In Heineken 0.0’s New Ads, it Doesn’t Matter Why You’re Going Dry

“It would be nice, or at least a change of pace, to see an ad with someone who is sober curious, going out, going on dates, enjoying themselves…and maybe the audience not recognizing or realizing what is in their glass until the end of the night,” Sheinbaum said.

An ad like that would be “a larger statement” about someone drinking a non-alcoholic beverage at a wedding, a birthday, a celebration, a promotion, or another major life moment, “and still living their best life.”