alcohol, calories, and sugar. Double-brewed to remove alcohol, it delivers a fresh, balanced taste with a refined mouthfeel and refreshing snap, made for daytime hangs and active moments.

On top of this, Heineken® has also claimed the top spot as World’s Most Awarded Advertiser of the Year in The Drum World Creative Rankings 2025, leading the global list of advertisers behind the most celebrated campaigns of the year. The Drum World Creative Rankings celebrate advertisers and creative partners whose work has received honours across the world’s most prestigious award shows. Heineken® ranked #1 globally among advertisers, highlighting the company’s and the brand’s continued commitment to legendary creativity and its ambition to be the world’s most pioneering beer company.

The recognition reflects the power of creativity across The HEINEKEN Company’s portfolio, and the role bold ideas play in driving cultural relevance, brand growth and business impact. It reinforces the company’s belief that creativity is a core engine of growth and a key driver within The HEINEKEN Company’s EverGreen strategy.

Across 2025, creativity showed up in powerful ways across HEINEKEN’s global brands. From Heineken campaigns such as Pub Museums, Pub Succession and Starring Bars to Desperados’ Guao Guao and Tecate’s Gulf of Mexico Bar, the work combined local insight, cultural relevance and craft to create ideas that resonated with consumers around the world.

Within the WARC Creative 100, the Heineken brand was recognised through two campaigns in the Top 100: Pub Museums (#16) and Pub Succession (#58), both created in Ireland by Le Pub. In total, the Heineken brand featured across 21 campaigns included in the WARC Creative 100.

In The Drum World Creative Rankings, this creative excellence also translated into strong industry recognition. Heineken’s Pub Museums ranked #4 among the most awarded campaigns in the Food and Beverage sector, while Desperados’ Guao Guao ranked #5 in the same category.

Beyond brand performance, The HEINEKEN Company ranked #3 as an advertiser in the WARC Creative 100. This ranking reflects 32 campaigns across seven brands, including Heineken®, Export, Tecate, Desperados, Savanna, Windhoek Beer and Indio, with Heineken® the only brand to feature in the Top 50.

Creativity across the portfolio also continues to push boundaries. Desperados’ Guao Guao was recognised among the Top 20 most awarded campaigns in the world in The Drum World Creative Rankings.

The campaign brought the brand’s Latin vibe to life through music, culture and bold creativity, going beyond advertising to create a movement that resonates with a new generation of consumers.

Looking ahead, The HEINEKEN Company remains focused on raising the bar for creativity across its portfolio. By pushing creative boundaries, shaping culture and sparking meaningful social connections, the company continues to build brands that move at the speed of culture and turn creativity into sustainable growth.

A powerful new documentary capturing the true story of one village’s fight to save its last local pub premiered yesterday at the Dublin International Film Festival.

Directed by award-winning Irish filmmaker Gar O’Rourke, whose film Sanatorium was selected as Ireland’s entry for Best International Feature Film at the 2026 Academy Awards, The Pub That Refused To Die chronicles how 26 residents of Kilteely, Ireland, came together to save the heart of their community before it was lost for good. 

Last year, the County Limerick village (population 214) was facing the closure of its only surviving pub, Aherns, after already seeing its shops, post office, and other pubs shuttered. When long-time publican Noreen Ahern, nearing retirement and working close to 90 hours a week, could no longer keep the doors open, the village stood to lose its final social hub.

Rather than let that happen, 26 locals from all walks of life, including a barrister, dairy farmer, carpenter and gardener, took matters into their own hands. With no hospitality experience, they rallied together to buy, reopen, and relaunch the newly-named ‘Street Bar’ last summer.

When The Street Bar’s local Heineken® Sales and Service Rep, Shane Boland, learned of their efforts, he ensured the brewer stepped in to support. Shane, who features in the new documentary, worked closely with the new publicans to provide business advice, support, bar staff training through the Heineken® Ahhh-cademy, and ensured they were set up with the right tools and equipment to help them not only reopen, but begin rebuilding the business for the long term. Today, the renewed pub has since become a thriving community space once again, a symbol of pride and what people can achieve together.

To shine a light on the story, the international brewer enlisted the help of Gar O’Rouke to create The Pub That Refused To Die to showcase the determination, resilience, and collective spirit that transformed a looming closure into a symbol of community pride.

While the film focuses on one Irish village, the issue is far bigger. Pubs and bars are closing at an alarming rate in Ireland, with an estimated 2,100 pubs closing between 2005 and 2025, around one every three to four days*, while the picture across the UK is even more stark with 375 closures recorded across England, Wales, and Scotland in 2025 alone, up from 350 in 2024*, the equivalent of nearly one pub shutting every day.

Sociologists describe pubs as essential “third places” - informal settings beyond home and work where communities connect, share stories, and maintain everyday social bonds. Research shows that when these spaces disappear, communities lose far more than a business; opportunities for social interaction are eroded, and feelings of isolation increase.

In the past year, a growing number of local communities across the UK and Ireland have come together to save pubs at risk of closure, pooling resources, forming co-operatives, and taking ownership of spaces that matter deeply to local life. While closures continue, these stories point to a renewed belief in the pub as something worth fighting for.

To help prospective publicans, Heineken® is launching a new online resource hub to provide tools, guidance, and inspiration to help communities safeguard their local pubs and encourage others to follow in Kilteely’s footsteps.

The Pub That Refused To Die is the next chapter of For the Love of Pubs, a series of initiatives from Heineken® that celebrate and support pub culture across Ireland and beyond. 

Watch The Pub That Refused To Die on YouTube here: 

• Trailer: https://youtu.be/EQv1vNynU-U
• Full Film: https://www.youtube.com/watch?v=JYVkLZgjBSc
   

Publicans and prospective publicans looking for support can visit: heineken.com/thepubthatrefusedtodie.

- END -

Notes to editors:

For more information, images, and interview requests, please contact: 

heineken@wearetheromans.com  

References:

*The Drinks Industry Group, July 2025

**British Beer and Pub Association, July 2025

***Journal of Rural Studies, October 2017

For HEINEKEN, whose brands are built in and with the on-trade, this challenge strikes at the heart of socialising itself. Pubs are not just points of sale; they are cultural institutions where communities connect, traditions are passed down, and memories are made. Protecting them is vital for the future of the category and for the safeguarding of communities. 

A long-term commitment: Back the Bars 

Back the Bars is our global platform designed to support bars and pubs and help them thrive in the long term. Accelerated by the pandemic but built for the future, Back the Bars makes a sustained commitment to the on-trade, combining financial support, creative marketing investment, and culturally relevant initiatives. 

From global voucher systems that channelled over €8.2 million directly to bars during pandemic lockdowns, to rental waivers worth nearly €50 million, to award-winning campaigns like Shutter Ads and Starring Bars, we have consistently redirected our scale, resources, and creativity toward the people and places that make socialising possible. 

Local roots, global reach 

Pub Succession is another initiative within our commitment to support bars, which exemplifies Heineken®’s global success story – born in Amsterdam, raised by the world. While Back the Bars is a global platform, its most powerful expressions come from deep local insight and cultural relevance. 

In Ireland, this commitment comes to life through ''For the Love of Pubs'', a local initiative designed to support and safeguard the rich heritage of Irish pubs for generations to come. Pub Succession became one of its most powerful expressions; a local story with global resonance.  

At its core, Pub Succession set out to address the real issue of generational succession within the Irish pub trade, recognising that pubs are more than businesses; they are custodians of culture. Family-run Irish pubs face an uncertain future as more than four in ten rural publicans say they are considering retirement but 84% have no family to take on their legacy.

The campaign centred on Josie McLoughlin, a fourth-generation publican and owner of the 155-year-old McLoughlin’s Bar on Achill Island. With no family heir to take over the pub, Josie faced the prospect of closing this piece of Irish social history. 

Rather than simply highlighting the problem, Heineken® took action. ''Pub Succession'' launched a global search to find the next custodian of McLoughlin’s Bar – someone willing not just to run a pub, but to protect its legacy. 

Leveraging Ireland’s far-reaching diaspora, the campaign tapped into emotional connections to home, heritage, and identity. Heineken® used its global reach to amplify the story, activating it across high-impact media channels in cities like Sydney, Boston, Toronto, and New York – even placing the campaign on Times Square Digital Screens – the last place Achill Islands local publican could have imagined he'd see himself. Timed around St. Patrick’s Day, the activation maximised cultural relevance and engagement, transforming a local succession challenge into an international movement. 

The response exceeded all expectations, demonstrating the cultural power of the idea: Over 1 billion global media impressions, 2,100+ news articles across 128 countries, and over 2,000 applications from potential successors. Two McLoughlin descendants were even flown to Ireland to meet Josie and reconnect with their roots. 

The campaign was shortlisted for the Titanium Lion at Cannes, recognising its ability to drive real-world impact through culture rather than traditional advertising alone. 

Shaping the future of beer, and beyond 

Pub Succession shows how Heineken® is shaping the future of beer by looking beyond the product to the social spaces that give it meaning. By investing in pubs as cultural institutions, not just commercial outlets, the brand reinforces its role as a genuine partner to the on-trade. 

The campaign didn’t just aim to secure the future of one pub, it reignited a broader conversation about protecting the places where social life happens. Because shaping the future of beer starts with protecting the future of socialising. 

We’ve all been sent voice notes that - instead of offering a quick update - turn into miniature podcasts lasting what seems like forever. 

In the increasingly digital world we live in, voice notes are turning into yet another distraction that encourages us to bury our heads in our smartphones rather than making real life connections. Now Heineken®, the champion of IRL socialising, has launched new WhatsApp technology that offers an ingenious incentive to those who’d prefer to meet up and connect face-to-face, bringing back the art of in person conversation.

The technology has been launched as a pilot in Brazil, where official data from META shows that Brazilians send four times as many voice notes than people in any other country.

The tech was devised after global research polling 14,000 respondents showed that in just one year, the average person spends almost 150 hours a year sending and receiving voice notes.

Not only are people spending a significant amount of time listening to voice notes, but they are impacting real-life social interactions too. Over half (52%) of those polled feel voice notes are replacing IRL interactions, rising to 60% amongst Gen Z. Nearly half (49%), meanwhile, admit to spending entire evenings sending voice notes to a friend instead of meeting in-person, even though 54% say they have their most fulfilling conversations face-to-face.

