“It’s clear that moderation is a rising trend with lasting power,” Jonnie Cahill, chief marketing officer of Heineken USA, said in emailed comments. While Cahill declined to share sales or revenue projections associated with the Open event, he cited Nielsen figures showing the non-alcohol beer segment is growing volume by 29.7% so far this year on top of more than 30% growth a year ago.
A Gallup poll released this week shows 58% of U.S. adults say “they have occasion to drink alcoholic beverages,” which is below the historical trend of 63% in Gallup polls dating back to 1939.
Those abstaining or moderating have an ally in Heineken 0.0, which today is the world’s largest non-alcohol beer, capturing half of the category’s growth over the last five years, Dolf van den Brink, CEO of Heineken International, said during an earnings call last month. In the U.S., Heineken 0.0 has grown sales in 19 consecutive quarters.
“We’re delighted to have really driven the growth in this category over recent years by continuing to invest in making moderation cool,” Cahill said.
Cahill said Heineken’s marketing spend at the US Open this year is consistent with what it spent in previous years. What’s changed is the popular influence of tennis, giving the brand more for its money today. Movies like “Challengers,” the tennis reality show “Break Point” on Netflix and the “tenniscore” fashion trend have raised the game’s profile, Cahill said.
“It’s crucial for us to connect with both avid tennis fans and those who are new to the sport in a way that only Heineken can,” Cahill said. “There aren't many multiweek events in a priority market like New York that captivate and excite our target audience like this. We love the combination of world-class tennis, and the world-class social event that is the US Open.”
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Heineken, which has sponsored the US Open for more than 30 years, will have a big presence at the tournament, once again operating two branded bars—the Red Star Patio Café outside the US Open Club and the Heineken Bar in the Louis Armstrong Stadium concourse. Along with 0.0 it will be promoting its flagship beer and Heineken Silver, the low-carb light that’s seen heavy investment since its U.S. debut last year.
Heineken Silver, which according to Beer Marketer’s Insights has struggled to exceed its first-year sales, will be available exclusively on tap for the first time. To encourage trial, the brand is offering a free 16-ounce draft during US Open Fan Week, Aug. 19-25, to fans who RSVP via email.
Other booze brands have also found a home at the US Open, including Grey Goose and its Honey Deuce, a vodka-lemonade cocktail garnished with a honeydew melon ball resembling a tennis ball. Last year, the trendy aperitif brand Aperol established space on Open grounds and this year, Moët & Chandon has been named the tournament’s official champagne.
