Heineken®0.0 Launches New “0.0 Reasons, 0.0 Judgment” Initiative during the US Open Alongside Nationwide Expansion of Limited-Time L0VE.L0VE Cans

Leading alcohol-free brew teams up with Benito Skinner to create a stigma-free environment in NYC where tennis meets moderation as it rolls out Heineken® L0VE.L0VE cans nationally following their sold out 2024 debut

WHITE PLAINS, New York Aug. 26, 2025- Today, as part of Heineken 0.0’s journey to create inclusive social occasions, the non-alcoholic brew announces the return of its popular Heineken L0VE.L0VE cans, available for the first time at local retailers nationwide. This comes alongside the brand’s launch of “0.0 Reasons, 0.0 Judgment,” an initiative led by actor and content creator Benito Skinner, also known as ‘Benny Drama’, encouraging zero judgment around moderation during the US Open.

Recent research reveals that 45% of Gen-Z and 32% of Millennials struggle to be their authentic selves due to fear of judgment and exclusion*, 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 yesterday, August 25th, in Grand Central Terminal, Heineken 0.0 is deploying a fleet of comedic “0.0 Refs” in sky-high tennis line judge chairs across New York City, next to be found in Hudson Yards and Pier 17. The “0.0 Refs” will be led by Benito and supported by talent including Aimee Kelly, Isaac Hindin-Miller, and Tiffany Baira to show unsuspecting passersby that any moment can be the right one to enjoy a Heineken 0.0. These “0.0 Refs” will be spreading the L0VE.L0VE by giving out compliments all while rewarding consumers on the street with ice-cold Heineken 0.0 and 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.

“In a world full of critics, Heineken 0.0 is tackling stigma head-on during the US Open – normalizing moments of togetherness without alcohol. It reminds folks that just like you don’t need a reason to spread positive energy, you don’t need a reason to enjoy an alcohol-free brew,” says Alison Payne, CMO of HEINEKEN USA. “With the rising interest in non-alcoholic beverage options, we’re thrilled to bring a message of moderation and choice back to consumers at the US Open through the return of our L0VE.L0VE cans. Our ‘0.0 Reasons, 0.0 Judgment’ initiative empowers consumers to live authentically and stigma-free. It’s about great taste, zero compromises, and ensuring everyone can enjoy the moment on their own terms; because the best connections come with 0.0 judgment and 100% good energy.”

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

For the second year running, Heineken 0.0 has transformed its category-leading Heineken 0.0 to “Heineken L0VE.L0VE” in a nod to a 0-0 tennis score, celebrating moderation during one of tennis’ most iconic tournaments. After selling out at last year’s 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 can enjoy the entire Heineken portfolio throughout the entire tournament at the Red Star Patio Cafe, Louis Armstrong Stadium Bar and across the USTA Billie Jean King National Tennis Center grounds. In addition to Heineken® and Heineken® 0.0, Heineken® Silver, the world-class light beer with low-cal and low-carbs, will be available on tap at the 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

About HEINEKEN USA

HEINEKEN USA Inc., is a subsidiary of HEINEKEN International N.V., the world’s most international brewer. Key brands in the U.S. are Heineken® Original, Heineken® 0.0 – the leading non alc beer, Heineken® Silver – a lower-carb, lower-cal beer, the Dos Equis Franchise, and the Tecate Franchise. HEINEKEN USA also imports Amstel Light, Red Stripe and more.

About the USTA

The USTA is the national governing body for the sport of tennis in the U.S. and the leader in promoting and developing the growth of tennis at every level – from local communities to the highest level of the professional game. A not-for-profit organization, it invests 100 percent of its proceeds in growing the game. It owns and operates the US Open, one of the highest-attended annual sporting events in the world, along with approximately 100 Pro Circuit events throughout the U.S., and selects the teams for Davis Cup, Billie Jean King Cup, and the Olympic and Paralympic Games. The USTA’s philanthropic entity, the USTA Foundation, provides grants and scholarships in addition to supporting tennis and education programs nationwide to benefit under-resourced youth through the National Junior Tennis & Learning (NJTL) network. For more information about the USTA, go to USTA.com or follow the official accounts on Facebook, Instagram, Twitter (X) and TikTok.