Global data and business intelligence platform Statista reported, in groundbreaking new data, that 9.4 billion WhatsApp voice notes are now sent every day (equivalent to about 3.4 trillion over the full year). When compared to 2024, their frequency has increased by 7%, and in length by 8%.

The ‘Could have been a Heineken’ WhatsApp technology is currently being tested in Brazil, with further global markets set to follow. 

To redeem the offer, WhatsApp users over 18 must forward a voice note that they have received, which is longer than three minutes, to a private, encrypted bot. The user will then receive a message saying it ‘Could have been a Heineken’, alongside a voucher for a free beer and a recommendation of local bars to meet up with the friend in real life.

Notes to editors

Media contact: 
HeinekenBrazil@wearetheromans.com

Research Credits:

*Heineken commissioned a survey of 14,000 respondents across the United Kingdom, USA, Germany, India, Brazil, United Arab Emirates and Romania. Research conducted by OnePoll, November 2025. 

*Separately, Heineken commissioned Statista to supply the global data on voice note usage in 2024 and 2025

About Heineken®     

HEINEKEN® is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business. HEINEKEN® has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken® N.V. and Heineken® Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN® has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken® N.V. (OTCQX: HEINY) and Heineken® Holding N.V. (OTCQX: HKHHY)

Heineken® continues to redefine the Formula 1 fan experience with the launch of the world’s first season ticket for the sport, celebrating the extension and expansion of its decade-long partnership with F1®.

This expanded sponsorship commitment, announced in São Paulo, where Heineken will resume the Title Partnership of the local Grand Prix from 2027, strengthens the global beer brand’s connection with F1®’s passionate and rapidly growing global fan base and presents more opportunities for the two brands to create exceptional experiences for fans at races around the world.

Heineken®’s season ticket will grant the lucky holders - and a plus one - access to every race on the calendar, with travel and accommodation included. That’s 24 Grand Prix, across 24 cities, and 24 opportunities to bring fans together over a beer.

Reaffirming that Heineken® is a champion of not only trophies and podiums but also of socialising and friendships, the brand will award the money-can’t-buy pass to the most deserving fans, starting with Brandon Burgess, recognising him for his incredible passion and dedication to the sport. 

Next year, Heineken® will be offering other fans the chance to get their hands on this exclusive item, which takes inspiration from F1® materials, crafted in carbon fibre and held together with precision-engineered rivets: a tangible expression of speed, craftsmanship, and connection.

Brandon’s incredible feat of attempting to attend every single race in 2025, using his annual leave while working a full-time job, caught the attention of Heineken® as well as fans and media around the world.

His journey reflects something every F1 fan understands - that the sport is more than a competition; it’s connection. Research shows that while many fans watch F1 from home, two-thirds (67%) say the sport has the power to bring people together instantly, and the majority (84%) agree there’s nothing like experiencing a race in person surrounded by fellow fans*. The season ticket will help fans not only enjoy the spectacle of live racing, but also connect with other fans all around the world. 

Following a decade of successful collaboration, Heineken® and F1® have extended their partnership on a multi-year deal, with Heineken announcing new Title Partnerships of races in Brazil, Madrid, and Silverstone, and extensions for China and Las Vegas. With a global fanbase of 827 million, Formula 1 is growing in popularity among young adults and women. Heineken® will bring fans closer to the action via F1® Fanzones presented by Heineken 0.0 on-track, activations at F1® Arcades worldwide, and year-round engagement through race screenings, consumer promotions as well as digital and social content. Heineken® will also continue to use F1®’s global platform to provide messaging around responsible consumption and promote Heineken 0.0 – a premium zero-alcohol product – as part of their responsible drinking programme. 

Next year, Heineken® will be offering another fan the chance to get their hands on this coveted season ticket for them and a friend to experience every twist and turn of every race next year via F1® Unlocked. Keep an eye on Heineken® and F1® social channels to find out more. 

- END -

Notes to editors

Media contact: 

Heineken@wearetheromans.com 

_{*Heineken® commissioned survey of 4,000 adults of people who watch F1 and are of legal drinking age in the UK, USA, Turkey, Brazil, Italy, Germany, India and South Africa. Research conducted by OnePoll, October 2025. Research can be broken down by country and further demographics on request.}

Heineken® 0.0 announces the expansion of its global sponsorship portfolio with a landmark global partnership with Premier Padel, the leading official professional padel tour worldwide. The partnership will make Heineken® 0.0 the Global Beer Partner for Premier Padel and establish itself in the world’s fastest-growing sport.

Heineken® 0.0, a champion of quality socializing, will celebrate padel’s vibrant social DNA by activating at Premier Padel’s events starting in 2026. With its refreshing taste and accessibility, Heineken® 0.0 is a natural fit for padel’s established social community and appeal to wellness seekers. In fact, more than 70% of padel players say they play for the social experience and often continue to socialize after matches—frequently over a beer—making this partnership a seamless extension of the sport’s culture.

During the 2025 season, the Tour featured 24 tournaments across 16 countries, holdings its first tournament in the US – the world’s most influential sports market. 2026 sees plans to expand the tour to new regions including Asia. The Tour continues to drive the sport’s expansion worldwide – over 600 players from 29 different countries have competed in Premier Padel’s men’s and women’s competitions during 2025 – underlining its role as a platform for international growth, diversity and excellence both on and off the court. 

The sponsorship gives Heineken® 0.0 the ability to connect with players and fans inspired by Premier Padel’s top professional game – celebrating the brand’s passion for creating elevated social experiences. And, with availability in over 190 countries, padel players everywhere can always enjoy a consistently refreshing Heineken® 0.0 or Heineken®.

Media contact: 

Heineken - Heinekensponsorship@wearetheromans.com

Premier Padel – david.moreno@premierpadel.com / seb.warwick@premierpadel.com

About HEINEKEN

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken® N.V. and Heineken® Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken® N.V. (OTCQX: HEINY) and Heineken® Holding N.V. (OTCQX: HKHHY)

About Premier Padel

Premier Padel is the leading official professional padel tour worldwide, founded by Qatar Sports Investments (QSI) together with the International Padel Federation (FIP). Launched in 2022, over 500 players from around the world competed in Premier Padel tournaments in its first year and played in some of the most iconic venues in sports history. From 2025, Premier Padel includes 24 tournaments in 16 countries as the tour continues to grow the sport in new territories and in every dimension. As a global brand, Premier Padel also captures the dynamic essence and spirit of padel, with the sport embarking on an exciting new dawn on a global scale driven by the new unified global tour.

The extended partnership reflects HEINEKEN’s belief that women’s football’s unique fan culture - where fans come together, mix freely, and enjoy the game in a spirit of joy and connection - is a powerful expression of true togetherness. It’s a celebration of inclusivity, diversity, and shared passion that brings people from around the world closer – on and off the pitch.

HEINEKEN has brewed the joy of true togetherness for over 160 years and - as the world’s most international brewer - recognises its role to protect this precious value in a time of growing social fragmentation. 

The brewer is committed to leading from the front, be it through fostering a culture of moderation through leading low-or-no alcohol beverages, running global campaigns that encourage screen-free in-person socialising, or partnering with major events that embody true togetherness - such as the UEFA Women’s Champions League. 

In line with HEINEKEN’s commitment to women’s sport, Heineken® will bring its sponsorship to life through activations that celebrate diversity, unite fans and create meaningful moments of connection around their shared passion for the game.

END

Notes to editors

 Media contact: 

HEINEKEN

Marlie Paauw, Global Media Lead: Pressoffice.heineken@heineken.com

The Romans

Heineken@wearetheromans.com 

Heineken® is transforming forgotten urban spaces into hubs of social connection, challenging the trend of productivity-first city living and giving people a fresh space to socialise. 

From above, cities look bustling and connected, but on the ground, urban isolation is real. From lifestyle shifts and work-life imbalance to the isolating pull of digital life and shrinking size of homes, city dwellers everywhere are finding it harder to meaningfully connect across the world, leading to a proximity paradox. 

In fact, new research* has shown more than half (57%) of city dwellers in London, Seoul, Tokyo, New York, Paris, and Sydney often feel lonely, and some 33% experience feelings of isolation weekly or more despite living in some of the world's most densely populated areas, a figure that rises to a massive 47% for the Gen Z and Millennials surveyed.

A third of adults (35%) say that their city does not encourage social interactions, with New York (66%), Seoul (49%), and Paris (49%) ranking lowest. Moreover, one in three (30%) say they have only met someone new outside of work once or twice in the 6 months.

Seoul, with its fast-paced culture and soaring skyline, exemplifies the paradox. 

53% of Seoulites say their city is designed for work and productivity rather than socialising and connecting, and 37% say there are too few social spaces.

But when viewed from above, Seoul has one of the highest proportions of flat rooftop space in world cities, many of which are painted green. 

To help Seoulites bridge the gap between being physically close but feeling socially disconnected, Heineken® stepped in by elevating forgotten areas of the city with a series of rooftop events led by some of Korea’s most creative curators.

The location of each event was dropped from space via satellite imagery, highlighting where the naturally green canvas had been punctuated with a red star pinpointing an unused urban space ready for revival.

Seoulites were challenged to track down these stars across the city, where they discovered rooftops transformed into lively new venues for conversation, shared experiences, and, of course, a cold beer.

Across three days, they connected at an intimate set from DINO, singer of K-pop icon SEVENTEEN, a hands-on design workshop with contemporary artist Cha Inchul, and an interactive food tasting with celebrated chef Cho SeoHyeoung.  

Renowned photographer Tom Hegen, known for capturing human impact on landscapes from the air, partnered with Heineken® to document the process, turning the social spaces into a work of art that showcases Heineken's refreshing view on socialisation.

As the barriers to meaningful social interaction are growing, the majority (60%) of city dwellers worldwide believe that there are spaces in their city that could be revived or refreshed for better social experiences, rising to 70% in younger generations.

Watch this space, Heineken® will continue to explore ways to break down barriers to social connection worldwide.

