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.

Heineken® today launches Fans Have More Friends, a new global sponsorship platform built on the belief that fandom is one of the quickest ways to spark a connection between strangers.

Rooted in Heineken®’s long-standing belief in the importance of sociability, and inspired by the book of the same name (Fans Have More Friends) by Ben Valenta and David Sikorjak, the platform reflects how shared passions help people connect naturally. It’s the first time Heineken® is bringing together its sponsorships across football, Formula 1®, and music festivals, using fandom as both a social catalyst and a way to elevate social experiences in a world that can feel increasingly lonely.

New research commissioned by Heineken® shows that three-quarters (75%) of fans say their fandom has helped them meet new people, making it one of the fastest ways to create bonds at a time when many people are missing IRL connections more than ever before.

Three in five (59%) say it's helped them forge some of their closest friendships, and 75% say watching sports with other fans, even if they support different teams, makes the experience better. Football topped the list as one of the greatest social connectors, with 72% of fans saying language is not a barrier when it comes to making football mates in a bar. 

To put the findings to the test, Heineken® partnered with Zac Alsop to carry out a social experiment designed to test whether fans would really show up for one another when it mattered.

The experiment followed Joe, an Australian living in New York, who found himself without anyone to watch Liverpool play Qarabağ FK in the final group match of the UEFA Champions League. Like many people, despite having a life and routine in a big city, he was facing the prospect of watching one of football’s biggest nights alone.

To help his friend and prove that Fandom is a great way to connect, Zac handed out flyers across Manhattan with Joe's face and a simple request - Have A Beer With Me -  inviting fellow fans to join him to watch the match on January 28th. No incentives - just an open invitation to the football community.

Fans from across New York responded in droves, with hundreds turning up to support a fellow fan they had never met before - and the event quickly gained traction across social media. Unbeknownst to Joe, Heineken® transformed Central Park Tavern - where the meet up took place - into a ‘’Champions League-level’’ viewing experience, flying in the UEFA Champions League trophy alongside football legend Bastian Schweinsteiger, who was behind the bar serving beers for fans who made the effort to come.

The experiment in New York kicks off a multi-channel platform launch by Heineken®, which sees the Fans Have More Friends television ad debut this week in the USA, with a further 50 markets to follow.

The campaign celebrates the spontaneous friendships that spark between fans every time a game, a match, or a gig is on. Featuring Heineken®’s most renowned brand ambassadors - Max Verstappen, Virgil Van Dijk, and DJ Martin Garrix - the TVC captures the essence of fans coming together, depicting the famous faces (among others) bonding over a shared passion for sport and music. 

The platform will continue to roll out throughout 2026 at key moments in the football, F1® and music festival calendar - including the UEFA Champions League Final, UEFA Women’s Champions League Final, Coachella and Grand Prix weekends worldwide.

To see the results of the social experiment, visit: https://www.instagram.com/reels/DUFrGUAjljC/ 

To watch Heineken’s Fans Have More Friends campaign, visit: 

https://youtu.be/Do8BzdRqUw8 [Long Edit]

 https://youtu.be/qchlPHMhHnE [Football Edit]

- END -

Notes to editors

Media contact:
Heineken@wearetheromans.com 

Research:

Heineken® commissioned survey of 10,000 F1, football and 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 connection, enabling shared experiences and building communities around the biggest cultural moments.

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® 0.0 and LÕK today announce the Special Edition Heineken® 0.0 x LÕK collection, featuring a Special Heineken® 0.0 edition of the LÕK Jungle, the first-ever padel racket with a built-in bottle opener, making it easier than ever to shift from on court rallies to refreshing post-match beers.

The Special Edition Heineken® 0.0 x LÕK Jungle racket is match-ready and built by the premium padel brand LÕK for intermediate-level players, combining performance with playful design. Its mixed-carbon frame, oversized diamond head, and flex-fiber surface ensure precision and power on court, while the built-in bottle opener adds a social twist for post-match moments.

Complementing the racket, Heineken® 0.0 has released limited-edition padel balls packaged like Heineken six-packs. From April 2026, the full Special Edition Heineken® x LÕK collection will be available in select markets around the world online and at Heineken-serving padel clubs.

Padel is a sport built on social connections, with 73% of players citing socialising and having fun as a core reason for playing matches that often end with a post-game beer. And as padel continues its rapid global rise, with nearly one new court opening every hour—Heineken® 0.0 is deepening its commitment to the game’s energetic and wellness-driven community.

The collection complements Heineken® 0.0’s expanding presence in padel following recently announced global partnerships with Playtomic, the leading racket sports booking platform, and Premier Padel, the professional tour that’s shaping the sport’s future. Together, these initiatives reinforce Heineken® 0.0’s ambition to connect players on and off the court, creating more opportunities for sociable, refreshing moments.

Notes to editors

Media contact

Heinekensponsorship@wearetheromans.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 LÕK

LÕK is a padel-specialized brand that brings together design, innovation, and attitude to redefine the way padel is experienced. Since its launch, it has embraced an inclusive, contemporary vision with the purpose of breaking the rules of padel, combining technology with a distinctive style to offer a complete experience both on and off the court. With Generation Two, LÕK takes another step forward in its commitment to quality, authenticity, and the freedom to play without labels.

Much like a streaming platform’s most anticipated drop, “Praise the Bar” blends documentary-style storytelling with cinematic flair, spotlighting real pubs and bars, real people, and the unforgettable moments that happen when people get together and say ‘cheers’. 

For years, HEINEKEN has backed bars and pubs in all kinds of ways; investing in local venues, supporting owners through challenging times, and celebrating the role these spaces play in our communities. From investments like the GBP40 million boost for British pubs earlier this year to ongoing training for the perfect pour, helping bars thrive is part of HEINEKEN’s identity. Launching “Praise the Bar” is a natural next step in this journey, shining a light on the stories and connections that make bars so meaningful to people everywhere. 

🎬 Series Premiere: 13 November 2025 

• Trailer Launch across HEINEKEN’s YouTube, Instagram, LinkedIn, Threads, and Website 

 📺 Episode 1: UK – “The Gun” 

• Airs today- The series kicks off in London at The Gun, a historic pub where stories of friendship, family, and football unfold.  

Click here to watch the series 

- END - 

 Press enquiries  

Marlie Paauw  

E-mail: pressoffice@heineken.com   

Tel: +31-20-5239-355  

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 HEINEKEN Company is proud to share its recent wins at this year's Golden Drum Festival. Demonstrating the power of creativity and cultural relevance, we have won an impressive 19 Drum Awards at one of Europe’s most prestigious advertising and communications events. 

The recognition spans multiple campaigns and categories: from Film, Sustainability, and Innovation to Brand Building, Design, and Social Good. These accolades showcase HEINEKEN's ongoing commitment to harnessing creativity for meaningful brand impact, with their eponymous brand gathering top recognition with the Brand Grand Prix for their outstanding contribution to the industry.

In collaboration with long-standing global agency partner LePub, The HEINEKEN Company earned recognition for standout Heineken® brand projects such as ‘Pub Succession’, 'Starring Bars’, 'The Flipper’, 'Excuses Bar’, and ‘Pub Delivery’, as well as the Desperados brand 'Guao Guao' campaign. As a crowning achievement, HEINEKEN's lead agency LePub was awarded Agency of the Year, affirming the strength of the partnership and its role in delivering innovative, culturally resonant work. 

The Heineken® Pub Succession project stood out as a creative high point, securing the coveted Grand Prix and 1 Gold in the Engagement category, along with 1 Golden Drum for Brand Building, and a Silver Drum in B2B. This groundbreaking project combined compelling brand storytelling with cultural preservation and community engagement, driving a heartfelt recruitment effort to find the next publican for a historic Irish pub. 

The Flipper, a witty phone accessory designed to encourage people to put down their phones during social gatherings; by flipping it face down when it ‘heard’ the word cheers, earned three prestigious awards: a Silver Drum in Engagement and two Bronze Drums for Design and Innovation. Developed in collaboration with inventor and YouTuber Simone Giertz, this campaign tackled the growing issue of digital distraction. 

Pub Delivery clinched a Bronze Drum in Engagement for its fresh take on delivery and local visibility. Meanwhile, the Starring Bars campaign - transforming bars into authentic film sets for Heineken® commercials - garnered an impressive three Awards (two Silver and one Bronze Drum) across Engagement, Sustainable Business Solutions, and B2B. This powerful initiative reinforced HEINEKEN’s purpose-led commitment to supporting the hospitality sector through creative excellence and tangible business support.

The Excuses Bar campaign won a Silver Drum in the OOH category for its playful and inventive approach. Transforming bars into immersive, themed experiences, the campaign cleverly redefined "excuses" to go out, offering people genuine reasons to reconnect and engage in the real world. 

The Desperados brand ‘Guao Guao’ campaign also won big, claiming a prestigious Grand Prix in Film. The campaign's creative excellence was further recognized with 2 Gold and 1 Silver Drum for Motion Craft, 2 Silver across the Film and Sports, Pop Culture & Art categories, and an additional Bronze in Content.

List of Awards: 

BRAND GRAND PRIX: The HEINEKEN Company 

-- 

Heineken® Brand 

Excuses Bar 

• Silver Drum in Section One-Channel Drum / group C. Out of Home (OOH) / category Ambient & Experiential 

Pub Delivery 

• Bronze Drum in Section Omni-Channel Drum / group C. Engagement / category Direct 

Pub Succession 

• Grand Prix in Section Omni-Channel Drum / group C. Engagement / category Direct 

• Golden Drum in Section Omni-Channel Drum / group C. Engagement / category Public & Community Relations 

• Golden Drum in Section Creative Business Excellence Drum / group A. Brand Building / category Brand Strategy and Experience 

• Silver Drum in Section Creative Business Excellence Drum / group H. B2B / category B2B Brand Strategy & Experience 

Starring Bars 

• Silver Drum in Section Omni-Channel Drum / group C. Engagement / category Public & Community Relations 

• Silver Drum in Section Creative Business Excellence Drum / group D. Sustainable Business Solutions 

• Bronze Drum in Section Creative Business Excellence Drum / group H. B2B / category B2B Storytelling 

The Flipper 

• Silver Drum in Section Omni-Channel Drum / group C. Engagement / category Creative Use of Technology 

• Bronze Drum in Section One-Channel Drum / group F. Design / category Product Design 

• Bronze Drum in Section Creative Business Excellence Drum / group G. Innovation / category Product or Service Innovation 

Desperados 

Guao Guao 

• Grand Prix in Section One-Channel Drum / group A. Film / category Long Film 

• Golden Drum in Section Craft Drum / group B. Motion Craft (Video / Moving Images) / category Casting 

• Golden Drum in Section Craft Drum / group B. Motion Craft (Video / Moving Images) / category Original Music 

• Silver Drum in Section One-Channel Drum / group A. Film / category TV/Cinema Film 

• Silver Drum in Section Omni-Channel Drum / group F. Sports, Pop Culture & Art / category Entertainment 

• Silver Drum in Section Craft Drum / group B. Motion Craft (Video / Moving Images) / category Cinematography 

• Bronze Drum in Section Omni-Channel Drum / group B. Content / category Films 

END 

Media contact: 

Luca Orioli - LePub Senior PR Manager: luca.orioli@le.pub 

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. 

