Tennis-Inspired Non-Alcoholic Beer Branding

Heineken 0.0 Debuts Second Serve Tickets with Serena

Heineken USA, through its non-alcoholic brand Heineken 0.0, has launched a promotional campaign called Second Serve Tickets in partnership with its global ambassador Serena Williams. This marketing initiative will reactivate old ticket stubs from any of Williams' past US Open tournaments, giving fans the opportunity to win seats in the exclusive Heineken Suite at Arthur Ashe Stadium for the 2026 tournament.

The Second Serve Tickets initiative, which runs from August 3 through August 16, invites participants to submit a photo of their original ticket alongside a personal memory or story about their fandom through the dedicated website. The most compelling entries will be selected to attend the event and connect with fellow tennis enthusiasts over a beer.

The campaign also features limited-edition Heineken 0.0 cans inspired by the ticket designs from Williams' six US Open championship victories.

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