END 

Notes to editors

Media contact: 

Heineken@wearetheromans.com 

Research:

*Heineken^Ⓡ commissioned a survey of 10,500 adults of legal drinking age in New York (USA), London (UK), Paris (France), Tokyo (Japan), Sydney (Australia), and Seoul (South Korea). Research conducted by OnePoll, September 2025. Research can be broken down by country and further demographics on request

Additional statistics:

• Gen Z are most likely to say that knowing anyone in their city prevents them from socialising (26%) - rising to 34% in Seoul and 38% in Sydney.
• 11% of Gen Z say they still feel lonely, even when they are socialising, highlighting the need for more quality connections, and the spaces to make them.
• 34% of city dwellers report a lack of connection to their community - a problem particularly pronounced in Tokyo, where more than half (53%) feel disconnected.
• All generations unanimously agree that the increased prevalence of the digital world makes it harder to meet people in person, as the research revealed a growing trend of replacing regular in-person socialising with connecting online instead. 

**The total land area of Seoul = about 605 km². The total rooftop area (flat rooftops that can be used) = about 166 km². 

HEINEKEN today announced the installation of a Heineken® 0.0 draught at its 10,000th outlet in Europe. This milestone marks the company’s leadership in the non-alcoholic beer category and underscores the mainstream acceptance of alcohol-free options in bars and restaurants across key markets including the Netherlands, UK, Spain, Ireland, and France.  

As the pioneer of the 0.0 category, HEINEKEN continues to deliver on its commitment to innovation, consumer choice, and responsible consumption. Since the start of 2025, the company has been installing Heineken® 0.0 taps in an average of 14 outlets per day, highlighting the rapid growth of demand for alcohol-free options across pubs and bars. 

Demand for Heineken® 0.0 on tap is surging across key European markets including the Netherlands, UK, Spain, Ireland, and France, with venues reporting strong uptake. the Netherlands specifically, alcohol-free draught consumption is experiencing notable annual growth of 25%. From lunchtime gatherings and after-work drinks to nights out and sporting events, consumers are embracing alcohol-free alternatives. A recent Nielsen study commissioned by HEINEKEN revealed that one in four sports fans now chooses alcohol-free options while cheering on their team, underscoring how quickly 0.0 has become part of everyday social occasions. 

HEINEKEN offers three draught solutions that protect quality and help ensure venues of all sizes are able to offer that premium, freshly poured pint experience to people who have chosen not to drink.  

Launched in 2018 – just one year after its bottled counterpart – Heineken® 0.0 draught has grown in line with changing cultural attitudes toward moderation. With an 18% global share of the 0.0 beer category, HEINEKEN is leading the way in expanding consumer choice, fueling category growth, and reinforcing its commitment to responsible consumption. 

END

The HEINEKEN Company unveiled striking market insights today, highlighting a growing trend toward moderation and alcohol-free choices among Formula 1® fans. As the sport continues to evolve beyond the racetrack into a global cultural phenomenon, changing fan behaviours are reshaping expectations for inclusivity, choice, and responsible enjoyment. 

A new global Nielsen study, commissioned by HEINEKEN, reveals a major shift in drinking habits among sports fans, dispelling the outdated stereotype of the rowdy sports spectator. Conducted across 11 markets and representative of 70% of the combined Formula 1® and UEFA Champions League fanbase, the research shows that one in four fans are cutting back on alcohol or choosing alcohol-free alternatives. Notably, Formula 1® fans drink more 0.0 than the general population, with 56% regularly reaching for a non-alcoholic option compared to just 43% of the general population. 

Over the past decade, Formula 1® has invited old and new fans underneath the hood, taking them behind the scenes to get to know the teams and the colourful personalities, and experience first-hand what it takes to win a championship. These human stories, previously missing from the sport, have seen Formula 1® evolve from a traditional motorsport into a dynamic cultural platform, fueled by a renewed focus on sustainability and the rise of a values-led fanbase.  

With Gen Z and women playing an increasingly influential role in that fanbase, the market for choice and moderation has expanded to meet changing demand. Led by Heineken® 0.0, now in the tenth year of its Formula 1® partnership, alcohol-free options have become more visible through impactful sponsorships and increased availability. At the same time, strong Heineken® brand recognition is helping to make moderation acceptable and aspirational without compromising the fan experience.  

These trends are further quantified by the global fan behaviour study, which reinforces what Heineken® has long believed: that sport has the power to drive cultural change.  

Online interviews (CAWI) were conducted via Nielsen's monthly barometer, Nielsen Fan Insights, using an access panel. The total sample included 17,000 respondents aged 16–69 across 11 countries: Brazil, China, France, Germany, India, Italy, Mexico, Spain, the UK, the USA, and Vietnam, with representation ensured in each market through quota sampling (gender, age, region, occupation) and subsequent weighting. 

Brew a Better World 

HEINEKEN’s Brew a Better World strategy puts sustainability and responsibility front and centre of the business. Part of this ambition was to have a zero-alcohol option for at least one strategic brand in the majority of our operating companies (representing 90% of our business) by 2025, ensuring that in the longer term, wherever HEINEKEN sells beverages, a non-alcoholic alternative is also available. In 2024, we achieved this, with the number of markets with a zero-alcohol option for at least one strategic brand representing 91% of our beer and cider volumes. Today, HEINEKEN’s zero-alcohol portfolio encompasses more than 245 products, offering a wide variety of taste profiles, including lagers, flavored beers, and ciders. 

END

The campaign will launch ahead of the film’s much-anticipated global release on 25 June, from Warner Bros. Pictures. With Heineken® 0.0 also featuring directly in the film, the partnership marks the brand’s natural place in the world of FORMULA 1®, having been a sponsor since 2016. 

As F1® experiences a cultural rise like no other, F1® THE MOVIE is set to be the film event of the summer, and Heineken® 0.0 is right at the heart of the action, both on and off the track.  

The campaign from Heineken® 0.0 will see the release of a spot featuring Brad Pitt and Damson Idris, created to challenge outdated assumptions around alcohol and socialising.  

The content reflects how modern audiences are rethinking what ‘’choices’’ look like today. In one standout scene, we see Damson’s character, Joshua Pearce, enjoying a Heineken® 0.0, assuming he’s about to drive, when expectations are reversed and in fact it is Brad’s character, Sonny Hayes, getting behind the wheel. Designed to echo the brand’s “When Driving, Or Not” message and delivered within the construct of the film's characters, it supports Heineken® 0.0’s wider approach to normalising moderation, showing that enjoying a great 0.0 beer doesn’t need a reason. 

The collaboration continues Heineken®’s commitment to showing up where culture is happening, in ways that are authentic, entertaining, and socially relevant. 

In the lead-up to the film’s release, fans can expect exclusive content and behind-the-scenes access via Heineken® channels, bringing them closer not just to F1® THE MOVIE, but to the wider cultural conversation about moderation, inclusion, and changing social norms. 

The F1® THE MOVIE partnership builds on Heineken®’s longstanding global sponsorships, including Formula 1™, the UEFA Champions League, and the US Open - all platforms to champion moderation and support more inclusive drinking choices among fans worldwide.   

Further campaign and film details will be announced over the coming weeks. 

Link to TVC.

 ENDS
 

About F1® THE MOVIE: 

Apple Original Films and Warner Bros. Pictures Present A Monolith Pictures / Jerry Bruckheimer / Plan B Entertainment / Dawn Apollo Films Production, A Joseph Kosinski Film, F1^® The Movie, distributed worldwide by Warner Bros. Pictures, in theaters and IMAX^® nationwide on June 27, 2025 and internationally beginning 25 June 2025. 

For years, London-based Amelie Margaret Kirk and Sophie Hurst have made The Twelve Pins their matchday home - pints in hand, seats unchanged. As part of its ongoing celebration of football’s most devoted hardcore fans and the women’s game, Heineken transformed their personal tradition into a portable pre-match pub experience.

Painstakingly recreated and transported over 2,200 kilometres from North London to the heart of Lisbon, every detail of their ritual was brought to life - beermats, bar stools, pint glasses and all - so they could follow the same routine they believe helps set their team up for success. For these two superstitious fans, it’s not just a pub - it’s a travelling talisman.

Of course, it wouldn’t be a real pub without Heineken on tap. Football legend and former Lioness, Jill Scott MBE, will be hitching a ride to raise a glass with two of football’s most superstitious fans.

Heineken has supported the UEFA Women’s Champions League since 2021 and continues to spotlight the stories of real hardcore fans whose love for the game makes football more than just a sport.

To learn more about the campaign and celebrate fan superstitions, click here.

ENDS

Notes to editors:

Fans can follow the campaign by searching using the hashtag #SuperstitiousFans

For more information, please contact: HNKNFootball@edelman.com

Research:

The research was conducted by Censuswide, among a sample of 12,011 Football fans in the UK, USA, Germany, Brazil, Portugal, and South Korea. The data was collected between 01.04.2025 - 07.04.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.

Having spent £9.5 million in 2024 reopening 62 long-term closed pubs, HEINEKEN UK now has the lowest level of pub closures since 2019. It is continuing its efforts to keep pubs open in 2025, and works are completed or underway to reopen ten pubs so far this year. Although trading conditions have been tough over recent years, HEINEKEN UK has invested consistently throughout, allocating £194 million to improving its pubs between the start of 2020 and the end of 2024. Star Pubs licensees are also confident in the future of the pub market, investing an estimated additional £2 million in the schemes being carried out this year.

As 97% of HEINEKEN UK’s pubs are in rural and suburban locations, its 2025 investment programme will concentrate on community locals. Major refurbishments will equip pubs with stylish, comfortable and welcoming decors designed to attract diverse groups of pubgoers and cater for a wide range of occasions, while preserving original historic features of the buildings. A comprehensive package of energy efficiency measures will be included to increase each pub’s sustainability.

HEINEKEN's unwavering support for bars and pub owners

As trends of loneliness increase and people spend more time online instead of making real-life connections, HEINEKEN's efforts to revitalize pubs and create quality socializing moments become more relevant than ever. HEINEKEN's £40 million investment in the UK is a part of its ongoing commitment to supporting the bar industry and stimulate togetherness.