Recent research reveals that 45% of Gen-Z and 32% of Millennials struggle to be their authentic selves due to fear of judgment and exclusion*, and that more than one third of Gen Z feel pressure to drink in social situations**. Heineken, the official beer of the US Open and an icon known for bringing people together, is introducing "0.0 Reasons, 0.0 Judgment" to flip the script and normalize alcohol-free moments in social settings, proving that you don't need a reason to enjoy a great-tasting brew without the alcohol.

Kicking off on August 25th, in Grand Central Terminal, Heineken 0.0 deployed a fleet of comedic "0.0 Refs" in sky-high tennis line judge chairs across New York City, followed by the Hudson Yards and Pier 17. The "0.0 Refs" were led by Benito and supported by talent including Aimee Kelly, Isaac Hindin-Miller, and Tiffany Baira to show unsuspecting passersby that any moment can be the right one to enjoy a Heineken 0.0. These "0.0 Refs" spread the L0VE.L0VE by giving out compliments, all while rewarding consumers on the street with ice-cold Heineken 0.0 and US Open tickets. With "0.0 Reasons, 0.0 Judgment," Heineken 0.0 is normalizing the notion that whether you're on or off the court, there's no reason needed to enjoy an alcohol-free moment and a great-tasting brew.

For the second year running, Heineken 0.0 has transformed its category-leading Heineken 0.0 to "Heineken L0VE.L0VE" in a nod to a 0-0 tennis score, celebrating moderation during one of tennis' most iconic tournaments. After selling out at last year's US Open within a week, Heineken L0VE.L0VE is making its nationwide retail debut. For a limited time, tennis fans and moderation-minded consumers can now purchase Heineken L0VE.L0VE at local retail and grocery stores across the country just in time to enjoy with friends during the US Open, ensuring there is a brew for everyone. Heineken L0VE.L0VE will also be available for sampling throughout the duration of the US Open at Grand Central Station in New York City, perfect for commuters and tennis lovers headed to the tournament through the iconic transit hub.

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

Whether you're on the way to Queens, headed to your favorite bar or friend's house, be sure to keep an eye out for our "0.0 Refs" and limited-edition L0VE.L0VE Cans. To find the L0VE.L0VE cans head over to Heineken.com to locate a store near you, and be sure to follow all the action from the 2025 US Open @Heineken_US on Instagram using the hashtag #L0VEL0VE.

*Mainstreet Insights
**Heineken 0.0 Study

END

The new festival beat

The vibe this festival season is shifting towards something new – balance. Around the world, the long-standing link between festivals and alcohol is loosening, creating space for a more inclusive and intentional experience. As the sober-curious movement gathers momentum, more events are remixing their offerings to reflect the tastes and values of a new wave of festivalgoers. Especially among Gen Z and Millennials, there’s a desire to celebrate without compromise, and that could mean without alcohol.

For these audiences, moderation isn’t about turning the volume down on fun. It’s about amplifying what matters: presence, connection, and togetherness.

HEINEKEN is here for it

We’re seeing it firsthand; moderation is gaining serious momentum. HEINEKEN is here to serve and support those making the confident choice of moderation. With over 50 brands, including Amstel, Brand, and Desperados, offering true zero-alcohol options, we are providing more ways for people to take part fully in festival culture. It is not about changing the spirit of festivals; it’s about removing the pressure and expanding the possibilities.

This year’s festival season began on a high note at Coachella Valley Music & Arts Festival, where Heineken® 0.0 sales increased by 125.5% compared to the previous year. The festival also featured two dedicated bars serving only non-alcoholic beverages, showing that organizers are adapting to evolving tastes. Meanwhile, in the Netherlands, recent data reveals a growing awareness around alcohol consumption. At festivals, HEINEKEN has seen 0.0 beer sales jump by 35% year-over-year.

Desperados – the beer flavoured with Latin spirit – today announces a new campaign on Spotify, which sees the world’s most popular audio streaming subscription service unveil the celebration of the Latin music scene.

Desperados’ new Vibe experience on Spotify will, via an in-app pop-up, prompt Spotify Free users already listening to a song to shake their phone in order to reveal a hidden playlist. With Latin music exploding into culture in recent years,  this new feature will act as a tool of discovery for users in Germany, Spain and Belgium. As a brand known for embodying the vibrancy and energy of Latin culture, Desperados is amplifying this playlist to lift the lid on some of the genre's lesser-known artists.

The compilation of tracks has been curated by Latin Grammy award-winning artist and Desperados’ Artistic Director, OVY ON THE DRUMS (36.1 million monthly listeners on Spotify), integrated with music tailored just for the listener. Appointed in his new role by the beer brand earlier this year, OVY ON THE DRUMS is a picture of success among the Latin music scene, and he has now hand-selected a list of need-to-know Latin tracks that can bring the vibe this summer.

This follows the January launch of Desperados’ global campaign, The Beer with Latin Vibe — ideated by agency LePub, to bring the brand's new repositioning to life, designed to use music as a vehicle to inspire Gen Z and Gen Y audiences to live life more freely.

With music recognised as the universal language that brings people together and inspires high-energy moments, the campaign centred on a new track ‘GUAO GUAO’, created in collaboration with OVY ON THE DRUMS and Venezuelan rapper MICRO TDH.

Shake to unlock the Desperados Vibe Playlist by OVY ON THE DRUMS, which is now live on Spotify in Germany, Spain, and Belgium - https://open.spotify.com/site/vibeplaylist. 

ENDS

Notes to Editors

For more information, please contact desperados@wearetheromans.com or joseph.brophy@heineken.com

High-res imagery can be downloaded here.

About Desperados

Born out of wild experimentation twenty years ago, Desperados dared to brew the world’s first Latin Spirit Flavoured Beer. Ever since, we’ve been rewriting the rules and igniting the party spirit through wild experimentation around the world.

About Spotify 

Since its launch in 2008, Spotify has revolutionised music listening. Our move into podcasting brought innovation and a new generation of listeners to the medium. In 2022, we took the next leap, entering the fast-growing audiobook market—continuing to shape the future of audio.

Today, more listeners than ever can discover, manage, and enjoy over 100 million tracks, nearly 7 million podcast titles, and 350,000 audiobooks a la carte on Spotify. We are the world’s most popular audio streaming subscription service with more than 678 million users, including 268 million subscribers in more than 180 markets.

About LePub

LePub, powered by Publicis Groupe, was created combining creative excellence with best-in-class data, media, and technology expertise. We believe in transcending traditional communications, focusing on helping brands integrate into people's daily lives by delivering culturally relevant experiences fueled by extensive global data and world-class creativity. Recognized as the "Creative Agency of the Year "by WARC in 2022 and 2023, and featured in the Contagious Pioneers ranking of 2022, LePub is the place where brands meet culture. Since its inception, LePub has grown into a global network and, in 2025, has embarked on further strengthening its international footprint, with plans to expand to a total of 10 hubs worldwide.

About MassiveMusic 

MassiveMusic, a Songtradr company, is the agency of record for some of the most famous brands in the world. As a trusted partner, MassiveMusic delivers everything a brand needs in the field of music, voice, and sound. Impactful strategies, sonic brand identities, and best-in-class compositions – the agency creates these and so much more thanks to its fervent passion for music combined with craftsmanship and scientific research. The ultimate goal? To make the world sound better, while helping brands and agencies be more effective through the emotional power of sound. 

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. 

This is where we can make a real impact with our products and brands. We aim to empower consumers and make it easier to select the right beverage for the right occasion, everywhere and at any time of the day or night. We are giving consumers more choice with our 0.0 portfolio of beer and cider brands and educating them with clear and transparent information. Non-alcoholic products also play an increasing role in HEINEKEN’s messaging on responsible consumption and moderation.

Our global ambition is to always provide consumers with a choice, by offering a 0.0 line extension of our strategic brands in the majority of our markets. We aim to have a zero alcohol option for one strategic brand in the majority of our markets (accounting for 90% of our business by volume) by 2025.  

Leading the way with zero-alcohol in Spain

In Spain, beer is consumed in company, with family and friends, and mainly with food. Spanish consumers also look for flavour and quality over alcohol content, which has led Spain to have the highest percentage of alcohol-free beer consumption in relation to total beer in Europe, with more than 13% of per capita consumption², consolidating itself as worldwide as a leader in this sector. The boom is also supported by a greater search for a healthier and more responsible lifestyle with the varieties with/without and 0.0.

With more than 245 zero-alcohol options in our portfolio, HEINEKEN in Spain surpassed its global goal by offering a low and no alcohol option for each of its strategic brands in 2024, including El Águila, Cruzcampo, Heineken®, and Amstel.

The recent launch of El Águila Sin Filtrar 0.0, a groundbreaking zero alcohol beer, exemplifies our dedication to innovation and to promoting responsible consumption among Spanish consumers. Its unique recipe, without a filtration process, is testimony to its non-conformist, adventurous and innovative character. More than 3 million bottles were sold following its launch in April and El Águila Sin Filtrar 0.0 was externally recognised as the number one innovator in beer in Spain.³
 

_{¹https://nielseniq.com/global/en/insights/report/2022/leading-the-way-in-no-low-spirits/}

_{²Cerveceros de España, Socioeconomic Report 2022}

_{³Kantar data at the end of Q2}

Desperados - the beer flavoured with Latin spirit - announces the launch of a new global through the line campaign; The Beer with Latin Vibe, spearheaded by a partnership with globally-renowned and Latin Grammy award winning Colombian music artist, OVY ON THE DRUMS.

