At a Glance

  • Heineken partners with OpenTable on a pilot program rewarding designated drivers to promote safe driving habits and its 0.0 non-alcoholic product,according to a press release。
  • via a dedicatedlanding pageDesignated drivers who book at 10 participating Houston restaurants will unlock special rewards, such as ride-share vouchers for future nights out and free Heineken 0.0.
  • The partnership with OpenTable comes as the non-alcoholic beer market in the U.S.continues to surge, growing 23% in 2025, and is inspired by brand research finding that 71% of Americans are more likely to plan a safe ride home when prompted at the time of booking.

Deep Dive

According to Heineken's research, more than half of Americans view the designated driver as the "hero" of the night. The brand wants to reward these consumers while further normalizing the ordering and consumption of non-alcoholic beer—49% of U.S. consumers say non-alcoholic beer makes them feel more included in social settings when not drinking alcohol.

Heineken's research found that 57% of Americans say they don't think about safe rides home or designated driver plans when making reservations, even though 82% say having a safe ride plan makes them enjoy their night more.

The pilot runs on weekends from July 31 to October 4. Participants can designate a driver after completing a pre-experience survey. Selected individuals who complete the post-experience survey will receive a $100 SafeRides.org voucher or a $25 gift card for Heineken 0.0 for future outings. Incorporating surveys into the experience will provide valuable consumer insights for Heineken and OpenTable.

"OpenTable is always looking for meaningful ways to connect diners and restaurants," said Reece Jones, General Manager of OpenTable Media, in press materials. "We're excited to partner with Heineken USA through OpenTable's custom media solutions to bring responsible consumption awareness into the reservation process in a new way."

Heineken collected safe driving habit data through two separate online surveys. The general U.S. survey was conducted online from April 2-12 and included 1,000 respondents aged 21 and older. The survey of Houston residents was conducted April 3-13.

Beer accounts for 87% of all non-alcoholic beverages, and 61% of consumers say they would consider a non-alcoholic beer that tastes similar to their favorite beer,according to Beer Association data. AsAmericans drink less overalland awareness of alcohol's health effects grows, the category is finding success.

Competition in the non-alcoholic beer space is intensifying. Athletic Brewing Company announced its firstMLB athlete partnershipin May and expects to increase national media spending by 120% compared to three years ago. Tom Holland's Bero announced a partnership with fitness chain Barry's in July,to reach fitness enthusiasts。

Despite declining U.S. net revenue, Heineken 0.0 achieved double-digit volume growth in 20 markets,according to the company's full-year 2025 report。