Pub Succession Campaign 

In 2025, the HeinekenⓇ brand launched the Pub Succession campaign to preserve historic pubs like McLoughlin’s Bar on Achill Island, Ireland. With no family heir, Heineken sought a successor—preferably with the McLoughlin surname—to keep the family name alive. The chosen successor will receive mentorship and business support to ensure the pub thrives as a social hub. This follows the successful Pub Museum campaign in Ireland, which focused on preserving the cultural and historical significance of Irish pubs and received widespread praise and multiple awards.

Swipe for bars that match your preferences

Recognizing that 67% of young adults, particularly Gen Z and Millennials, stick to familiar bars despite their desire for new experiences, the HeinekenⓇ brand earlier this year launched the Bar Dating app in Brazil and Italy, allowing users to swipe right on bars that match their preferences. Also this year, HeinekenⓇ introduced the Hei app in Brazil to help users plan nights out efficiently, driving foot traffic to bars and restaurants. These initiatives not only expanded social circles but also revitalized the nightlife and supported the industry.

Starring Bars: Lights, Camera, Cheers! 

The Starring Bars initiative transforms bars into film sets and with that provided bars with new revenue streams and increased visibility. As part of the HeinekenⓇ brand broader Back the Bars campaign, this initiative creates a global catalogue of bars as film-ready locations. It helps bars attract filmmakers and ensures they benefit financially from being featured in movies, TV shows, and commercials.

Shutter Ads: Bars in the Spotlight During the Pandemic

During the COVID-19 pandemic, HeinekenⓇ launched the innovative Shutter Ads campaign. By transforming the closed shutters of bars into advertising spaces, Heineken redirected its outdoor advertising budget to support these establishments financially. This initiative provided over 5,000 bars in Argentina, Germany, Indonesia, Italy, and Spain with a much-needed revenue stream, redistributing €7.5 million and ensuring that 100% of the participating bars successfully reopened after the pandemic. This brand campaign generated 40% more media value than traditional out-of-home advertising methods and won the Outdoor Grand Prix at the Cannes Lions 2021.

These company and brand initiatives have not only provided financial support but also had a positive social and cultural impact, ensuring bars remain vibrant hubs of community and connection. They have blown new life into local nightlife, celebrating the feeling of togetherness and revitalizing valued locations.

ENDS

Heineken® Studio collides the expertise of Heineken®’s top creative talent in brewing and innovation, with the cultural tastemakers of today and tomorrow. The aim is to create experiments that are bold, progressive, and have deep cultural relevance.

In this spirit of collaboration and innovative play, Heineken® Studio exists to facilitate a cultural exchange. It will develop new, exciting experiences and products that create elevated consumption moments, extending the opportunities for beer and driving quality social connections. 

A consumer feedback loop is integral to the Heineken® Studio concept and will be vital in shaping its offering - allowing the innovation process to move at the speed of consumer trends. 

People can try the latest Heineken® Studio innovations at The Heineken® Experience in Amsterdam. Here, a rooftop bar has been redesigned to showcase the Heineken® Studio, inviting consumers to experience some of the experiments themselves, whilst letting us know what they think. 

Current innovations people can discover: 

• Personalised Draught: Sitting at the intersection of technology and craft, this first-of-a-kind ‘beer printer’ invites people to play with the character profile, depth, ABV and finish - all depending on their tastes, mood and occasion.
• Foam Infusions: The world of beer and trending flavours in a single serve. Proprietary technology allows the foam top of classic Heineken® to be infused with limitless complementary flavours. The foam gently infuses its exciting flavours into the beer, delivering a fresh new take on an old favourite. 
• Pilot Brews: Pilot Brews are an evolving series of pioneering, small-batch, easy-to-drink, refreshing lagers. A place for our Brewmaster to play. Each series comes packed with depth and character, pushing the boundaries of lager.

Heineken® Studio has been launched globally, rolling out across three markets initially: The Netherlands, France, and Ireland.

[ENDS]

As part of the project, Heineken® is also inviting movie directors, location scouts and other film industry professionals to consider these bars first when looking for a set. By highlighting these character-rich spaces, the initiative could put bars at the heart of Hollywood storytelling – as authentic settings, while ensuring the bars benefit financially from being featured in film and television productions. 

Finding the right venues for film, TV, or advertising productions isn’t easy, but it’s even harder to keep a bar afloat. To tackle both challenges in one; Heineken® created ‘Starring Bars’, providing production teams with easier access to real bars they can book for shoots through a growing online catalogue available at www.starringbars.com. The site includes photos, floor plans, and availability, streamlining the scouting process. By choosing a real bar over a studio set, filmmakers bring added authenticity to on-screen storytelling, while supporting local businesses and communities.  

To bring the 'Starring Bars' initiative to life, Heineken® is rolling out a dynamic visual campaign that puts bar owners in the spotlight and tells the stories of the people behind these venues. Heineken® is also sending moving billboards on a tour of major entertainment hubs to call on filmmakers to explore the catalogue and consider bars as prime shoot locations, with playful messages like 'Hey Director, these bars can handle a drama.'  

Nabil Nasser, Global Head of Heineken® Brand says, “Bars are more than just places to grab a drink; they are community hubs and cultural landmarks. With 'Starring Bars,' we’re spotlighting these venues and helping open new commercial opportunities to support them. This initiative is about backing the bar industry in a meaningful way, and we’re inviting the entertainment world to be a part of that.”  

Each year, Heineken® makes a lot of ads and fees for location rentals are a key piece of any ad production budget. Through 'Starring Bars,' that investment will now directly benefit bars – supporting owners and the communities they serve. Heineken® aims to build a comprehensive global catalogue of real bars that double as filming locations. 

Heineken® is all about bringing people together and celebrating the connections that make bars special. 'Starring Bars' reflects this commitment, offering bar owners increased visibility, more foot traffic, and the chance to be featured in film and media.  

-ENDS-  

About HEINEKEN: HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken^® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business. 

 HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).  

Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us on Instagram and threads via @TheHEINEKENCompany. 

Kicking off in Vietnam on April 7 and finishing in Kenya on May 3. The 2025 tour will bring the legendary UCL trophy to five countries across two continents - Vietnam, and Indonesia in Asia, while South Africa, Zambia, and Kenya will be visited in Africa. At every stop along the way, fans can expect exhilarating activations that recreate the thrill of matchday and guarantee an unforgettable football experience.

To bring the experience to life, the global beer brand has teamed up with football legend, Bastian Schweinsteiger – a previous UCL winner who knows exactly how it feels to lift the coveted trophy. Bastian will follow the trophy on its epic, cross-continental journey and celebrate alongside fellow ‘hardcore’ fans.

Creating Unforgettable UCL Experiences for ‘Hardcore’ Fans

In Vietnam, ‘hardcore’ football fans often wake up at 2 am just to catch the action, proving that nothing – not even sleep – can come between them and the beautiful game. To recognise their impressive dedication, Heineken® is uniting Vietnamese fans to our 24-hour outlet and live-watch the Quarter Final with the legend. These unassuming locations will become electrifying football hubs where fans can unite and relive the rush of a live match, no matter the time of day.

Meanwhile, in South Africa, 3.4 million fans watch UEFA Champions League matches on their own on their smartphones – turning what should be a shared celebration into a solo one. To reignite the community spirit of matchday, Heineken® created a special wall where fans attached their phones, syncing the screens creating one giant display for a shared viewing experience – HERE.

To date, Heineken® has taken the energy of the UEFA Champions League to over 30 countries by bringing the most prestigious prize in club football within arms reach of fans who never imagined they’d have the chance to see it up close. Now for 2025 Heineken® is bringing the UCL experience to more ‘hardcore’ supporters who have been cheering from afar.

From exclusive meet-and-greets with a UCL legend to thrilling fan experiences, the 2025 UCL Trophy Tour underscores the brand’s commitment to making sure no fan is left out of the action. Whether they’re pitch-side or on the other side of the world, the brewer celebrates all the ‘hardcore’ fans.

Editorial information:

For more information, please contact: Joey Brophy, Global Brand PR: joseph.brophy@heineken.com 

- ‘The Flipper’ phone case is a world-first prototype that flips your phone face down so you don’t get distracted by socials when you’re out socializing

- Inventor Simone Giertz collaborated with Heineken^Ⓡ to road-test the device in her own humorous way 

Heineken^Ⓡ has created a prototype phone case that helps with a very modern problem: everyone being at the bar scrolling through their social media rather than talking to each other.

‘The Flipper’ quite literally flips your phone face down when it senses people are out having a good time through clever voice detection technology. The idea is that instead of being distracted by a barrage of notifications, people get #SocialOffSocials.

The witty device uses an AI-trained listening tool connected to a robotic arm to flip the phone nestled inside it when it senses the word ‘cheers’ - a universal sign you’re out having a good time in person.

The global beer brand launches the creation in a bid to demonstrate the issue of ‘Phubbing’ - being distracted by social media and snubbing the people you’re with. In fact, a recent study* showed that up to 47% of adults are ‘phubbers’, glued to their smartphones.

To promote the message of getting #SocialOffSocials, Heineken^Ⓡ recruited Swedish inventor and robotics enthusiast Simone Giertz to test The Flipper in her own idiosyncratic and humorous way.

‘The Flipper’ isn’t the first device Heineken^Ⓡ has created in its bid to tackle digital overload. Last year, the beer brand launched ‘The Boring Phone’ - a stylish phone that comes without all the features that make the modern smartphone so distracting. The devices became a sellout success, proving that social lives are more enriching when there’s less on your phone. In fact, they were so popular that Heineken^Ⓡ  later launched ‘The Boring Mode’ - a way of turning any smartphone into a Boring Phone.

Heineken^Ⓡ also created ‘The Closer’, a high tech bottle opener that offered a funny response to our ‘always-on’ culture. When people used it to open a bottle of Heineken^Ⓡ, the bottle opener immediately shut down work applications - leaving you free to enjoy a beer without any annoying emails and notifications.

The ironic yet iconic Flipper is a prototype, but even those who can't get their hands on one are encouraged to flip their phones the old fashioned way and avoid digital distractions. Cheers! #SocialOffSocials.

You can find out more about ‘The Flipper’ here.

Link to imagery and demo video here.

Link to video of The Flipper in action here.