Ideated and developed in collaboration with creative agency LePub, with artist procurement & music supervision by MassiveMusic, the campaign is the first output under Desperados’ new positioning, which sees the brand target Gen Z and Gen Y audiences through a multitude of culturally-relevant passion points. With this particular audience living in a world that is more overly rational than ever, this cross-channel approach has been inspired by the brand’s belief that a life constrained is a life unlived. Aiming to encourage the spontaneity that consumers are seeking, the campaign draws upon the vibrancy of Latin culture to energise people to break free of constraints and enjoy life more freely.

Desperados has always been known for its unique fusions of beer with Latin spirits such as agave, cachaça, and rum. Inspired by the culture that fuels the product and the skyrocketing popularity of Latin music - which has impressively grown by 985% on Spotify over the past decade - Desperados has decided to embark on an exhilarating new chapter. In collaboration with some of the most renowned Latin talent, the brand today announces the release of a new track, "GUAO GUAO." The accompanying music video for "GUAO GUAO" will serve as the hero campaign asset, representing a bold move away from traditional ATL advertising. This innovative approach allows Desperados to seamlessly blend music and culture, creating an unforgettable experience for the target audience.

Partnering with OVY ON THE DRUMS, and Venezuelan rapper MICRO TDH, the brand has drawn on the growing global influence across music, fashion, culture, and more, that has seen Latinity become synonymous worldwide with vibrancy, energy, and the ability to inspire high energy moments in the most unlikely of settings, to produce this new and catchy track. Ultimately aiming to bring this global audience together through the universal language of music.

The Beer with Latin Vibe will bring the energy of Latin America to over 30 markets across Europe and beyond, through a number of different consumer-facing touchpoints. It sees Desperados, for the first time, turn its marketing approach on its head and move towards a model that will see creators and collaborations take centre stage, alongside even more exciting partnerships as the brand continues authentically tapping into popular culture and infiltrating the consumption points of its key consumers. From the new track, which will live on Spotify, to out-of-home ads in major cities, to an AR Snap filter that allows customers to bop their heads along to the track in style, The Beer with Latin Vibe aims to elevate the ordinary for drinkers across the globe.  

The multi-channel campaign will also mark the start of Avenida Desperados; a series of events taking over the streets in several European cities to transform them into Latin American party zones. Balconies, storefronts, and even alleyways will provide the setting for spontaneous experiences that hijack and elevate everyday moments in a celebration of Latin culture and all it has to offer.

To check out the new track and music video, head to YouTube. 

ENDS

Notes to Editors

For more information please contact desperados@wearetheromans.com or joseph.brophy@heineken.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 90,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries.

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

About Desperados

Born out of wild experimentation twenty years ago, Desperados dared to brew the world’s first Latin Spirit Flavoured Beer. Ever since, we’ve been rewriting the rules and igniting the party spirit through wild experimentation around the world.

About LePub

LePub, powered by Publicis Groupe, was created combining creative excellence with best-in-class data, media, and technology expertise. We believe in transcending traditional communications focusing on helping brands integrate into people's daily lives by delivering culturally relevant experiences fueled by extensive global data and world-class creativity. Recognized as the "Creative Agency of the Year "by WARC in 2022 and 2023, and featured in the Contagious Pioneers ranking of 2022, LePub is the place where brands meet culture.

About MassiveMusic 

MassiveMusic, a Songtradr company, is the agency of record for some of the most famous brands in the world. As a trusted partner, MassiveMusic delivers everything a brand needs in the field of music, voice and sound. Impactful strategies, sonic brand identities and best-in-class compositions – the agency creates these and so much more thanks to its fervent passion for music combined with craftsmanship and scientific research. The ultimate goal? To make the world sound better, while helping brands and agencies be more effective through the emotional power of sound. 

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.

Base sizes below:

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                                             

New Heineken^® research¹ has found that 23% of people who drink low or no alcoholic beverages more than twice a year are more likely to choose a 0.0 option if there is a good selection available at a bar or event. 

Empower everyone to raise a glass their way

Research shows that over 20% of hosts have decided to make their holiday parties alcohol free this year, and Gen-Z is the driver of this change. For Gen-Z, choosing non-alcoholic alternatives allows them to participate in social events without feeling pressured or excluded. As a result, alcohol-free products, which they are more inclined to choose over alcoholic beers, often become their first interaction with the beverage alcohol industry. A shift toward prioritizing fitness and well-being, adapting social habits, and increased self-awareness has driven the idea that fun and socializing don’t require alcohol. This highlights the responsibility of the host to create an environment where guests feel empowered to make their own choices.  

Our data shows that the demand for non-alcoholic beer options overall is growing at an unprecedented pace. Alcohol-free enjoyment is no longer limited to Dry January and Sober October; it has become a year-round trend. In the US, HEINEKEN is capitalizing on this shift by featuring Heineken 0.0® at major events such as the Super Bowl, the US Open, and the New York City Marathon. 

Since 2017, HEINEKEN has been investing and innovating in the low and no alcohol space to fuel the increasing demand for alcohol free alternatives, now offering a diverse portfolio encompassing more than 245 products. Growth is particularly strong in regions such as the US, Europe, and Brazil, where Heineken® 0.0 and Sol 0.0 are gaining popularity. 

Globally, non-alcoholic beer has doubled in size in 20 years and now accounts for 1.6% of total beer sales. Since 2018, it has been growing at an average rate of about 6% annually, and this growth trajectory will only continue. For HEINEKEN in Europe already, over 60% of locations now include alcohol-free options. 

This winter, whether you’re hosting festive dinners, cozy get-togethers, or big parties, let your beverage selection reflect the freedom of choice, ensuring there’s something for every guest to enjoy. After all, it’s the sense of true togetherness  that makes any celebration special. Cheers to choice!

_{¹ Research done globally in August 2024 about No/Low alcohol consumption on adults aged 18-75 who drink low or no alcohol beer once /twice a year or more} 

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.

BEER IS THE BEVERAGE OF CHOICE FOR SPORTS FANS

A google consumer trends report in the UK found beer was the number one drink associated with watching sports¹. Similarly in the US 76 percent of sports fans said that beer was their drink of choice on game day².

Research from Heineken Netherlands, our Dutch operating company, shows 79% of Dutch people follow the national team during the European Championship, driving sales of beer, snacks, and related products, both in supermarkets and hospitality venues. “At HEINEKEN NL, we have seen a 20 percent increase in tank beer volumes […] in the run-up to the quarter-finals of the European Championship.” ~ Spokesperson HEINEKEN Netherlands.

In the United Kingdom during sporting moments, sales of beer and cider rise consistently. Based on the past two summer tournament periods, sales of beer and cider increased by 18% on average versus non-tournament years in the same time frame. Brands, like Heineken®, who sponsor several major sporting events and activate with campaigns during the period see a significant jump in sales.

HEINEKEN DELIVERS ELEVATED FAN EXPERIENCES

HEINEKEN sponsors iconic sporting events around the world from Formula 1™ to the UEFA Champions League.  Here is a snapshot of how we aim to elevate fan experiences through our sporting partnerships.

Heineken® in The Netherlands launched the “Oranjezomer” (Dutch Sports Summer) campaign and announced the extension of their 30-year partnership with the KNVB (Royal Dutch Football Association) for another five years. The campaign emphasises responsible alcohol consumption and promotes Heineken® 0.0 throughout the extended partnership, including around sports fields and in amateur football settings.

Heineken® is an official partner of the Dutch national Olympic team NOC*NSF, and during the Olympic Games, Heineken® is served in the TeamNL House as part of a new agreement. Heineken® remained the exclusive beer supplier at the TeamNL House at the 2024 Olympics in Paris. We also offer specialty, low-alcohol, and non-alcoholic beers. Thus, we will continue to be a familiar presence during the Olympics and Paralympics.

During the UEFA Champions League (UCL) Heineken® launched limited-edition UEFA-themed packaging and glassware available across all Heineken® Original packs. The packaging celebrates the brand’s unique sponsorship of both the UCL and UWCL (UEFA Womens Champions League) and will feature the trophies of both tournaments this spring and summer. It also marks the first time Heineken® has dedicated a bottle design to women’s football, which will appear alongside the men’s UCL bottles.

In the lead-up to the Formula 1 Heineken Dutch Grand Prix in Zandvoort, we launched a new gaming initiative last summer: Player 0.0. Through this competition, developed in collaboration with Heineken 0.0 ambassador and avid SIM-racer Max Verstappen, Formula 1 fans could literally race their way to the circuit in Zandvoort. Heineken® has been a pioneer in promoting responsible alcohol consumption for years and we allocate at least 10% of Heineken® marketing budget to reinforce this message.

Through our brand Amstel® we are proud supporters of the Copa Libertadores and Copa Libertadores Feminina - the leading South American men’s and women’s football competition. The partnership showcases Amstel’s position as the global beer of welcomeness and inclusion. Amstel® has extended its partnership with the tournaments and Copa Sudamericana (Europa League of South America) all the way to 2026. The CONMEBOL platforms are activated across South America elevating fan experiences across the region.

In the US, Heineken® has a long-standing partnership with the US Open Tennis Championships. This year Heineken® 0.0 launched a limited edition can “L0ve.L0ve”, a nod to the 0-0 tennis score, in celebration of moderation amongst fans.

Heineken® has also enjoyed a long and successful 29-year partnership with European Professional Club Rugby EPCR supporting the top-level of European Club Rugby. We support the tournament as a premium partner cementing our role as the official beer of European Rugby and aiming to bring even more unforgettable experiences to rugby fans the world over.

CONSUMER INSIGHTS ON ZERO ALCOHOL BEVERAGES

Moderation has now become an ‘active choice’ rather than something to hide.

81% people surveyed actively choose to moderate alcohol consumption³. While 48% of Gen Z alcohol drinkers would consider replacing an alcoholic drink with a non-alcoholic beer, that is compared to 21% of 45+ alcohol drinkers surveyed demonstrating a generational shift³.

The top three reasons for starting and continuing moderating are ‘control’ along with being ‘part of the fun’ without drinking alcohol³.

