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While non-alcoholic options are becoming increasingly popular, the perception that a night out must include alcohol still persists. Assumptions about why someone might choose a non-alcoholic beverage - or whether it’s possible to have fun without one - often dominate the conversation. Heineken is challenging those notions with the return of Route 0.0, a Toronto streetcar activation that redefines what it means to have an epic night out, proving that good times don’t require an alcoholic drink in hand. 

For three consecutive Saturday nights starting January 11th, Heineken 0.0 will transform an ordinary streetcar ride in Toronto into an extraordinary event. From live DJ performances to complimentary Heineken 0.0 and drop-offs at some of Toronto’s nightlife hotspots, Heineken Route 0.0 is offering a new route to a night out - no explanations required. 

“We know that choosing a non-alcoholic beverage often invites questions or assumptions about why you made that choice,” said Jose Casillas, marketing director at Heineken Canada. “But whether you’re taking a break, trying something new, or simply enjoying the moment, the reason doesn’t matter. Heineken Route 0.0 is here to challenge the misconception that alcohol is needed for a fun and memorable night out.” 

“People make assumptions when you have a non-alcoholic beer. But no alcohol doesn’t mean no fun. There doesn’t need to be a reason to reach for Heineken 0.0—and that’s what Heineken Route 0.0 is all about - having a good time regardless of what’s in your glass,” says Vini Dalvi, CCO at Publicis Toronto.

Heineken’s branded streetcar will cruise through Toronto’s nightlife areas for three evenings in January, offering riders of legal drinking age the chance to board for free at the intersection of Richmond & Spadina, with drop-off stops at Queen & John, Queen & Dovercourt, and King & Portland. 

Inside the 'streetbar,' riders can enjoy a lively atmosphere with DJ performances by ACE, Dre Ngozi, and SEB C, while sipping on complimentary Heineken 0.0 - an alcohol-free lager with the crisp, balanced taste Heineken is known for. Each rider will also receive a Heineken Route 0.0 wristband, granting complimentary entry and a Heineken 0.0 at participating bars, including Score on Queen, Fifth Social Club, Sweaty Betty’s, and Wheatsheaf Tavern. 

Heineken Route 0.0 will run on the following dates and times: 

Saturday, January 11th – 9:30 to 11:30 p.m., featuring ACE 

Saturday, January 18th – 7:30 to 11:30 p.m., featuring Dre Ngozi 

Saturday, January 25th – 7:30 to 11:30 p.m., featuring SEB C 

The activation is an extension of Heineken’s global ‘0.0 Reasons Needed’ campaign, which aims to normalise non-alcoholic choices and break down social stigmas around them.