Notes to Editors:

Contact: heineken@wearetheromans.com

Joey Brophy, Global Brand PR: joseph.brophy@heineken.com      

______________________________________________________________________________________________________________________________________________________________________

*Study in the National Library of Medicine by Ora Peleg; Meyran Boniel-Nissim; ‘Exploring the personality and relationship factors that mediate the connection between differentiation of self and phubbing’

- Global data shows that 67% of young adults* tend to go back to the same bar time again, despite wanting now more than ever to explore new places, have new experiences and meet new people

- With dating apps now part of everyday life, Heineken^Ⓡ is blending the words of swiping and socialising - offering consumers a clever and easy new way to match with a new bar and refresh their social life  

Heineken^Ⓡ is shaking up the dating app scene - not for romance, but to help young adults discover new bars and “match” with a more rewarding social life. 

The global beer brand has launched ‘Bar Dating’ apps in Brazil and Italy, designed to add a fresh twist to a night out by helping consumers find new venues and break free from their ‘usual’. No longer just a way to connect with new people, consumers will be able to use the apps to “swipe right” on their next (bar) date. 

Each bar has a dating profile so consumers can find a match which is just their type. Whether that’s a bar with stacks of personality, one with more laid-back vibes, one with a good sense of humour, passionate about live music, or one that simply serves their go-to beer with a side of good conversation. 

Heineken^Ⓡ - which has always strived to foster quality socialising moments - hopes that the launch of the new apps will help younger consumers break free from the sameness, expand their social bubbles and build more real-life connections. It has also been designed to support the bar industry - encouraging more customers through doors. As part of the campaign, Heineken^Ⓡ has worked with bars to give their dating profiles a glow up ahead of the launch of the app to help attract new customers. 

The launch comes hot on the heels of new global research revealing that 67% of young adults (Gen Z and Millennials) worldwide admit they tend to play it safe and go back to the same bar time and time again when socialising with friends. 

Despite having the strongest desire to discover new places, have new experiences, and meet new people, the reality is Gen Z and Millennials tend to stick to their comfort zone. 21% are worried about going somewhere they wouldn’t like, 18% say it is too hard to please all their friends, and 15% say they are overwhelmed by choice.

The research found that this was having a knock on effect on how young people felt about their social lives. More than half (59%) admitted they didn’t think it was as rewarding as it could be, with a third (34%) wishing their social life involved more new experiences and a quarter (23%) of Gen Z saying it lacked a certain ‘spark’.

Gone are the days of meet-cutes and blind dates organised by friends, the research shows that the first place Gen Z and Millennials turn when they want to spice up their love lives is apps. 

Heineken^Ⓡ found that two-thirds (64%) would like a way to find new bars the same way they swipe through dating apps. And with a similar number (63%) saying they’d be happy to consider an open relationship with their local, it’s clear monogamy will not be an issue.

Half (47%) don't think social experiences should be limited to one place and the same people and two in five (37%) believe discovering new places could keep their social life fresh, stimulating, and exciting.

Bar Dating is just one of a number of campaigns launching across 2025 designed to back the bars and support socialisation across the world – and follows the success of Heineken’s^Ⓡ Pub Succession campaign in March 2025. 

Notes to editors:

For more information please contact: heineken@wearetheromans.com  

Joey Brophy, Global Brand PR: joseph.brophy@heineken.com  

About the Bar Dating WebApp (Italy)

Bar Dating is a WebApp that helps you discover great bars and events while effortlessly planning get-togethers with friends to meet at the bar. Access it via bardating.com

About the Hei App (Brazi):

The Hei App is a mobile app designed to help consumers discover new bars in São Paulo, Brazil. With expert curation of São Paulo’s bar scene, the app offers exclusive content and recommendations - all discoverable via swiping, akin to a dating app. The Hei App will be frequently updated with new content and will feature curation by major names in the cultural scene. To download Hei App, simply visit the mobile app store—Google Play or Apple Store—and search for ‘Hei.’ The app is restricted to users aged 18 and over.

Research:

*Heineken^Ⓡ commissioned survey of attitudes to dating and socialising. Sample size of 7,200 adults of legal drinking age across the UK, USA, South Africa, India, Brazil, France, Italy & Egypt). Research conducted by OnePoll, March 2025. Research can be broken down by country and further demographics on request.

- This new, limited-edition drop blurs the lines between beer and beauty, taking the signature ultra-smooth taste of Heineken® Silver and turning it into an unexpected creation

- The Heineken® Smootheriser will launch in Cambodia and Taiwan, bringing a refreshing twist to skincare and redefining what smoothness means

Heineken® Silver, the beer renowned for its ultra-refreshing smoothness, today unveils The Heineken®  Smootheriser, a “skin-smoothing” beauty cream. Blurring the boundaries between beer and beauty, the cream draws inspiration from Heineken® Silver’s crisp, easy-drinking formula, taking its smoothness beyond just beer.

At a time when consumers are engaging with brands in more unexpected ways, Heineken® Silver is leaning into cultural trends, stepping beyond traditional marketing to create something playful and disruptive. Launched in Asia, this unexpected creation taps into skincare’s popularity surge and the rise of self-care to engage a broader audience with something playful and disruptive.

Disrupting Expectations, One Smooth Move at a Time

Pushing category boundaries is in Heineken® Silver’s DNA. Brewed at -1°C for a refreshingly crisp taste, the beer has always redefined smoothness. Now, in true Heineken® Silver fashion, the brand is making waves with its unconventional approach to brand engagement and sparking curiosity and conversation.

What started as a joke was just too smooth not to make real.

A Cultural Conversation in the Making

While it makes its debut on April 1, The Heineken® Smootheriser is no April Fool’s joke. The product actually exists, blurring the line between parody and possibility. Infused with the same quality barley and hops that give Heineken® Silver its signature crisp taste, The Heineken® Smootheriser is exquisitely packaged with a premium formulation that is designed to hydrate and nourish the skin. Over 1,000 limited-edition boxes are now available exclusively through select activations and giveaways.

The Heineken® Smootheriser will launch in Taiwan and Cambodia, coinciding with Heineken® Silver’s official launch in the latter market.

Fans eager to witness the exciting blend of beer and beauty can follow @heineken_tw and @heineken_kh on Instagram for more updates on The Heineken® Smootheriser.

Press Enquiries:

Joey Brophy, Global Brand PR

joseph.brophy@heineken.com     

At the start of the new year and Dry January, the outlook for the low and no alcohol category looks positive for 2025; although research from Heineken® shows there are still some hurdles to overcome. 

The global 0.0 beer market is currently worth US$13.7 Billion, and accounts for 1.7% of global beer volume. The HEINEKEN Company has driven growth in the 0.0 beer category with a 10% CAGR over the past five years, led by Heineken 0.0® reporting 14% growth in the first half of 2024. This performance surpasses what is one of the fastest growing beverage categories globally, which delivered a growth rate of 4.8% CAGR in the same five-year period, as consumer interest continues to build¹. This is also underpinned by new study findings showing that 0.0 is seen as a confident choice as participants acknowledge non-alcoholic drinkers as “cool” (9%) and “respectable” (25%) rather than “uncool” (4%) or “boring” (6%).

Despite the growing opportunity and potential scale of the low and no alcohol category, new research into drinking habits from Heineken® 0.0 in collaboration with University of Oxford Professor Charles Spence has revealed that in some situations social pressure is still a barrier to choice and consumption.

An early leader in the low and no alcohol category, HEINEKEN has been investing and innovating since 2017 to fuel increasing demand for alcohol free alternatives, and the segment now accounts for over 4% of HEINEKEN’s portfolio, with notable growth in several key markets. In Europe, as well as in the United States and Brazil, Heineken® 0.0 and Sol 0.0 are gaining significant traction.  

This new study undertaken by Charles Spence, Professor of Experimental Psychology at the University of Oxford and Heineken® 0.0, surveying 11,842 adults across five developed non-alcohol beer markets UK, USA, Spain, Japan (over the legal drinking age up to 75 years old), and Brazil (18 – 65 years old), found that despite the rising acceptance of low and non-alcoholic beverages, certain demographics report they feel societal pressure or are being questioned when choosing alcohol-free options.

Within the surveyed group, Gen-Z (legal drinking age to 26 years old) experiences the highest levels of societal expectations around alcohol consumption, with more than one in three reporting to have felt pressure to drink alcohol in some social situations.

Some other notable findings from the study tell us:

• 21% of Gen Z say they have concealed drinking low and no alcohol versions of alcoholic beverages because of social pressures.
• 38% of Gen Z men say they would be willing to drink low and no alcohol versions of alcoholic drinks, but only if their friends do too.
• If and when Gen Z men choose to drink a low or no alcohol version of alcoholic drinks, 29% feel they need to explain and justify their choice of drink and even feel like “outsiders” for doing so.
• When it comes to moderation, there is a gap in what people say versus what they do - 51% of people have ended up drinking alcohol when they said they wouldn’t, which could be due to social pressure.

HEINEKEN wants to tackle the stigmas around social acceptance of choosing low and no alcohol beverages with a clear message: if someone chooses dry, it doesn’t matter why. To empower people to be reason free, Heineken® launches its new campaign ‘0.0 Reasons Needed’ as part of the ongoing strategy to grow the category and refresh the market’s perspective on low and no-alcohol beverages.

Heineken®’s latest campaign follows the ongoing efforts of Heineken® 0.0 to expand the NAB category, featuring impactful sponsorships like Heineken® 0.0 x F1 and its "When You Drive, Never Drink" message, as well as inspiring ambassador partnerships, such as the one with four-time world racing champion Max Verstappen. HEINEKEN continues to lead the way in driving cultural and behavioral change. Matching the rising demand for Heineken® 0.0, it is now available in 114 markets to date.

This commitment is guided by HEINEKEN’s “Always a Choice” principle, which ensures that wherever Heineken® Original is available, Heineken® 0.0 will also be offered. In Europe, over 60% of locations now include this alcohol-free option, providing consumers with more choices in social settings.