1.       79% drink non-alcoholic alternatives in social settings to ‘be part of the fun without drinking alcohol’

2.       79% The drink has a great taste

3.       77% of current consumers believe that non-alcoholic drinks allow you to have fun

<sub>Sources:

¹ Google consumer study, United Kingdom, 25–44-year-old group, Aug 2022</sub>

_{² Source: US survey, 1683 sports fan, 2022}

_{³ InSitesConsulting research report for Heineken, November 2022}

“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)}

Amstel ULTRA^®, the premium low-carb, low-calorie light beer, has recruited Tennis legend, Rafael Nadal as a global ambassador for its growing lifestyle product offerings, including Amstel ULTRA^® and Amstel 0.0.

The three-year deal which marks Nadal’s first partnership with a beer brand, will see the tennis star support the continued expansion of the Amstel brands into new markets globally, helping to create more choice for consumers and allowing them to find a beer that fits their active and balanced lifestyles.

The partnership, through to 2024, will see Amstel ULTRA^® and Amstel 0.0 feature Rafael Nadal in a variety of global marketing activities to launch in the coming months, with the creative set to focus on how Amstel’s lifestyle range fits with his balanced lifestyle. Since breaking onto the global Grand Slam circuit, he has been inspiring and influencing people all over the world with his passion and drive to be the best.

Rafael Nadal will also be an ambassador for Amstel 0.0, helping highlight the importance of moderation and responsible consumption as part of HEINEKEN’s wider Brewing a Better World ambition to create more choice for consumers within the zero alcohol category.

Over the next three years, Nadal will be featured in Amstel ULTRA^® and Amstel 0.0 TV spots, digital and out of home advertising.

Nadal will be the face of a number of Amstel’s low calorie and low alcohol beers including:

• Amstel ULTRA^® contains only 85 calories per 355ml bottle and contains 3.5-4% alcohol, making it the perfect beer that fits into consumers' busy lifestyle, while retaining the same premium Amstel quality they know and love. This proposition has delivered strong growth in Mexico since its launch (in 2018), and will be rolled out to over 10 new countries in 2021.
• Amstel 0.0 has the same great quality of Amstel beer, but without the alcohol. It is a drink for any occasion, encouraging moderation and responsible drinking for all. Available in over 10 countries, including Spain, Netherlands & Russia.
• Amstel ULTRA^® Seltzer is a sugar and carb-free option recently launched in Mexico, made from mineral water and a unique blend of fruits and herbal notes. With only 80 calories and 4% alcohol, it is a refreshing and sophisticated alternative for the health-conscious drinker.
• Amstel Malta ULTRA^® is a premium non-alcoholic, light malt drink with no added sugar, designed to complement active lifestyles. Available in Nigeria.

With thousands of nightclubs currently closed across the world, Desperados is calling on partygoers around the world to unite in support of the clubs they love with the launch of their Rave to Save app. People are invited to join a series of eight virtual parties that go beyond the obvious, where their dance moves at home will be turned into cash for clubs across Europe.

For every 1,000 steps taken by partygoers (approximately 10 minutes of dancing^[1]) on the Rave to Save app, €1 will be donated to support the clubs. The Rave to Save app^[2], available on the App Store, uses smartphone technology to track partygoers’ moves as they dance to epic beats on their home dancefloor.

App users can also boost how much they contribute by making a direct donation to clubs in Germany, UK and Spain that will be hosting the parties. This will then be matched by Desperados, up to €30,000 per event. The funds will be used by club owners to cover operational costs, including staff salaries and rent, depending on the final amount raised.

In partnership with Beatport, partygoers can start virtually raving from Berlin’s Prince Charles club on Saturday 27^th March. After downloading the Rave to Save app, they will experience epic disco and house beats by headliner Purple Disco Machine, with support from Nakadia. The event will be livestreamed on Beatport’s Facebook and YouTube channels from 19:00 CET.

^{[1] Medibank. How to walk 10,000 steps.                                                                                                                                                                                                                                  [2] Rave to Save app will be available for consumers of legal drinking age in the Apple & Google Play app stores}

Rave to Save is Desperados’ latest initiative to keep the party spirit alive whilst we party apart during varying levels of lockdown. In 2020, with world-renowned party producer elrow, Desperados partnered with 31 international DJs across 7 iconic venues to live stream 16 sessions straight into people’s living rooms.

The virtual shows are the latest wild experiment in a series of innovative experiences and activations taking place in 2021 as part of Desperados’ new creative platform, Go Desperados. In embracing its spirit of playful experimentation, Go Desperados captures the essence of the brand – a beer that goes beyond the obvious, for people that do the same.

Pure Piraña, our global hard seltzer brand, is getting ready to expand into Europe. Following the launch in Mexico and New Zealand last year, Pure Piraña is poised to dive into the European summer to meet consumer demand across the region. The hard seltzer will be available in Austria, Ireland, Netherlands, Portugal and Spain, with other markets such as the UK joining the hard seltzer trend throughout the year and into 2022.

Pure Piraña is alcohol re-imagined. “Pure” stands for the beautiful simplicity of hard seltzer, crafted with carbonated purified water and a dash of natural flavourings, together with 4.5% alcohol. Just like its namesake, Pure Piraña is a social animal with a zest for life – which makes it perfect for a modern generation of consumers who swim against the current in their endeavour for change.

In Europe, the fruity-but-not-sweet alcoholic alternative will be available in three refreshing flavours: Lemon Lime, Red Berries and Grapefruit. Pure Piraña is aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices.

Desperados has never been afraid to push boundaries, approaching creativity the same way it approaches its beer – with a kick of the unexpected that goes beyond the obvious. In this latest wild experiment, Desperados is joining forces with eight emerging graphic designers, painters, photographers and illustrators – creating the Desperados Design Collective – to develop its latest advertising campaign, providing a platform for their talent to shine on a global stage.

Budding artists that feature in the Desperados Design Collective have been given a once-in-a-lifetime mentorship opportunity with world-renowned designer, Kate Moross, drawing on their experience and creativity to inspire the group to defy expectations in the work they’ve produced. Creative output from the group will appear throughout Desperados’ digital advertising and first ever AR OOH experience in 2021.

This campaign is an evolution of the Desperados Party Poster World campaign, bringing to life the brand’s party spirit through a disruptive and boundary-pushing advertising approach that takes its inspiration from an iconic part of club and festival culture – the posters.

For more information about the Desperados Design Collective, visit our website or check it out on social - #DesperadosDesignCollective #GoDesperados #Desperados.

Born from a wild experiment, Desperados Virgin 0.0% pushes the boundaries of non-alcoholic alternatives and unleashes the adventurous side of beer drinkers. The brand’s first alcohol-free innovation delivers the ultimate refreshment, bringing the Desperados vibe to any occasion – all without the alcohol.

Offering 100% taste with 0% alcohol, Desperados Virgin 0.0% unlocks a new experience for the growing number of drinkers who want more choice when it comes to alcohol-free alternatives while still looking for excitement and adventure. Perfect for all occasions, Desperados Virgin 0.0% is the ideal drink for those who want to Live Today, Love Tomorrow, inviting people to step beyond the obvious and celebrate the unexpected with great tasting, alcohol-free beer.

Following the successful launch of Desperados Virgin 0.0% in France last year, Desperados is further embracing the growing consumer demand for non-alcoholic alternatives by rolling out the new product globally. It will initially be available in the Netherlands and Poland this month, followed by Belgium in February, before launching in additional markets throughout 2021.

Desperados Virgin 0.0% will complement the brand’s wider portfolio, including the original beer, Mojito, Lime and Ginger, all combining the beer’s party spirit and creativity.

As Tiger^® turns 88 this year, the film tells the story of Tiger^®, a brand born in Asia, a place where neither hops nor barley would grow, at a time when people said it was impossible to brew a tropical lager that would refresh. But against all odds and challenges, Tiger^® proved to everyone ‘Yet Here I Am’.

Tiger^® pledged more than €1.8 million in Southeast Asia from its #SupportOurStreets initiative to help F&B outlets during these trying times.

Bold new look for Tiger^® on its packaging

Tiger^® is also introducing a bold new look on its packaging that will be rolled out worldwide in the coming year, starting in Vietnam this year. Tiger^® is available in more than 50 markets globally today.

This year, we celebrate the 150^th anniversary of Amstel. To mark this milestone, the brand is launching in the world’s biggest beer market, China. The premium pilsner is currently enjoyed in 116 countries around the globe and will be available in select provinces across Southern and Eastern China from November 2020. Amstel is currently a leading global top 10 beer brand², with HEINEKEN expecting China to become one of the brand’s top markets globally in the next three years.

Founded by two friends in 1870, Amstel is a premium beer, slow brewed using 100% pure malt and natural ingredients to deliver the perfect balance of pilsner taste and refreshment. HEINEKEN markets across the globe will activate the Amstel credentials and mark its 150^th anniversary through a new visual identity, which will feature on limited-edition packaging, out of home and digital material.

_{[1] What’s on tap for the global beer market? J.P. Morgan, 2018.}

_{[2] GlobalData}

Speciality craft brewer, Texelse Bierbrouwerij, perched on the picturesque shores of the Dutch island of Texel, gets renewed wind in its sails as it joins the HEINEKEN family of brands. After twenty successful years of growth, Texelse Bierbrouwerij joins forces with HEINEKEN to bring their speciality beers one-step closer to Dutch homes. With HEINEKEN's helping hand, the brewer can reap the benefits of increased brewing capacity and enhanced distribution opportunities. Texelse Bierbrouwerij brews thirteen distinctive speciality beers, including none other than their award-winning Texelse Skuumkoppe flagship brand. Skuumkoppe refers to the subtle ‘foamy head’ of this wheat beer.

Scaling up business in Australia with the addition of five beer and cider brands.

We are acquiring cider brand Strongbow from Asahi Group Holdings Limited (Asahi) in Australia, along with two other cider brands, Little Green and Bonamy’s. We will also gain the perpetual licenses on beer brands Stella Artois and Beck’s in Australia. The acquisition is subject to regulatory approval and comes after a successful bid for these brands when Asahi put them up for sale as a condition from the Australian Competition and Consumer Commission (ACCC) for their acquisition of Carlton & United Breweries (CUB).

