Summer of Sport - Zero Alcohol Beverages Boom

Alongside annual spectacles like the UEFA Champions League, the US Open, the Super-Bowl and Formula 1, an extraordinary number of biennial and quadrennial events converge in 2024. The Summer Olympics and Paralympics, The UEFA Euro Cup, The Asian games and Asian Para Games, The Copa America all hosted every four years are joined by The African Cup of Nations and the ICC Men’s T20 held every other year.

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.

[i"We know sports brings people together in a unique way creating moments of fun and thrills but also moments of genuine belonging. At HEINEKEN we are all about bringing people together for good times and our sponsorships reflect that.[/i]

Our global partnership with Formula 1™ and world champion Max Verstappen is a way for us to bring our message of responsible drinking to a wider audience. “Cheers to all fans” is the central theme of our partnership with the UEFA Champions League. Across all our sponsorships you will find HEINEKEN elevating fan experiences, promoting responsible drinking and creating inclusive and unforgettable moments of togetherness for fans" - Roeslan Danoekoesoemo, Global Head of Sponsorship

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.

[i"Heineken looks for partnerships not sponsorships, and has been a partner of the US Open for over three decades. We’re excited to reimagine and up-level this year through L0VE.L0VE with Heineken 0.0. Our goal is to bring people to enjoy tennis together, so we’re eager to show tennis fans and beyond that moderation is cool and that whether or not they’re choosing to drink alcohol, Heineken has a brew for everyone"[/i] - Jonnie Cahill, Chief Marketing Officer at Heineken USA

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}

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 Threads via @THEHEINEKENCOMPANY.