Brew a Better World

HEINEKEN’s Brew a Better World strategy puts sustainability and responsibility front and centre of the business. With the ambition to have a zero-alcohol option for one strategic brand in the majority of markets (accounting for 90% of our business) by 2025, ensuring that in the longer term, wherever HEINEKEN sells beverages, a non-alcoholic alternative is also available. Today, HEINEKEN’s zero-alcohol portfolio encompasses more than 245 products, offering a wide variety of taste profiles, including lagers, flavored beers, and ciders.

1.     According to research by IWSR, a leading global drinks data and analytics provider, which revealed growing consumer interest and forecast category growth of CAGR of +6% between 2023 and 2027.

Technical Note

The research was carried out by Ipsos UK on behalf of Edelman and Heineken. Ipsos UK interviewed a representative quota sample of 11,842 adults using its online omnibus, including a boost sample of 1,483 Gen Zs. Fieldwork was carried out in five markets - UK, USA, Spain, Japan and Brazil.

The sample achieved is representative of the population aged 18-75 in all markets except Brazil, where the participants were aged 18-65. Quotas were set on Age within Gender, Region and Working status.

The data have been weighted to the known offline population proportions for interlocking cells of gender within age, working status, as well as region and education (in UK, USA, Spain, Brazil), social grade (UK only) and income (USA only) to reflect the adult population of this audience in each market.

Whilst there are some differences by market, figures cited here are based on an overall average, with each country having an equal weight. 

Fieldwork was carried out between the 16th August and 30th August 2024.

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About HEINEKEN

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 350 international, regional, local and specialty beers and ciders. With HEINEKEN’s over 85,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company's website and follow us on LinkedIn and Instagram.

Press enquiries                                            
Marlous den Bieman
E-mail: pressoffice.heineken@heineken.com
Tel: +316 237 583 85                                             

The iconic Zandvoort racetrack provided the backdrop for an electrifying battle, where Jernej Dovžan from Slovenia triumphed against fierce competition, claiming the title and global recognition as the ultimate sim racing talent.

Adding to the excitement, Max Verstappen, Heineken® 0.0 ambassador, took to the stage to meet fans and celebrate the finalists, highlighting the growing intersection of esports, motorsport, and responsible consumption.

Player 0.0 is a core initiative of Heineken®’s When You Drive, Never Drink platform, reinforcing the message that "The Best Driver is the One Who Is Not Drinking." With a mission to promote responsible consumption, the competition engages new audiences through the dynamic world of gaming.

Launched in 20 countries, this year’s Player 0.0 contest introduced a bespoke and innovative mobile game as the entry point for the competition, enabling participants from all backgrounds to join the competition. The event continues to expand Heineken®'s commitment to creating safer roads through engaging, impactful platforms.

As the 2024 season concludes, Heineken® looks ahead to even bigger plans for Player 0.0 in 2025, continuing to champion responsible consumption and innovative fan experiences.

-ENDS-

About Player 0.0:
Player 0.0, part of Heineken's "When You Drive Never Drink - The Best Driver" initiative, redefines the choice of a designated driver, focusing on sobriety as the key criterion. This global campaign, prominently featuring four-time F1 champion Max Verstappen, builds on Heineken’s legacy of promoting responsible drinking. Initially launched in 2021, Player 0.0 combines interactive virtual gaming with the experience of enjoying Heineken 0.0, bringing the responsible drinking message to life. Participants engage in a virtual competition, with opportunities to win various prizes and a chance to compete in the Player 0.0 Global final event. Player 0.0 exemplifies Heineken®'s commitment to responsible consumption and enhancing social life.

About Heineken®:
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business.

HEINEKEN® has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).

HEINEKEN, marking its ninth year as an official Formula 1 partner, is bringing together the world of racing with its commitment to responsible drinking, as part of its “Always a Choice” and “When You Drive, Never Drink” campaigns.

Since first partnering with F1 in 2016, HEINEKEN is committed to leading real change around attitudes towards drinking and driving. The primary product focus for the partnership is the world’s most popular zero-alcohol beer, Heineken 0.0. With Heineken 0.0, consumers are offered a choice and enabled to be part of the social occasion, even when they're driving.

After the kick-off in the Netherlands with Max Verstappen, marking HEINEKEN’s fourth year at the Dutch Grand Prix, later this year, F1 enthusiasts will have increased options for responsible alcohol consumption at the upcoming races in Mexico (featuring Heineken 0.0), Brazil (offering Sol 0.0), and Las Vegas (with Heineken Silver).

HEINEKEN has been a pioneer in promoting responsible alcohol consumption for years and allocates at least 10% of its marketing budget to reinforce this message. As a result, besides Formula 1, HEINEKEN proudly sponsors other iconic global sport events, including the UEFA Champions League, the US Open, the Super Bowl, and the Summer Olympics and Paralympics.

Driving the message of responsible drinking with Max Verstappen

During the Zandvoort race, triple Formula 1 world champion Max Verstappen started the second edition of the Heineken Player 0.0 competition. Launched last year and won by an amateur racer who defeated Max Verstappen, this exciting gaming initiative highlights HEINEKEN’s global commitment to responsible consumption, as part of its “When You Drive, Never Drink” campaign. As Verstappen himself puts it, “The best driver is the one who doesn't drink, unless it's 0.0.”

Enjoy more by doing less

In an era where health and well-being are becoming increasingly central, the future of socializing is undergoing a shift. Younger consumers are leading the rise of non-alcoholic beers and transforming the social drinking landscape. Recent research shows that 48% of Gen Z alcohol consumers would consider trying a non-alcoholic beer, compared to 21% of alcohol consumers aged 45 and older.

“Want to grab a beer? ¿Te apetece una cerveza? On va boire une bière?” - recognised the world over as a ''catch all phrase'' for getting together, Heineken® doesn’t mind if in the end you forget about the beer; as long as you are prioritising socialising.

With sociability at Heineken®’s core, celebrating these moments is more important to the brand than the beer itself; after all, Freddy Heineken himself said: “I don’t sell beer, I sell gezelligheid” (a famous Dutch phrase meaning ‘the feeling of good times’).

To bring this brand purpose to life, the iconic brewer has created an advert, going live today on International Beer Day; that showcases how ‘forgotten beers’ on the periphery of parties, football matches celebrations or get togethers in bars, demonstrate that good times are being had. Soundtracked to Debussy’s Claire de Lune, the powerful ad shows that the best part of having a beer isn’t actually the beer itself.

With factors like digital overload and longer working hours increasingly affecting our social lives, making sure we come together for good times is now more important than ever. A recent study¹ found nearly a quarter (24%) of the global population feels “very” or “fairly” lonely, while 6% do not feel connected “at all” to others, equating to about one in every 20 people worldwide.

Heineken® has a rich history of tackling the enemies of socialisation. Earlier this year, the brand launched ‘The Boring Phone', with no access to the internet, social media, or other apps, to help people discover there is more to their social life when there is less on their phone, as research revealed 90% of people admit to habitually scrolling on nights out².

While back in 2022, the brewer created ‘The Closer’, a high-tech bottle opener that used technology to close your work apps the moment you pop the lid off a Heineken®.

Even for its 150th anniversary, which some may have expected to be around heritage, Heineken® created a global campaign that shows how the brand doesn’t care how consumers drink, name or spell it, as long as they are having a good time with it, one way or another. It also saw the creation of the ‘Good Times Index’, which looks at the conditions that consumers need to experience that feeling of good times.

So, for International Beer Day, Heineken®’s sentiment to good times remains just the same – way ahead of the beer itself.

The full ad for International Beer Day, ideated by creative agency LePub is available to watch online here. 

_{1: 2023: Gallup and Meta: "The Global State of Social Connections"}

_{2: Dialing up nights out: Heineken® & Bodega's ‘Boring Phone' (theheinekencompany.com)}

To celebrate the UEFA Women’s Champions League Final in Bilbao on 25th May at the San Mames Stadium, Heineken® is refreshing perceptions of what it means to be a ‘hardcore fan’. In an effort to counter the outdated male stereotypes that come with the term ‘hardcore fan’, we’re focusing on the true face of modern football fandom across men’s and women’s UEFA competitions, because women can be just as positively obsessed with the beautiful game.

Putting true fans front and centre this season, we have developed the Real Hardcore Fan Club to share heartwarming and often outlandish stories of passionate fans that challenge the status quo to make football more inclusive for all. From nuns singing for their team on Sundays, to pets (and people!) named after football legends, the hardcore fans aren’t all who you’d think.

To support the rallying cry for inclusivity within football, Heineken® has been leveraging its 30+ years partnership with UEFA to help level the playing field for all football fans by tackling the issues that prevent them from having an enjoyable, inclusive experience.

Since becoming a sponsor of the UEFA Women’s Champions League in 2021, we have looked to continually challenge stereotypes and exclusionary behaviour that says football is for men only, from our 2023 campaign “Cheers To All Fans… Men Included” to this year’s "Cheers To The Real Hardcore Fans”.

To support this message Heineken® created ‘The Social Swap’ which highlighted and addressed gender bias in football by tackling online toxicity. We asked ex-players and pundits, Jill Scott MBE and Gary Neville to switch social accounts in secret to prove they were being judged unfairly on their opinion because of their gender.

Inspired by the fact that Asia is home to some of the world’s most ''hardcore'' football fans – so devoted, they’ll wake up at 3am or 4am to watch UEFA Champions League games live – Heineken® wanted to provide a location for fans to watch UEFA Champions League matches. When most bars are closed and watching alone at home is the only other option, Heineken® created 'LaundroMatch'.

In partnership with WashEnjoy, one of South Korea’s largest laundromat franchises, Heineken® transformed 24-hour laundromats into 24-hour sports bars at locations across the country.

“Heineken® believes that being a ‘real hardcore’ football fan isn’t about how you look, it’s about how you behave – anyone who wakes up at ridiculous hours to watch their team, names their pets after their icons, or wears their lucky pair of socks during matches qualifies as hardcore. We wanted to celebrate Asia’s hardcore fans who truly live and breathe the sport in a positive, sometimes quirky way. And what could be quirkier than staying up all night to watch the UEFA Champions League at a laundromat?” explains Giwoun Park, Marketing Director at Heineken® Korea.