Asahi has provided a court-enforceable undertaking to the ACCC to divest the five brands. The undertaking also requires Asahi to ensure the divested brands receive the same access to bars, pubs and clubs as well as off-premise space under tap-tying agreements as Asahi’s brands until June 2023.^[1]

Strongbow was first produced by H.P Bulmer, which was founded in 1887 by Percy Bulmer, the 20-year old son of a local clergyman. Ownership of the brand went to Scottish & Newcastle when they acquired H.P Bulmer in 2003. In Australia and New Zealand, Scottish & Newcastle’s interests were sold to Foster’s, CUB’s predecessor, which inherited the Strongbow brand in these two countries. In 2008, as part of a consortium, HEINEKEN acquired Scottish & Newcastle along with the Strongbow brand outside of Australia and New Zealand.

Today, Strongbow is our leading cider brand globally, sold in more than 40 countries. The acquisition of the Strongbow brand in Australia marks a milestone as it reunites with the global Strongbow portfolio after 17 years.

The five brands being acquired will be distributed in Australia by Drinkworks, a wholly owned subsidiary of HEINEKEN. This will strengthen Drinkworks’ existing premium beer and cider portfolio in Australia which includes Tiger, Sol, Monteith’s beer and cider and Orchard Thieves cider.

Financial terms are not disclosed.

_{[1] From ACCC media release: Asahi-CUB deal subject to cider and beer divestments}

HEINEKEN USA and AriZona bring a splash of real fruit to hard seltzer in the US.

HEINEKEN USA and Hornell Brewing Company, an affiliated entity of AriZona Beverages, announced they are bringing AriZona SunRise Hard Seltzer to the market. A refreshing take on a hard seltzer made with a splash of real fruit, AriZona SunRise Hard Seltzer comes in four flavors and will be available in both 12 pack (variety) and single serve cans.

AriZona is an iconic player in the beverage industry, famous for bringing delicious and all-natural non- alcoholic products to diverse consumers across the United States and worldwide. HEINEKEN USA brings strong relationships with the distributor network in the United States and extensive manufacturing and brand building expertise in alcohol. Together, we teamed up to both do what we do best. We intend to broaden the appeal of Hard Seltzer by bringing more people to the party.

We also believe AriZona SunRise Hard Seltzer is about broadening the appeal of seltzer. The current hard seltzers on the market have very similar positioning and we wanted to offer a range of tastes to appeal to a wide array of people. We are looking forward to bringing the fun of AriZona to the table. AriZona Sunrise Hard Seltzer brings everyone (21+) to the party with a product that puts great taste at the center.

Launching in Q1 2021 nationwide, AriZona SunRise Hard Seltzer will be available in four AriZona juice flavors, including Mucho Mango, Cherry Punch, Lemon and Grapefruit. It will be available in a variety pack (Mucho Mango, Cherry Punch, Lemon, Grapefruit) and 19.2oz. single serve cans (Mucho Mango, Cherry Punch). AriZona SunRise Hard Seltzer contains 100 calories per 11.5oz can and has an ABV of 4.6%.

AriZona SunRise Hard Seltzer is perfect for any occasion when consumers are looking for a great tasting and refreshing hard seltzer option. It is gluten free, low in carbs (2-4g/can) and contains no added sugar.

Pure Piraña, developed with all-natural flavours, enters Mexican & New Zealand markets.

We are exploring the Hard Seltzer category with the launch of Pure Piraña in Mexico and New Zealand. It will be available in a choice of up to nine different flavours, enabling us to test local preferences and investigate the potential of a rapidly growing category, whilst also exploring additional market introductions into this category.

Pure Piraña demonstrates our commitment to crafting new taste profiles in line with consumers’ ever-changing demands. Containing fewer than 100 calories per 330ml can and made with all-natural flavours, the new beverage is aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices.

Pure Piraña is a refreshing mix of carbonated pure mineral water, a dash of natural fruit flavours and contains 5% alcohol. The result is a Hard Seltzer that is low in carbs, low in sugar, low in calories and is also vegan-friendly. Pure Piraña will initially launch in Mexico, one of our largest markets, in Grapefruit, Peach and Red Fruit flavours, and in Raspberry and Lime in New Zealand.

Pure Piraña joins our portfolio of more than 300 global and local brands. Find out more about our brand portfolio here.

We are piloting fully automated dispensers in major retail outlets for customers to purchase high quality & fresh draught beers to enjoy at-home, using 100% reusable bottles.

Fresh Draught dispensers give customers a ready to drink chilled beer that is produced locally, using an innovative technology to dispense cold beer into reusable glass bottles (950ml). The fresh beer offering will include a wide range of local beers and will be piloted in four countries.

The easy-to-use system also boasts green credentials, delivering a reduction in single-use packaging, by offering consumers incentives for return or reusing the glass bottles. In addition, all the beer is produced locally to support neighbouring businesses and as a result reduces the product carbon footprint.

The trial starts in France, where we have partnered with local brewery Gallia Paris to present the smart dispenser technology at the newly opened Monoprix Montparnasse in Paris. During the trial, the draught beer system will dispense three local craft beers and as a result we will be able to gather valuable insights around the user-friendliness and further assess how best to deliver the innovation at-scale across markets.

Fresh Draught To-Go: User Guide

1. The customer opens a door beneath the beer tap of their choice and positions the empty bottle under the dispenser tap.
2. The customer closes the compartment; the double door locks, and the bottle fills automatically.
3. A light alerts the customer to remove the filled bottle & seal it with a screw cap. An adhesive label is accompanied to stick on the bottle. All the information relating to the selected beer is displayed on the label and the barcode allows the customer to proceed to the checkout.
4. Once the beer is consumed at home (within 5 days), the empty, returnable, and reusable bottle is brought back to the store and redeemed. The customer will be credited for bringing back the bottle.

The musicians, whose balcony and rooftop performances went viral during lockdown, were rewarded for boosting morale around the world by being given the opportunity to perform the national anthem at the Monza track before the start of the Grand Prix.

The musicians gathered together by Heineken® included trumpet player Raffaele Kohler, violinist Stefano Camilli as well as tenor Maurizio Marchini, who became famous for his rendition of Nessun Dorma from his balcony in Florence.

Marchini said: “It was an honour to perform the national anthem on the track at Monza – it’s a race that means so much to Italian people and I couldn’t believe it when Heineken® invited me to play. I was in complete shock.”

The full list of performers include:

• Andrea Zucco – Bassoon
• Claudia Bucchini – Flute
• Raffaele Kohler – Trumpet
• Stefano Camilli – Violin
• Courtney Mills – Baritone
• Maurizio Marchini - Tenor

The film created by Heineken® sees the ‘balcony performers’ from across Italy gather at the stunning Teatro Comunale Luciano Pavarotti in Modena, being given their own balconies inside the theatre for a special rendition of “The Song of the Italians”, the Italian National Anthem.

They are then surprised by Scuderia Ferrari’s Charles Leclerc, who interrupted the performers on the theatres big screen, with the news that they will be performing at the Monza Grand Prix.

Scuderia Ferrari Team Principal, Mattia Binotto, commented; “It’s completely understandable, but still a huge shame, that our fans can’t be in the grandstands for the race. But it was very special to see the people who made such an impact in their community during lockdown perform the National Anthem.”

The global campaign is aimed at supporting the HoReCa around the world, by celebrating their re-opening whilst reminding consumers to behave responsibly. In fact, only by respecting safety regulations in the “new normal”, consumers will help bars to remain open and therefore will be able to continue to enjoy nights out with friends. The engaging call to action is “socialise responsibly to keep bars open”. 

Heineken® has a long history of being a responsible brand. In the past, the brand has used its world famous creativity to develop campaigns such as “Enjoy Heineken Responsibly” and “When You Drive, Never Drink” that make tangible impact.

The campaign includes 60”, 30”, 15” films, digital, social assets and multiple on trade initiatives to help bars reminding consumers to socialise responsibly in the very moment of consumption, when they are more likely to “forget” while having fun with friends. “Back to the bars” will be launched in multiple countries in 2020.

Ahead of the first Grand Prix of the revised 2020 F1^® season in Austria on Sunday 5th July, official partner Heineken® will host a season opening virtual party with globally renowned DJ Oliver Heldens in the Netherlands, the home of Heineken®.

Oliver is set to deliver a special performance for F1^® fans, showcasing his legendary musical catalogue and much more. Oliver’s performance will be livestreamed across F1^®, Aston Martin Red Bull Racing, Heineken® and Oliver Heldens social channels from 20:30 CEST on Saturday. Providing an opportunity for fans around the world to come together virtually and #SocialiseResponsibly, despite the various Covid-19 lockdown arrangements across the globe.

The performance on Saturday will then be followed by a Heineken® 0.0 #NowYouCan Drive-In viewing experience on Sunday, at the Circuit Zandvoort, which offers one hundred fans and hospital workers in the Netherlands the chance to enjoy the return of F1^® in a socially-distanced environment, whilst enjoying an ice-cold Heineken® 0.0.

See links here for where to watch the show live:

Heineken®: Youtube

F1®: Youtube facebook.com

Aston Martin Redbull Racing: instagram

Oliver Heldens: Youtube and facebook

 Our ambassadors and F1® Legends Nico Rosberg and David Coulthard, will be joined by football legend Roberto Carlos and local Dutch racing legend Robert Doornbos to see who will take the checkered flag. With F1® Legend Sir Jackie Stewart as guest commentator, we are in for an exciting show!

The Heineken Legends Challenge will go live on Formula 1’s Youtube, Facebook and F1.com channels.

Watch from the comfort of your home, better enjoyed with a cold Heineken®! #SocialiseResponsibly

With bars, pubs and restaurants closed for the foreseeable future, hospitality businesses of all sizes are facing unprecedented commercial challenges. It goes without saying that these on-trade outlets are highly valued partners of HEINEKEN and key to our hospitality industry worldwide. So we have dedicated significant time and effort to help our friends when they need it the most.

Together we have developed a voucher system, where people can buy a drinks voucher for their favourite bar or restaurant. They can redeem the voucher when the bar opens again with friends, but the owner of the bar will receive the monetary value of the voucher immediately, so that they can continue to pay their fixed costs.

This initiative is running in 17 countries around the world further five countries due to launch imminently. Within the last two months, these initiatives have helped thousands of outlets worldwide, with over 218,000 vouchers being sold and over 8.2 million euros going directly to outlets.

Have a look at what’s happening where you are, and please sign up to help your favourite watering hole!

See what’s happening all around the world from all of our brands here.

