With non-alcoholic options on the rise, Heineken has expanded its Route 0.0, a collaborative activation with the Toronto Transit Commission (TTC) that puts its alcohol-free beer in the spotlight.

For three Saturdays in a row, a Heineken-wrapped streetcar will travel through Toronto’s nightlife areas, offering riders the opportunity to hop on for free at the intersection of Richmond and Spadina, with stops at Queen and John, Queen and Dovercourt, and King and Portland. On board, passengers will enjoy live DJ performances and free Heineken 0.0, plus a special wristband for a free Heineken at participating bars.

The brand first launched the activation in January last year, aiming to appeal to people who reduce their alcohol consumption during the first few months of the year and would otherwise stay at home. According to Heineken, the initiative performed “exceptionally well,” achieving more than 32 million earned impressions and a 72% year-over-year sales increase in Ontario in the month of January.

Jose Casillas, marketing director for Heineken Canada, tells strategy that this year, they’ve expanded the experience in several ways. “Building on the core insight that non-alcoholic options are becoming increasingly popular yet often met with assumptions, we’ve doubled down on creating a space where those perceptions are challenged. This year’s activation introduces a new route, a fresh lineup of DJs and new partner bars to enhance the overall experience,” Casillas says.

Also, while they’ve maintained consistency in their approach, leveraging digital OOH with dayparting to optimize the Route 0.0 creative, they’ve also extended the overall campaign beyond just January. “This aligns with our approach that you don’t need a reason or occasion to choose non-alcoholic options, emphasizing its relevance year-round,” Casillas says.

Publicis Toronto is handling creative, while Publicis Connect and Billups are behind the media buying. Publicis Sport & Entertainment is in charge of XM production and North Strategic of PR.

The activation is an extension of Heineken’s global “0.0 Reasons Needed” campaign, which intends to normalize non-alcoholic options and celebrate the idea that good times don’t need an alcoholic drink. It is also a continuation of the “Cheers with No Alcohol” campaign that the brand launched in 2022, which addresses the feeling of exclusion that can be experienced when choosing not to drink alcohol on social gatherings.

Heineken 0.0 launched in 2017 and in November 2021 the brewer reported reaching a key distribution milestone in 100 markets. According to a NielsenIQ study, non-alcoholic beer accounted for 76% of total sales in Canada in 2024, with beer alone experiencing a growth rate of 23%. The report also found that non-alcoholic beverages tend to appeal more to younger and middle-aged consumers, with a strong focus on health and wellness.