Opening 3am (KST) on 10-11 April with two consecutive events, fans flocked to WashEnjoy Laundry Park at 6 Beobwon-ro 4-gil, Songpa-gu, Seoul, South Korea to watch teams compete in two different matches. Four all-expense paid trips to the final UEFA Champions League 2024 match on 1 June were also up for grabs: a dream-come-true experience.

From now until June, South Korea’s real hardcore fans will be able to scan QR codes found at WashEnjoy laundromats nationwide to access complimentary 30-day SPOTV subscriptions, so they can enjoy the UEFA Champions League quarter and semi-finals at a nearby Heineken® LaundroMatch.

As a long-time sponsor of the UEFA Champions League, Heineken® recently launched a global campaign called “Cheers To The Real Hardcore Fans” in February 2024, which redefines what it means to be a “real hardcore fan” in an effort to make football more inclusive.

With the launch of ‘LaundroMatch’, Heineken® is bringing the ‘Cheers To The Real Hardcore Fans’ platform to Asia with the goal of connecting with a wider range of fans worldwide and making Heineken® the global beer of choice during the UEFA Champions League.

The collaboration will include an exciting, new creative campaign featuring the film's stars Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine), where fans will see how Heineken Silver is the perfect bridge to help resolve the bitterness between Deadpool and Wolverine.

In the spot, Deadpool entices Wolverine to rise above hostility, offering to instead share a Heineken Silver rather than fight. The campaign will include a television spot, in-store promotion, as well as digital and social media support. 

“One thing that Deadpool and Wolverine can agree on is that Toad is not in anyone’s top 10 mutants. But that’s not why you’re here. The other thing we agree on is that we’re happy to be entering the MCU with Heineken Silver. Nothing gets you through the long and frequently confusing days in the multiverse like the crisp & refreshing taste of Heineken Silver,”  said Ryan Reynolds and Hugh Jackman, in a first ever joint statement.

Heineken Silver is meant for those who are looking to reach out and connect with people around them with a more accessible and less bitter taste. With only 2.9 carbs and 95 calories this world-class light beer has all the taste, with no bitter endings.

Coming as a continuation of Heineken Silver’s All The Taste, No Bitter Endings campaign, this collaboration expands on Heineken’s rich history of film integrations. Since 2021, Heineken has been building its relationship with Marvel Studios, including integrations within Marvel Studios’ “The Falcon & The Winter Soldier” as well as a Super Bowl campaign with Marvel Studios’ “Ant-Man & The Wasp: Quantumania.” 

- The start of this production is thanks to the confidence in the economic potential of the country, where approximately $.8 million have been invested in infrastructure and logistics.

- This project promises to increase its labor force by more than 8%.

In a significant event for the Panamanian economy, HEINEKEN Panama has begun local production of its Heineken® beer, marking an important milestone for both the industry and the country. This step reflects a firm commitment to local economic development, job creation, and the implementation of international standards in production.

For more than six decades, HEINEKEN has been an integral part of Panama's business fabric, strengthening its presence with the acquisition of Cervecerías Barú more than 20 years ago. The decision to initiate local production of Heineken® underscores the company's confidence in the economic potential of Panama and its people. This commitment is reflected in the remarkable growth of the brand, which has increased 59% in the last 2 years, highlighting the company's ability to adapt and thrive in the Panamanian market.

The project has been made possible by an investment of more than US$8 million to improve and strengthen the brewery's infrastructure and logistics. The investment not only modernizes the local production plant, but also ensures that the process meets HEINEKEN's rigorous global quality standards. Local production allows the beer to reach Panamanian consumers with a higher level of freshness, reinforcing the brand's value proposition and its premium products in the market. In addition, this year the company plans to expand its portfolio of locally made products with the introduction of Heineken® Silver.

This milestone is significant not only for its direct impact on the economy through investment and job creation, but also for the multiplier effect it has in the local supply chain; by 2025, HEINEKEN Panama projects an increase of more than 8% in its workforce.

The local production of Heineken® in Panama marks the beginning of sustainable economic growth, driven by investment in local talent and state-of-the-art technology. This effort not only consolidates the company's presence, but also contributes significantly to the country's economic progress and development.

The limited run of ‘dumb’ phones - specifically designed to have reduced tech capabilities - has been created to encourage people to enjoy better real-life connections on nights out by disconnecting from their smartphones. 

With smartphones becoming so advanced and interesting to the user, it’s easier than ever to connect to the online world but harder to stay in the moment. Produced by European mobile innovator, Human Mobile Devices (HMD), the Heineken® x Bodega Boring Phone strips back the distractions of today’s smartphones. Designed to deliver the basics needed for a great night out, the phone’s primary function is to send and receive calls and text messages. 

The phone’s transparent casing and holographic stickers draw inspiration from Gen Z’s love of Newtro fashion and design and are reminiscent of mobile phones of the early 2000s. With modern-day frills removed, the phone is unable to download social media or other apps that take away from being present. It also has a handy week of standby time and up to 20 hours of talk time.   

As smartphones continue to dominate attention spans globally, new research commissioned by Heineken® reveals 90% of Zillennials* across the UK and US confess to doom scrolling while socialising with friends and family; checking their devices seven times each night out on average. 

When it comes to the biggest distractions, two-thirds admit to checking social media (62%) when hanging out with others, while over a third (36%) confess to checking work emails. Three in ten (30%) also revealed they sneakily play games instead of engaging with their family and friends in the moment.

But as over a third (37%) reveal that they check their phones more often than they should when socialising, the tide is beginning to turn with 32% admitting they would like to be able to switch off from their phones while on a night out.

Encouragingly, one in five (22%) revealed they already turn their phone off or leave it at home ahead of social occasions and a further two in five (38%) say they’d consider doing so. 

Heineken® and Bodega have embarked on this partnership to show people that there is more to their social life when there is less on their phone.

Emerging Ibiza-based, British producer, TSHA, who is quickly becoming one of the most exciting young artists in the industry, will be celebrating The Boring Phone launch with a giveaway to fans, having experienced first-hand how smart tech serves as a barrier to being in the moment at music events. 

Heineken® and Bodega will unveil The Boring Phone at Milan Design Week on Thursday 18th April, with a party hosted by the collaborators. Following this, devices will be given away to revellers around the world, so they can disconnect, reclaim quality time with friends, family and loved ones, and dial up their nights out. 

An app that will turn smartphones boring will also be launched in June to give those who don’t manage to get their hands on a physical device the Boring Phone experience. 

To discover more about The Boring Phone and why ditching smart tech enables better nights out, visit www.heineken.com/theboringphone.

This campaign also shines a light on the opportunities and resources afforded to pubs by gaining official ‘Museum Accreditation’ – in conjunction with the Irish Heritage Council – further helping to preserve pubs of historical significance, so they can be enjoyed for generations to come.

read more: https://www.heineken.com/ie/en/pub-museums 

In the fast-pace of today, the brewer recognises that feeling of refreshment is more important than ever – and it is something Heineken® has delivered to the world with its unique recipe for more than 150 years.

‘The First Ahhh!’ ATL highlights the ‘first sip’ feeling you get from its perfectly balanced taste. Meanwhile, the wider global campaign showcases Heineken®’s five core brewing principles to consumers, which are the secret behind the beer’s reliable high-quality, perfectly balanced taste – no matter where you are in the world.

In typical Heineken® fashion, to show how much it cares about its perfectly balanced taste, the brand has been sending out its Master Brewer, Willem van Waesberghe, to measure the surfaces of bars and tables with ‘The Beer Level’ – a ‘highly scientific’ tool filled with Heineken® beer designed to guarantee the perfect pint presentation!

The ‘First Ahhh!’ campaign launches today with a global TVC directed by Alex Feil and soundtracked by a cover of the late great Nat King Cole’s ‘L.O.V.E.’, echoing the L.O.V.E. Heineken® puts into its beer. The TVC dramatizes the moment you desire the taste of a refreshing Heineken® but it being just out of reach – whether after a long day at work or arriving late to a party.

The viewer is taken on a journey of anticipation for the first sip, until at the crescendo of the track, the protagonist finally experiences the ‘First Ahhh!’ moment.

With 25 million serves of Heineken® across 192 countries every single day*, there is an art to maintaining this consistency. Ever wondered what makes the perfect serve? Look out for the following six signs:

1.    The glass should be held at the base – this keeps the beer as cool and crisp as possible.  

2.    The tap should be opened in one firm motion – your server needs to be confident – if opened slowly, they risk squeezing squeeze the line, resulting in excess foam falling into the glass before the tap is fully opened.

3.    The glass should be tilted precisely at a 45-degree angle with the beer pouring down the inside of the glass – this creates that mesmerising whirlpool effect that whips up the foam underneath. Remember – the nozzle should never touch the beer, as this breaks the surface tension which impacts the crisp, refreshing taste.

4.    The head of foam should be solid and perfectly balanced on the arms of the iconic Red Star, all the way to the rim of the glass – in scientific terms, the perfect pint should consist of 95% beer, 5% foam, as this best brings out the beer’s aroma, whilst preventing oxidation and your beer going flat.  

5.    Your server should start skimming the moment the beer overflows, using a wet skimmer at a 45-degree angle ­– this removes excess foam and creates an unbroken seal. Skimming removes large bubbles on top of the foam that protects it from oxygen and maintains the head for longer.

6.    Wherever you enjoy a Heineken®, the ‘first sip’ feeling is best enjoyed in a glass – no matter where you are in the world, pour your Heineken® from the bottle and into a lager glass to unlock the full flavour experience.

The First Ahhh!” campaign launches today with a 63” second TVC across 75 markets. This comes as part of a global integrated credentials campaign running throughout the year, consisting of key visuals, BTL, OOH, packaging updates, PR and social campaigns.

To learn about the Heineken®’s five core brewing principals and heritage, visit the home of Heineken® in Amsterdam at the Heineken® Experience.

Checo (or Chec0.0) partnered with Heineken® 0.0 to, once again reiterate that the best driver is the one who is not drinking.

In this stunt, Perez pranks Mexican consumers that were waiting for an Uber. 

Read more how we are raising the bar on responsible consumption here. 

Heineken® beer, which has the same bottle design in 190 countries world-wide, will break with tradition unveiling a bold new design for its returnable bottle in South Africa, a change not made anywhere else in the world. The 650ml returnable bottle, dubbed the “Star Bottle” features the iconic Heineken® star on its body with the Heineken name deep etched into the glass.