More than €950,000 has been pledged by HEINEKEN Malaysia (MYR1.5 million) and Asia Pacific Breweries Singapore (SGD1 million) in the form of cash funds and vouchers that people can redeem at their favourite local Food & Beverage (F&B) outlets once safe distancing measures are over. This will help local F&B outlets to generate more cash to keep their business afloat now and to restore their business once safe distancing measures end. #SupportOurStreets will expand to Cambodia, Thailand and Vietnam in the coming weeks.

Commenting on today’s announcement Maud Meijboom-van Wel, Brand Director for Tiger® said, “Tiger® was born on the streets of Asia and during these unprecedented times, we believe it is more important than ever to champion and support the local pubs, restaurants, food outlets and all people that make our streets the lifeblood of every community. We’ll get past this and when we do, we will want to be back at our favourite local outlets with friends and family, so let’s support them until they are back on their feet.”

#SupportOurStreets encourages consumers to stay off the streets as part of continued safe distancing measures across the region. #SupportOurStreets will, in the near future, also support local talents from the region by connecting them with an audience digitally. Talents will come from diverse fields such as music, dance, fashion, art and food.

Keep a lookout on Tiger Beer’s Instagram and Facebook pages via these hashtags #SupportOurStreets #TigerBeer for more details on other initiatives.

For more details on the #SupportOurStreets initiative and how consumers can participate, please download the fact sheet and high resolution versions of key visuals here.

Through a relatable story of familial rivalry where the pair compete with each other in activities such as tennis and fishing, the TV commercial highlights that no matter how confident a driver you are, the best driver is always the one that doesn’t drink and drive. Watch the new commercial here.

The insight for the campaign was drawn from Heineken®’s global research on drink driving triggers. This shows that overconfidence in driving ability after consuming alcohol is a key cause of drink driving. The research also showed that the prominence of alcohol-free options, including Heineken® 0.0, made a positive impact on drink driving behaviour.

Gianluca Di Tondo, Senior Global Brand Director Heineken® said; “For our When You Drive, Never Drink campaign to have impact, we first needed to delve into the deep-rooted causes of drink-driving. Our global research discovered that, while people don’t set out to drink and drive, often when we’re at the point of decision making, our good intentions falter in the face of temptation. These insights have given us the opportunity to better target our marketing to make real impact by developing a new communications campaign which focusses on the root causes of drink driving.”

Nico Rosberg, Heineken®’s When You Drive Never Drink ambassador said; “Heineken® has devoted part of its F1® partnership to conveying a clear and compelling responsibility message that I myself share – one that leaves consumers in no doubt – when you drive, you never drink. The latest campaign conveys a really powerful message that, regardless of whether you’re a professional driver or not, abstinence behind the wheel is the only option.”

The campaign includes a 30, 60 and 95 second film, supporting digital and social assets and will be launched in multiple countries around the world. 

The film can be viewed on TV, online and across social media and is available in different formats. Heineken® will continue to communicate a powerful When You Drive, Never Drink message to a global audience through F1 circuit branding, TV, digital activations, live fan experiences and events, dedicated PR initiatives and packaging/point-of-sale activations.

HEINEKEN is committed to responsible consumption and uses the power of the global Heineken® brand to make moderate drinking cool. Every year, the company directs 10% of media spend to promoting responsible drinking across all operating companies selling Heineken®, with a special focus on When You Drive, Never Drink.

^{1. 1,000 drivers aged 25-54 in 10 markets (10,000 total) who consume alcohol at least once a month. Markets: Brazil, China, India, Italy, Mexico, South Africa, Netherlands, United Kingdom, United States and Vietnam.}

The brewer’s relationship with UEFA Champions League is already well established, stretching back over 25 years. The new UEFA EURO 2020™ agreement means that Heineken® will be a partner of Europe’s most prestigious club and international football tournaments. Both competitions play an important role in supporting the Heineken® brand’s European and global business growth objectives.

The new UEFA EURO 2020™ contract includes exclusive pouring rights at stadiums, fan zones and fan villages, LED pitch boarding exposure, digital rights, Man of the Match presentations, match screenings and ticket giveaways. The brand will also activate global TV and digital integrated marketing campaigns – utilising its global football ambassador, UEFA Champions League and UEFA European Football Championship winner, Thierry Henry.

Hans Erik Tuijt, Global Sponsorship Director, HEINEKEN, said: “Heineken® has enjoyed an unrivalled relationship with football fans through our UEFA Champions League sponsorship. We are excited to be able to build the relationship further with the UEFA EURO 2020™ partnership, meaning we will be involved in the leading European club and international tournaments. UEFA EURO 2020™ will enable Heineken® to create even more engaging experiences for football fans across Europe and around the world. This partnership complements our other unique global platforms; Rugby World Cup, Formula One, and James Bond.”

Guy-Laurent Epstein, marketing director of UEFA Events SA, commented; “This is an incredibly exciting time for football in Europe. UEFA EURO 2020 will be hosted by 12 countries for the first time as part of the 60th anniversary celebrations of the competition and the UEFA Champions League is going from strength to strength – firmly establishing itself as the world’s premier club competition. We know the value Heineken® brings through their outstanding engagement with fans of the UEFA Champions League across the globe and we are delighted to extend this partnership for another three seasons.

We are also extremely excited as we will be able to call on their experience and innovative marketing campaigns in the build-up to and during UEFA EURO 2020.”

EURO 2020 takes place from June 12 to July 12, 2020. For the first time the tournament will be hosted across twelve European cities: Amsterdam, Baku, Bilbao Bucharest, Budapest, Copenhagen, Dublin, Glasgow, London, Munich, Rome and St Petersburg.

Heineken®’s renewed three-year agreement as a UEFA club competitions partner will include sponsorship rights for the UEFA Super Cup from 2021 until 2024. The new agreement will also see Amstel become a partner of the UEFA Europa Conference League, UEFA’s new club competition that is set to launch in the 2021/22 football season, as well as continuing their sponsorship of the UEFA Europa League.

-Ends-

Notes to Editors

Press enquiries

David Pugh

E-mail: David.Pugh@heineken.com 

Tel: +31 (0) 610 042 862

Editorial information

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 Twitter via @HEINEKENCorp.

Alongside taking the exclusive designation as a worldwide partner of Formula E, Heineken® will also have substantial pouring, activation and access rights across events and key race locations; including Santiago de Chile, Mexico City, Rome and New York City.

Heineken® will officially launch the partnership during the 2018/2019 season. The launch will include circuit branding, digital initiatives, PR activation and live fan experiences. Heineken® will not be visible on any of the new-look Gen2 Formula E cars.

Gianluca Di Tondo, Senior Director Global Heineken® brand at HEINEKEN, said; "Formula E gives Heineken® an excellent opportunity to engage with current and potential millennial and GenZ (above LDA) consumers in key cities around the world. We will do this by showing fans unexpected and interesting facets of the sport, activating strongly around a number of select E-Prix in urban settings throughout the season."

He continued; "The new partnership complements our association with Formula One(TM), and other sponsorship platforms such as UEFA Champions League and Rugby World Cup, which have proven highly successful^[1] in growing our global footprint as well as drinking occasions in targeted geographies."

Founder & CEO of Formula E, Alejandro Agag, commented; "Heineken® has forged a reputation for first-class fan engagement across various high-profile sponsorship properties around the world. We are very much looking forward to bringing their experience to the ABB FIA Formula E Championship. It is an exciting time for the series and the involvement of a global premium brand such as Heineken® confirms that this is a property continuing on its way up."

An important aspect to the Formula E partnership will be to further embed Heineken®'s enjoy responsibly message, which is a key part of the company's Brewing a Better World sustainability strategy.

The award-winning campaign, "When You Drive, Never Drink", communicates a powerful anti-drink driving message where consumers are left in no doubt - when you drive, you never drink.

It reinforces the company's view that when you're behind the wheel, abstinence is the only option. Using the Formula One(TM) partnership as a platform, the campaign was launched in 2016 with a hero film, featuring road safety pioneer and F1 legend, Sir Jackie Stewart.

In 2017, Heineken® conducted wide ranging global research into behavioural drink driving triggers. The insights from this have enabled the brand to better target its marketing in order to reduce drink driving. The 2018/19 campaign features a robust behavioural change programme and a new communications campaign, featuring former F1 World Champion and Formula E investor and ambassador, Nico Rosberg, both with a clear commitment to drive real change.

-ENDS-

Editorial information:

For more information, please contact: David.Pugh@Heineken.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 speciality 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 and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets.

We employ over 80,000 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 Twitter via @HEINEKENCorp.

About 'Enjoy Heineken Responsibly':
'Enjoy Heineken® Responsibly (EHR),' is our global brand-led approach to promote responsible consumption, first launched in 2004. Whilst the Enjoy Heineken® Responsibly is the flagship of our commitments, we are of course promoting responsible consumption throughout our brand portfolio. As an industry leader, we believe we should lead by example, playing an active role in promoting responsible and moderate consumption of alcohol. HEINEKEN employees are ambassadors for our responsible consumption agenda and, around the world, many markets have developed tailored activations to spread the message locally. We also work in partnership with many stakeholders to encourage responsible attitudes and to understand and address alcohol misuse.

About the ABB FIA Formula E Championship:
The ABB FIA Formula E Championship is the electric street racing series and the world's first fully-electric international single-seater category in motorsport. Formula E brings intense and unpredictable racing to some of the world's most recognisable and progressive cities - including Hong Kong, Rome, Paris, Berlin and New York.

Formula E enters a new and exciting era in season five with the competitive debut of the next generation car. The striking new model boasts a distinctive futuristic design and demonstrates a clear step-up in performance with almost double the energy storage capacity - allowing teams and drivers to complete a full race distance at higher speeds without needing to swap cars. The Gen2 car is a testament to the ongoing advancements in battery and electric vehicle technology in the space of only four years.

The fifth edition of the ABB FIA Formula E Championship will see 11 teams and 22 drivers tackle a variety of challenging circuits in 12 cities - across five continents - in a bid to be crowned champion. Formula E will be making its debut in the Middle East on December 15 for the season-opener in Ad Diriyah, with the championship once again coming to a close in New York City over the course of two days on July 13 & 14.

The concept of Formula E is to act as a platform to test and develop road-relevant technologies, helping refine the design and functionality of components and infrastructure - actively speeding-up the transition and uptake of electric vehicles on a global scale.

