00:00So welcome back. Yes. How many U.S. Opens have you been to now? Oh, a lot. A lot. But
00:06not enough because it's such a fabulous New York experience and a global event. It's never enough. Never enough. We
00:12were counting. We were keeping track of ours yesterday, but we don't want to date ourselves. No, not at all.
00:17It does seem like Heineken has been a staple of the U.S. Open. I mean, for 30 years at
00:22this point. Yes. But the last few years, something different has happened from a marketing perspective. I've noticed it and
00:27you're you're talking about it today and we have the beer.
00:29You're in front of us. It's the it's the leaning into the zero zero. So talk to us a little
00:34bit about the the opportunity there that you see and also what you've been able to accomplish so far.
00:38So we've been a partner of the USDA for 34, if you can believe it, dating ourselves 34 years. And
00:45it's such an important partnership for us because we get a chance here.
00:49I think it was over a million people that came through the grounds last year to sample products.
00:53And this is the third year in a row that we have now had Heineken zero zero at the heart
00:59of our partnership with the USDA.
01:01And we've sampled people around the grounds and they just fell in love with the brand.
01:05And so this year we said, let's bring it back. Let's do something a little bit different.
01:09Serena Williams, our global Heineken zero zero partner.
01:12And what we did was something very unique with her.
01:14We collaborated with her and she won six U.S. Open championships.
01:18And if you look at the cans here on your screen, everyone, you will see that we give a nod
01:22to the artwork on the tickets that were that year that she won.
01:27And if you could produce that actual stub, I mean, the young people of today, they don't have stubs, right?
01:32Everything's electronic. But people save the stubs from their favorite event years ago.
01:36And people could enter to win and, you know, come and enjoy experiences, come to the Heineken suite if they
01:41could produce the actual stub.
01:43And these are limited edition cans.
01:45I urge you to go get some and try some because they will run out and are running out very
01:49quickly.
01:50Are these cans also available on the alcoholic versions too?
01:53Or is this just for the zero zero?
01:54Just for zero zero because Serena is our global ambassador for Heineken zero zero.
01:58And I wanted to talk to you about that partnership with her because I think maybe one of Serena's better
02:03known partnerships now is for one of like a GLP-1 brand.
02:07And I think for maybe, you know, obviously it's different maybe with a non-alcoholic brand of beer.
02:13But I think a lot of people still associate, you know, beer with like maybe being, you know, not always
02:18like the healthiest drink to have.
02:20So it's like, tell me about like the juxtaposition of those two partnerships of hers together.
02:25Yeah, that's a great, that's a great question.
02:26I mean, there's studies that show that people who are on GLP-1s also drink alcohol.
02:32They say, do they drink less alcohol or more alcohol?
02:34It's inconclusive.
02:35But if you want to have a beer with alcohol or without, Heineken zero zero gives you the perfect choice.
02:42We perfected the perfect Heineken zero zero liquid 20 years ago.
02:48And we launched it in 17, tested it in Europe.
02:52And now we're the number one brand globally with the number one brand by value in the United States.
02:57We're number one in the on trade and it continues to grow.
02:59But when you look at consumers, even look at Gen Z, they're actually drinking now.
03:05The latest study shows roughly the same as the adult population.
03:09And if they want to moderate, they have a choice.
03:11And if they don't want to moderate, they have another choice.
03:13So it's not like they're abstaining completely.
03:15They're just moderating or what we call zebra striping.
03:18Zebra striping.
03:19Yes.
03:19Oh, I don't think I know that.
03:20So zebra striping is like I was here last night with customers.
03:25I had a Heineken original, then I had a Heineken zero zero, then I had a Heineken.
03:28So they zip, they go back and forth.
03:30So that's such a, it's a great option.
03:32And we were at the fort.
03:33We've reignited a nascent category globally and particularly in the U.S.
03:37because this is the best tasting alcohol free beer on the market.
03:41We're speaking with Maggie Tiamini, the president and CEO of Heineken USA.
03:44She joins us on site here at the U.S. Open.
03:47We have some numbers here.
03:48Sales increased from 2023 through 2025, 86% of Heineken zero zero.
03:55It was starting, though, from a small base, I think it's fair to say, especially when
03:58you compare it to, you know, what you are known for, which is the original Heineken.
04:02The original, yes.
04:03Yeah.
04:04How much now of the overall sales mix is NA versus original?
04:09Heineken zero zero is about 10% of original.
04:12That's more than I thought it would be.
04:14Yeah.
04:14And if you look at Europe, it's the penetration of non-alcohol or zero alcohol free beers
04:21is in Spain, for example, it's around 15%.
04:25It's greater.
04:26We're still in a bit of a nascent category in the U.S.
04:28So when we launched Heineken zero zero, the non-alcohol beer was 0.4% of the market.
04:35We exploded that, and now it's 1.5% of total beer.
04:38How big do you think it gets in the U.S.?
04:39Not just Heineken, but the NA market.
04:41Yeah.
04:41I need to go.
04:42You have CalShare.
04:43Who do you want later on?
04:45I'm going to have to take a bet here.
04:46Well, I mean, internally, like the numbers that you look at, does it get to a penetration
04:52of about 5% or 10%?
04:54Well, when we look at it, and I've said it four years ago, three years ago, and two years
04:59ago, and today, we see it getting to about 3% of total beer.
05:02Oh, wow.
05:03But it's already 10% of your...
05:05Of original, of original, of the original volume.
05:08But the market is 1.4% of total beer.
05:12It came from 0.4%.
05:13Can it double?
05:14Yes, over time.
05:15Can it get to 10% of total beer in the United States?
05:18I don't think so.
05:19When you're looking at the span of the alcoholic beverages here at the U.S. Open, obviously,
05:24Honey Deuce is really iconic.
05:26The Doble came out with their tequila cocktail recently as well.
05:31Is the goal here to have an iconic beer that people are also going to want to maybe take
05:37pictures with, bring these cans home, have a similar souvenir-like experience?
05:43Absolutely.
05:43But the iconic brand at the U.S. Open for 34 years, ladies and gentlemen, is Heineken.
05:49We're one of the longest-standing partners, and now we have Heineken 00, so now you can
05:55with alcohol or without alcohol.
05:58So we are...
05:58It is iconic.
05:59This is different.
06:00For two years in a row, we had the Love Love cans, if you remember, which is a nod to
06:04the
06:05Love Love score of tennis.
06:06We also brought those nationwide to sell them.
06:08So, yeah, we will continue to innovate, because consumers are looking for authentic experiences
06:13wherever they are.
06:14Maggie...
06:15And can I just say one more thing?
06:16Yeah.
06:17We invest a lot of money in experiences, and we do that because consumers are looking for
06:21those authentic experiences.
06:23And as Freddie Heineken said, we don't sell beer, we sell good times.
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