Jordi Borrut, Managing Director of HEINEKEN Beverages, shares his enthusiasm: “This is an important decision for our global business, with the first returnable Heineken bottle to be sold on South African soil. Sustainability is a journey, and we are starting with a few footsteps in the right direction”.

HEINEKEN continues to demonstrate its dedication to sustainable business practices: In 2022 the company invested in a cutting-edge water reclamation facility and a state-of-the-art solar power plant with over 14,000 panels for its Sedibeng brewery, achieving an energy generation capacity of 6.5 megawatts, reducing the brewery’s carbon emissions by approximately 30%.

Among its ambitions, the company aims to reach net zero carbon emissions across its value chain by 2040, which would position HEINEKEN 10 years ahead of the 2050 Paris Climate Agreement target, making the company the first global brewer to commit to such an ambitious timeline.

With the launch of its returnable bottle, Heineken will be opening several Heineken® Green Zones - a collection of open parks and meadows complemented by food and flower gardens, as well as creative arts spaces in communities across the country, including Phillipi, Cape Town, Eldorado Park, and Lawley in Johannesburg. This initiative aims to promote sustainability-driven behaviors within communities and provide essential recreational areas that integrate food gardens and inspiring art installations. The initiative will be run in partnership with GreenPop, a group dedicated to reforestation and urban green zones in Sub-Saharan Africa.  The company aims to complete 5 green zones in the first half of 2024 covering over 30,000 square meters of indigenous plants.

“The Heineken Returnable Star bottle isn't just about clearing glass; we should always push ourselves to do more to create sustainable change in the communities where our business operates. The Heineken Green Zones are another way in which we can achieve that ambition,” explains Borrut. HEINEKEN has joined a number of global sustainability and net-zero initiatives, including the Climate Group's RE100 program, We Mean Business Coalition, the Race to Zero movement, the Business Ambition for 1.5C, and the Climate Pledge.

"We recognise that sustainability is non-negotiable globally and we remain committed to maintaining sustainable business operations, and the introduction of the new Heineken returnable bottle, along with the investment in the Green Zones, marks small but meaningful steps in the right direction,” says Borrut.

The brand has been working to level the playing field by campaigning to make the sport a more positive and welcoming space to enjoy football together. This new campaign has set its sights on refreshing what it really means to be a hardcore fan, reclaiming this badge of honour that has for too long been associated with negative behaviour in football.

At the heart of the campaign is a film created by Australian director Mark Molloy. It represents the true face of modern football fandom. The comedic and heartwarming film, inspired by real fans, shows the devotion people have to supporting the beautiful game. Click to watch the film: HERE.

Virgil van Dijk captain of the Netherlands national men’s team alongside existing ambassador Jill Scott MBE, former Lioness have joined forces on this next chapter in Heineken®’s drive for inclusivity in football.

To emphasise the message of supporting inclusive hardcore fandom, Heineken® has set aside seats at the UEFA Champions League Final for a select few real hardcore fans that share their stories with us. The winners will be provided with a once-in-a-lifetime final weekend experience. To learn more about the competition and to get involved, visit: www.heineken.com/realfansseats

To learn more about how Heineken® is helping to refresh football perspectives and foster a more positive and inclusive experience for all fans, visit: https://www.heineken.com/realhardcorefans 

Since entering the world of motorsport in 2016, Heineken® has been committed to real change around attitudes towards drink driving and re-launched their ‘When You Drive, Never Drink’ campaign back in May 2022. Heineken® will continue to innovate through their marketing campaigns with F1®, with their 2023 ‘When You Drive, Never Drink’ creative ‘The Best Driver’ launching earlier this year. On top of this, Heineken® has committed to investing 10%+ of all media budgets to support responsible consumption programmes.

Heineken® and HEINEKEN Japan announces the launch of Heineken® 0.0 in Japan. 

Heineken® 0.0, the world's #1 non-alcoholic lager, will go on sale nationwide in Japan on Monday 16 October 2023. Created by Heineken's master brewers with carefully selected ingredients and a unique brewing process, the result is a 0.0 beer brewed for beer lovers, by beer lovers. This launch means the Heineken® 0.0 beer has now been brought to 110 markets worldwide since its launch in 2017.

Heineken® is committed to harnessing the power of our brands to help influence behaviours to make moderate drinking cool, advocate choice and promote no alcohol when driving. The expansion of Heineken® 0.0 to Japan marks the next step in the company’s progress as it continues to embrace evolving societal trends around alcohol consumption and the changing tastes of the new generation – the choice of zero alcohol and great tasting alternatives.

The Heineken® 0.0 Japan launch campaign will include TV commercials, digital and in-store promotional activities and retail promotions. In addition, HEINEKEN Japan plans to take full advantage of Heineken®’s partnership with Formula 1 to pre-launch Heineken® 0.0 at the Japanese Grand Prix. The race will be held at the Suzuka Circuit starting 22 September 2023, where F1 World Champion Max Verstappen continues to serve as the global ambassador for Heineken® 0.0 and features in the most recent ‘When You Drive Never Drink’ advertising campaign. The large-scale campaign for Heineken® 0.0, as well as the excitement of the race, embodies the key message of the product: "Non-alcoholic beverages you can proudly Cheers."

From 16 October 2023, Heineken® 0.0 will be available at restaurants and retail stores in Tokyo and other major cities (330mL sleek cans and 330mL bottles will be available).

Tony Wheeler, HEINEKEN Japan President, said, “As a pioneering brewer, we are committed to developing innovative new product offerings to meet consumer needs. Heineken® 0.0 offers Japanese consumers new options for a variety of drinking occasions. it will also be in line with recent cultural trends such as responsible drinking and balanced, healthy lifestyles.”

Willem van Waesberghe, HEINEKEN Global Master Brewer, commented, “It's easy to just remove the 5% or so of alcohol in Heineken®… But that doesn't give you the best taste. Heineken® 0.0 is brewed from scratch, using Heineken's more than 150 years of brewing experience and technology, and boasts a perfectly balanced flavor, a refreshing fruity aroma, and a soft malty body.”

Press enquiries     
                                       
Joris Evers / Michael Fuchs
E-mail: pressoffice@heineken.com                             
Tel: +31-20-5239-355              

About HEINEKEN

HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. With HEINEKEN’s over 90,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through "Brew a Better World", sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company's website and follow us on LinkedIn, Twitter and Instagram.

The UEFA Champions League is at the forefront of football culture which the global brewer has always been a part of; from Zidane’s volley at Hampden Park to the miracle in Istanbul, the company has been included in the most iconic imagery of the beautiful game, helping to create unforgettable moments for fans. 

The longstanding alliance started in 1994 with the brand Amstel and moved to Heineken® in 2005. For this new extension, UEFA’s most iconic club tournament takes on a new and exciting single-league format. From the 2024/25 season, the competition will expand from 32 to 36 teams which will mean 189 matches instead of the current 125, giving the brand even more opportunities to deliver unforgettable experiences for fans. 

A core element of the partnership has been about bringing fans together around the world to develop meaningful experiences whilst promoting a positive message of inclusion, equality, and access for all fans. To support this drive, Heineken® activated the ‘Cheers To All Fans’ campaign across both UEFA Champions League and UEFA Women’s Champions League competitions from 2022 to 2023. The campaign highlighted inclusivity of the female fans and players through a series of stunts and activations.

UEFA and the HEINEKEN company have spent the last 30 years growing the competition together beyond its European home, which has reached over 2.5 billion viewers around the world*. The strong relationship between the two brands is embodied by the fact that over 330 million fans who are aware of the sponsorship have consumed Heineken® beer in the 21-22 season*. Heineken® has supported the global growth of the competition for decades through cross-market activations like the ‘UEFA Champions League Trophy Tour presented by Heineken®’. The tour has taken the most iconic trophy in club football to over 30 countries around the world to meet fans in person. Heineken® continues to hold unique events around the world to support this growth and bring fans together - in 2023, for example, the brewer held a series of screenings showing the UEFA Champions League final in 12 cities, hosting over 20,000 supporters.

The sponsorship will run alongside the brand’s sponsorship of the UEFA Women’s Champions League and UEFA Women’s EURO. 

Please contact HNKNFootball@edelman.com for more information.

- ENDS -

About HEINEKEN: 
HEINEKEN is the world's most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution, and focused cost management. Through "Brewing a Better World", sustainability is embedded in the business. 
HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). 
Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us on X via @HEINEKENCompany

*21 – 22 Heineken UEFA UCL Insights – Global Football Study.

In the new campaign, the Oracle Red Bull Racing driver is portrayed socialising with friends and repeatedly being chosen to take on the role of designated driver, due to him being ‘The Best Driver’. The hero film cleverly emphasises that while some of the best drivers are from the world of F1® the decision should instead only be based on who hasn’t had a drink… unless of course the drink is a Heineken® 0.0.

The creative took inspiration from new research highlighting some of the arbitrary reasons for selecting a designated driver; including driving experience, enjoyment, or simply the person who volunteers^[1]. Through this new campaign Heineken® aims to highlight that when it comes to getting a ride home after a night out the only person chosen to get behind the wheel should be the one that hasn’t had alcohol.

^[1]  LePub D&C Lab, 2023

Since entering the world of motorsport in 2016, Heineken® has been committed to real change around attitudes towards drink driving, continuing to innovate through their marketing campaigns with F1®. The brand consistently drives the message in a light-hearted way through their global ‘When You Drive, Never Drink’ campaigns, with new creative launched every season. On top of this, Heineken® has committed to investing 10%+ of all media budgets to support responsible consumption programmes.

The United States sees an above average rate of drink driving;

• 3 in 4 drivers (74%) have driven after consuming alcohol (68% global average)
• 65% of drink drivers find at least one situation where it is acceptable to drink and drive
• 48% say there should be zero tolerance for drink driving in the US

The partnership with Waze is one way in which HUSA will continue to focus on driving a positive impact when it comes to the responsible consumption of alcohol in the US market whilst contributing to our Brew a Better World 2030 pledge to bring responsible consumption messages to 1 billion consumers every year.