Formula E is continuing to attract some of the leading names and renowned brands in motorsport and the automotive industry. For this season, Formula E has nine manufacturers on its roster - including Nissan - taking over the existing entry from Renault - and BMW linking-up with Andretti. This number is set to rise further still, with the highly-anticipated inclusion of Mercedes-Benz and Porsche in season six.

Follow Formula E:
www.FIAFormulaE.com
Facebook - www.facebook.com/FIAFormulaE
Instagram - www.instagram.com/FIAFormulaE
Twitter (@FIAFormulaE #ABBFormulaE) - www.twitter.com/FIAFormulaE
YouTube - www.youtube.com/user/FIAFormulaE

As part of the new four year deal starting from the 2018/19 season, the tournament will be re-named the 'Heineken® Champions Cup'. It will add to Heineken®'s wider rugby portfolio, which also includes the Rugby World Cup 2019 sponsorship. Heineken®'s relationship with EPCR, dates back to 1995 when the two joined forces to launch this well renowned club competition.

Hans Erik Tuijt, Global Sponsorship Director, HEINEKEN, said: "It is an exciting time for Heineken® to return as the main partner to the European Rugby Champions Cup. The expansion of the tournament to emerging rugby territories (Bilbao 2018) and new cities in traditional strongholds of European rugby (Newcastle 2019) provides Heineken® with the opportunity to create engaging fan experiences, and brings our association with rugby to new audiences throughout Europe. Heineken® is proud to have had a close association with rugby for over 20 years and we look forward to working alongside EPCR to provide a platform to continue to develop the competition across Europe and beyond."

In line with the brand's portfolio of global sponsorships, such as Rugby World Cup, UEFA Champions League and Formula 1, Heineken® will use the partnership as a powerful platform to communicate the Enjoy Heineken® Responsibly program.

Vincent Gaillard, EPCR CEO, said: "We have substantially developed the Champions Cup over the past four seasons and it is fitting that at such an exciting time for the tournament, we welcome back a world-leading brand in Heineken®. They are steeped in rugby history and inextricably linked with the heritage of European club rugby and we are delighted to be embarking on this journey with their full support."

The Heineken® Champions Cup in 2018/19 will be broadcast free to air in the UK, Ireland and France, alongside a host of official international broadcasters, producing the biggest TV audience in the history of the European Club Rugby competition.

-Ends-

Notes to Editors:
Press enquiries: David Pugh: David.Pugh@heineken.com/ +31 (0) 610 042 862

Editorial information:
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 speciality 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 and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 80,000 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 Twitter via @HEINEKENCorp.

About European Rugby Champions Cup
The European Rugby Champions Cup is an annual rugby union tournament organised by European Professional Club Rugby (EPCR). It is the top tier competition for clubs whose countries' national teams compete in the Six Nations Championship. Clubs qualify for the Champions Cup via their final positions in their respective domestic leagues (English Premiership, Top 14, and Pro14) or via winning the second-tier Challenge Cup; those who do not qualify are instead eligible to compete in the second-tier Challenge Cup.

All the latest news can be found at www.epcrugby.com and via @ChampionsCup across Twitter and YouTube.

HEINEKEN has organised the national house on behalf of the NOC * NSF at every Summer and Winter Games since the 1992 Barcelona Olympics. The HHH, widely viewed as the best party in town during the Games, showcases and celebrates the Netherlands' culture and achievements, and has become a popular meeting place for thousands of Dutch and international visitors to the Games.Rio de Janeiro represents the 13^th time HEINEKEN will open its doors to athletes, their families and friends, media and Olympic fans.

The HHH itself will be situated in Clube Monte Libano in the district of Ipanema-Leblon, adjacent to the Lagoa Rodrigo de Freitas, where the rowing competition will take place. This is located in the Copacabana Olympic zone, which includes the beach volleyball and cycling time trial venues.

The 2016 Holland Heineken® House is expected to receive 4,000 daily guests during the two week Games period. The Clube Monte Libano complex occupies more than 9,000m and includes a huge fan zone with Medal Ceremony Hall, athlete zones and a press centre. The location is equipped with indoor and outdoor sports and catering facilities.

Gerard Dielessen, CEO NOC * NSF comments: "The Holland Heineken® House is, for many, a home away from home and as such is incredibly important to TeamNL. All our athletes look forward to the customary HHH ceremony which celebrates a TeamNL member winning a medal. The HHH also gives them peace of mind that their families are well taken care of."

Bram Westenbrink, Marketing Director of HEINEKEN Netherlands, said: "The Holland Heineken® House will be in the thick of the action for the Rio de Janeiro Games. We'll be closer to the sport than ever before.The Holland Heineken House is a platform for Dutch pride, and we look forward to celebrating with fans from all over the world."

Further details of the programme of events at the HHH will be released in the lead up to the Games.

- ENDS -

NOTES TO EDITORS:

Contact Holland Heineken House
David Pugh
PressOffice@heineken.com
Contact NOC*NSF
Geert Slot, NOC*NSF
geert.slot@nocnsf.nl
T. 06-51597327

Address:
Clube Monte Libano - Holland Heineken House 2016
Av. Borges de Medeiros, 701 - Leblon, Rio de Janeiro - RJ, 22283-040, Brazilië

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 powerful portfolio of more than 250 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 and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ approximately 81,000 people and operate more than 160 breweries in 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 via @HEINEKENCorp.

HEINEKEN has organised the national house on behalf of the NOC * NSF at every Summer and Winter Games since the 1992 Barcelona Olympics. The HHH, widely viewed as the best party in town during the Games, showcases and celebrates the Netherlands' culture and achievements, and has become a popular meeting place for thousands of Dutch and international visitors to the Games.Rio de Janeiro represents the 13^th time HEINEKEN will open its doors to athletes, their families and friends, media and Olympic fans.

The HHH itself will be situated in Clube Monte Libano in the district of Ipanema-Leblon, adjacent to the Lagoa Rodrigo de Freitas, where the rowing competition will take place. This is located in the Copacabana Olympic zone, which includes the beach volleyball and cycling time trial venues.

The 2016 Holland Heineken® House is expected to receive 4,000 daily guests during the two week Games period. The Clube Monte Libano complex occupies more than 9,000m and includes a huge fan zone with Medal Ceremony Hall, athlete zones and a press centre. The location is equipped with indoor and outdoor sports and catering facilities.

Gerard Dielessen, CEO NOC * NSF comments: "The Holland Heineken® House is, for many, a home away from home and as such is incredibly important to TeamNL. All our athletes look forward to the customary HHH ceremony which celebrates a TeamNL member winning a medal. The HHH also gives them peace of mind that their families are well taken care of."

Bram Westenbrink, Marketing Director of HEINEKEN Netherlands, said: "The Holland Heineken® House will be in the thick of the action for the Rio de Janeiro Games. We'll be closer to the sport than ever before - even having direct views of the Olympic rowing competitions. The Holland Heineken House is a platform for Dutch pride, and we look forward to celebrating with fans from all over the world."

Further details of the programme of events at the HHH will be released in the lead up to the Games.

- ENDS -

NOTES TO EDITORS:

Contact Holland Heineken House
David Pugh
PressOffice@heineken.com
Contact NOC*NSF
Geert Slot, NOC*NSF
geert.slot@nocnsf.nl
T. 06-51597327

Address:
Clube Monte Libano - Holland Heineken House 2016
Av. Borges de Medeiros, 701 - Leblon, Rio de Janeiro - RJ, 22283-040, Brazilië

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 powerful portfolio of more than 250 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 and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ approximately 81,000 people and operate more than 160 breweries in 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 via @HEINEKENCorp.

Heineken®'s Spectre campaign is the brand's largest global marketing platform of 2015. Spectre, the 24^th James Bond adventure, from Albert R. Broccoli's EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment, will be released in the UK on October 26 and in the US on November 6.

The Heineken® TVC will be launched mobile-first via Facebook, and will be shown on TV and cinema screens worldwide 24 hours later. Heineken® is the only Spectre partner who has created a TVC starring Daniel Craig.

Heineken®'s TVC uses Spectre cinematographers and stuntmen to ensure the action sequences are authentically Bond. The added twist involves a young woman, Zara, who accidentally becomes involved in a high-speed boat chase where she helps the world's favourite spy to save the day.

Heineken®'s Spectre TVC: http://youtu.be/vuMvhJaWIUg

For its digital Spectre campaign, Heineken® will once again be pushing the boundaries of modern technology, and will be taking the world's first ever selfie from space. For the 'Spyfie', Heineken® has partnered with Urthecast to take ultra HD imagery using its camera on the Deimos satellite, currently in orbit 600km above the Earth's surface.

Via a relay of technology, Heineken® will create a selfie for the lucky attendees, recruited from around the world, of the brand's exclusive Spectre screening event in a secret location in early November. The Spyfie content will be bespoke for each attendee of the top secret experiential event, and will be sent to their mobile devices for use on social media.

Hans Erik Tuijt, Director Global Heineken® Sponsorship said, "In celebration of a partnership spanning 18 years, our Spectre campaign is our most innovative ever.The very nature of the Bond film franchise gives us opportunities to take a cutting-edge and pioneering approach that both excites and adds real value to the film fan's experience. By featuring Daniel Craig in our TVC and activating Spyfie once again we will give fans access to the world of James Bond".

To further heighten anticipation ahead of the movie's release this autumn, fans will be given access to exclusive Spectre content, through an estimated half a billion Spectre bottles on sale around the world.Fans simply scan the Heineken® logo on special edition Spectre bottles, cans and packs to unlock exclusive content with Daniel Craig, plus behind the scenes footage from five of the movie's dramatic locations; Mexico City, Rome, London, Austria and Morocco.

Heineken®'s association with the James Bond film franchise dates back to 1997's 'Tomorrow Never Dies', with Spectre being the seventh consecutive film in the partnership.

-ENDS-

Press enquiries:

David Pugh, Heineken International
Tel : +31 (0) 20 5239 355
pressoffice@heineken.com

Notes to Editors:

About Heineken® & Bond
This campaign celebrates the seventh film of the Heineken®/Bond partnership, a relationship that began in 1997. Starting with 'Tomorrow Never Dies',Heineken® was also involved in 'The World is Not Enough', 'Die Another Day', 'Casino Royale', 'Quantum of Solace' and 2012's 'Skyfall'.

