Heineken is going bar hopping, absent any alcohol, and it’s taking sober and sober-curious people to select downtown Toronto establishments with help from the TTC.

Its Heineken “Route 0.0” streetcar, complete with “Cheers with no alcohol” wrap, will be shuttling revelers around for a night out on the town, minus the “vomit comet” association that’s all too often come from a combination of public transit and partying. Starting at Union Station and running northwest, the specially branded streetcar is cruising popular nightspots in Toronto beginning Jan. 13th and running every Saturday until Jan. 27th.

Inside the vehicle, of-age riders will be greeted with live music from Toronto DJs like Bambii, Cyrus and Karim Olen Ash, and will also receive complimentary non-alc, Heineken 0.0 beer.

Part of Heineken’s liquid-to-lips strategy is a partnership with select local bars across the city where denizens can show their Route 0.0 wristband to skip the line and cover charge, and grab some free Heineken 0.0.

“We know that many people cut back or abstain from drinking altogether in January, but that doesn’t mean they have to stay home the whole month,” says Jose Casillas, marketing director at Heineken. “We want Canadians to hit the town for a fun night out without alcohol.”

Vini Dalvi, Publicis Toronto’s chief creative officer, explains that “Cheers with No Alcohol” was the brand’s 2022 global ad campaign, and the idea is being extended here during dry January. The campaign’s aim to entice people who might otherwise stay home to venture out.

“It’s about making people understand that they can go out and have fun with no alcohol and they shouldn’t feel alienated,” Dalvi says.

Dalvi tells strategy that people have been receptive to the idea of sober living, but don’t want to compromise on taste and a fun night out.

This campaign was done in collaboration with two agencies from Publicis Groupe Canada: Publicis Toronto for strategy and creative, with its Sports & Entertainment team handling activation production and execution, and North Strategic for PR. Wavemaker is behind the buy.

Heineken 0.0 launched in 2017, and in November 2021 the brewer reported it reached a key milestone of distribution across 100 markets.