Dive Brief:
- Heineken is partnering with OpenTable on a pilot program that rewards designated drivers in an effort to promote safe driving habits and its 0.0 nonalcoholic product, according to a press release.
- Designated drivers appointed when booking at 10 participating restaurants in Houston through a dedicated landing page will unlock special rewards, such as rideshare vouchers for future nights out and free Heineken 0.0.
- The partnership with OpenTable comes as the nonalcoholic beer market continues to surge in the United States, up 23% in 2025, and is inspired by brand research that found 71% of Americans would be more likely to make safe ride home plans if prompted at the time of booking.
Dive Insight:
Over half of Americans view the designated driver as the “hero” of the night, according to Heineken’s research. The brand is looking to reward those consumers while also further normalizing the ordering and consumption of nonalcoholic beer, which 49% of U.S. consumers say makes them feel more included in social moments if they are not drinking alcohol.
Heineken’s research found 57% of Americans say thinking about a safe way to get home or a designated driver plan is not something they consider when making reservations, despite 82% saying a safe ride home plan lets them enjoy the night more.
The pilot program will run on weekends from July 31 to Oct. 4. Participants will be able to appoint a designated driver after completing a pre-experience survey. Select individuals who complete the post-experience survey will receive a $100 SafeRides.org voucher or a $25 gift card to purchase Heineken 0.0 for an upcoming night out. Building a survey into the experience will provide both Heineken and OpenTable with valuable consumer insights.
“OpenTable is always looking for meaningful ways to connect diners and restaurants,” Reece Jones, general manager for OpenTable Media, said in press materials. “We're thrilled to partner with Heineken USA through OpenTable's tailored media solutions to do just that, while jointly delivering a new way to bring awareness for responsible consumption into the reservation process.”
Heineken collected data on safe driving habits in two separate online surveys. The general U.S. survey was conducted online April 2-12 and included 1,000 respondents aged 21 and older. The survey specific to Houston residents was conducted April 3-13.
Beer makes up 87% of all nonalcoholic beverages and 61% of consumers say they would consider a nonalcoholic beer that tastes like their favorite, per Beer Institute data. The category is finding success as Americans drink less overall and the understanding of alcohol’s health impact grows.
There has been increased competition in the nonalcoholic beer space. Athletic Brewing Company announced its first MLB athlete partnership in May and expects to increase spending on national media by 120% compared to three years ago. Tom Holland’s Bero in July announced an effort with fitness chain Barry’s to reach fitness-minded consumers.
Despite a net revenue decline in the United States, Heineken 0.0 saw double-digit volume growth in 20 markets, according to the company’s 2025 full year report.