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 powerful portfolio of more than 250 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 and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets.We employ 81,000 people and operate more than 160 breweries in 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 company information is available on HEINEKEN's website: www.theHEINEKENcompany.com and follow us via @HEINEKENCorp.

About EON
EON Productions Limited and Danjaq LLC are wholly owned and controlled by the Broccoli/Wilson family. Danjaq is the US based company that co-owns, with Metro-Goldwyn-Mayer Studios, the copyright in the existing James Bond films and controls the right to produce future James Bond films as well as all worldwide merchandising. EON Productions, an affiliate of Danjaq, is the UK based production company which makes the James Bond films. The 007 franchise is the longest running in film history with twenty-three films produced since 1962.Michael G Wilson and Barbara Broccoli succeeded Albert R 'Cubby' Broccoli and have produced some of the most successful Bond films ever including CASINO ROYALE, QUANTUM OF SOLACE and SKYFALL. The 24th film, SPECTRE, is currently in post-production.

About METRO-GOLDWYN-MAYER
Metro-Goldwyn-Mayer is a leading entertainment company focused on the production and global distribution of film and television content. The company owns one of the world's deepest libraries of premium film and television content.In addition, MGM has investments in domestic and international television channels and is the majority owner of and distributor for United Artists Media Group (UAMG). For more information, visit www.mgm.com.

About Sony Pictures Entertainment
Sony Pictures Entertainment (SPE) is a subsidiary of Sony Entertainment Inc., a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production, acquisition and distribution; television production, acquisition and distribution; television networks; digital content creation and distribution; operation of studio facilities; and development of new entertainment products, services and technologies. For additional information, go to http://www.sonypictures.com.

About Spectre
A cryptic message from the past sends James Bond on a rogue mission to Mexico City and eventually Rome, where he meets Lucia Sciarra (Monica Bellucci), the beautiful and forbidden widow of an infamous criminal.Bond infiltrates a secret meeting and uncovers the existence of the sinister organisation known as SPECTRE. Meanwhile back in London, Max Denbigh (Andrew Scott), the new head of the Centre for National Security, questions Bond's actions and challenges the relevance of MI6, led by M (Ralph Fiennes). Bond covertly enlists Moneypenny (Naomie Harris) and Q (Ben Whishaw) to help him seek out Madeleine Swann (Léa Seydoux), the daughter of his old nemesis Mr White (Jesper Christensen), who may hold the clue to untangling the web of SPECTRE. As the daughter of an assassin, she understands Bond in a way most others cannot.As Bond ventures towards the heart of SPECTRE, he learns of a chilling connection between himself and the enemy he seeks, played by Christoph Waltz. Directed by Sam Mendes and produced by Michael G. Wilson and Barbara Broccoli, the screenplay is by John Logan and Neal Purvis & Robert Wade and Jez Butterworth, with a story by John Logan and Neal Purvis & Robert Wade.

About Urthecast
UrtheCast Corp. is a Vancouver-based technology company that is developing the world's first Ultra HD video feed of Earth, streamed from space in full color. Working with prominent aerospace partners from across the globe, UrtheCast has built, launched, installed, and will soon operate its Ultra HD video camera, Iris, on the ISS alongside its Medium Resolution Camera ("MRC") which reached Initial Operation Capability ("IOC") in 2014. UrtheCast also owns and operates the Deimos-1 and Deimos-2 satellites through its Spanish subsidiary, operating as Deimos Imaging. Video and still image data captured by the cameras will be downlinked to ground stations across the planet and displayed on the UrtheCast web platform, or distributed directly to partners and customers. UrtheCast's cameras will provide Ultra HD video and still imagery of Earth that will allow for monitoring of the environment, humanitarian relief, social events, agricultural land, etc. Common shares of UrtheCast trade on the Toronto Stock Exchange as ticker 'UR'.

The announcement sees a welcome return to football for Amstel, one of Europe's leading beers, which has a rich heritage backing elite European football, having previously been a sponsor of the UEFA Champions League from 1994-2005.

Walter Drenth, Senior Global Director International Brands at HEINEKEN, commented: "Amstel's previous 11 year partnership with UEFA played a significant role in the brand becoming a truly international player in the global beer market. Amstel has a proud heritage in supporting football at different levels and we are delighted that the brand is back involved with elite European club football. With the evident synergies between the UEFA Europa League and the international Amstel brand we look forward to another fruitful partnership for years to come."

Commenting on the announcement, Guy-Laurent Epstein, Marketing Director of UEFA Events SA said: "We are delighted to be welcoming Amstel once again into the European professional club football landscape. Amstel is a brand with historical heritage in European professional football and thus a welcome and notable addition to the UEFA Europa League commercial platform. Having Amstel on board successfully completes the commercial partner family for the UEFA Europa League 2015-18 and so we now look forward to beginning to work with Amstel and the rest of the sponsor partner portfolio towards a successful next three years."

The new deal positions the HEINEKEN company as the key player in European club football with its two leading brands leading the charge in the top two cup competitions of the game across the continent. Building on the existing successful partnership with UEFA, the deal also promotes Heineken and Amstel as the beers of choice for midweek football fans through Tuesday, Wednesday and Thursday and continues HEINEKEN's strong support of football around the world.

- ENDS -

Press Enquiries

Alice Johnston, Edelman PR
Alice.johnston@edelman.com
Tel: +44 (0)20 3047 2346

David Pugh, Heineken International
pressoffice@heineken.com
Tel: +31 (0)20 5239 355

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 powerful portfolio of more than 250 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 and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets.We employ 81,000 people and operate more than 160 breweries in 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 via @HEINEKENCorp.

About Amstel®
The Amstel Brouwerij, producing the beer of the same name, was founded in Amsterdam in 1870. It was one of a handful of breweries producing the increasingly popular Bavarian-style 'lager' beer. In 1968 HEINEKEN acquired Amstel. The distinctive, golden, Amstel® beer with its mildly bitter taste and excellent quality has become widely known around the world. Alongside its continued popularity in its native Netherlands, it is currently available in more than 60 countries worldwide. The first Amstel brand extension arrived in the 1980s when Amstel Light was developed for the US market. Following this success, today the Amstel portfolio range has grown to include Amstel Lager (Africa), Premium Pilsener, Amstel Radler and Amstel Malta.

Heineken Rugby Legends Jonah Lomu, Will Carling, John Smit, Matt Dawson and Scott Quinnell joined around 900 guests at the event where they enjoyed a unique projection experience, a rugby stadium in the heart of central London. The projection was initiated by a coin toss from the winner of a Heineken® social competition who will also attend the inaugural coin toss that will open Rugby World Cup 2015 between England and Fiji.

As a Worldwide partner of Rugby World Cup 2015, Heineken® is searching for 48 fans from across the globe to win a once in a lifetime opportunity to attend the official coin toss at the opening of every game. As well as this ultimate prize Heineken will be producing social content offering an alternative perspective on Rugby World Cup 2015 from the Heineken® Rugby Legends using #ItsYourCall
Jonah Lomu, commented 'I enjoyed some of my happiest rugby moments in packed stadiums with the crowd roaring in my ears so this event brought back some amazing memories. The guys at Heineken have done an amazing job recreating the noise, passion and excitement of a Rugby World Cup game day.'

To further bring the game day atmosphere to life those in attendance were treated to a 60 minute set from one of the UK's hottest bands, Everything Everything.
Singer, Jonathan Higgs said, "We've played at some of the biggest festivals this year including Glastonbury & T in the Park but this was our first official stadium gig! The crowd were awesome, they really embraced the stadium atmosphere."

David Lette, Heineken® Brand Director said: "We're so excited that Rugby World Cup 2015 is only a matter of weeks away now so we wanted to launch our campaign in style by giving everybody a taste of what's to come in September!"

During the Tournament, Heineken® will bring fans around the world closer to the action through the Heineken Rugby Studio; a digital preview/review show that will take place across social media. Hosted by Will Carling, the content will feature Heineken's Legends line up, as well as a number of special guests, who will offer opinion and an irreverent look at the major talking points of Rugby World Cup 2015, with fans able to be a part of the action via #ItsYourCall.
To find out more information about Heineken's campaign around Rugby World Cup 2015 and for your chance to open Rugby World Cup 2015, visit www.heineken.com/rugby or follow @heineken #ItsYourCall

-ENDS-

Press Enquiries

David Pugh, Heineken International
Tel : +31 (0) 20 5239 355 / pressoffice@heineken.com

Notes to Editors

• The Heineken brand has been involved in rugby at the highest level for over 20 years through sponsorship of the Heineken Cup, European Rugby Champions Cup and Rugby World Cup.
• The Heineken Rugby Studio will start on Friday 18^th September:
  • The Heineken Rugby Studio is a digital preview/review show that will take place across social media
  • The Heineken Rugby Studio will provide alternative content around the matches from our Legends and celebrity guests, including Q&As, and video content
  • It will take place at 8 matches and filmed inside a studio within Twickenham Stadium - schedule on next page
  • The Heineken Rugby Studio will be hosted by Will Carling who will be joined each week by a Heineken Rugby Legend
  • The Heineken Rugby Legends are Jonah Lomu, Rocky Elsom, Scott Quinnell, John Smit, Matt Dawson and Shane Horgan
  • Media and consumers can get involved in two ways:
  • At home, by following @heineken and using the #ItsYourCall and putting forward questions to the Legends
  • By coming down to the Heineken Rugby Studio and getting involved with the content on the day
  • For more information on the Heineken Rugby Studio and to attend contact HeinekenRugby@mcsaatchi.com

About Heineken®
The Heineken® brand, that bears the founder's family name - Heineken - is available in almost every country across the globe and is the world's most valuable international premium beer brand.
To follow Heineken® on Twitter visit www.twitter.com/heineken and to become a fan on Facebook go to www.facebook.com/heineken. To view videos, subscribe to our YouTube channel at www.youtube.com/heineken.

John Clarke
E-mail: pressoffice@heineken.com
Tel: +31-20-5239-355

David Pugh
E-mail: pressoffice@heineken.com
Tel: +31-20-5239-355

Editorial information:
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 powerful portfolio of more than 250 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 and delivers value for all stakeholders. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets.We employ 81,000 people and operate more than 160 breweries in 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 via @HEINEKENCorp.