Heineken has multiple new hard seltzers

Heineken USA just announced a major new partnership – it became the new import beer and hard seltzer partner of the Miami Dolphins. The import beer category includes non-alcoholic beer and, of course, the company’s flagship beer Heineken.

Thanks to the exclusive deal, during the 2021-22 season Dolphins fans will be able to enjoy eight Heineken branded bars across Hard Rock Stadium, in addition to the new Heineken Hideout – a reimagined two-story lounge that promises fans an exciting new experience.

“We are incredibly proud to partner with the Miami Dolphins and Hard Rock Stadium as we welcome fans back to experience live entertainment and sporting events again this fall,” said Jonnie Cahill, chief marketing officer of HEINEKEN USA.

“We have always been fiercely passionate about creating unforgettable fan experiences, and we look forward to bringing that same ambition to our first NFL team partnership.”

The brewer has a long history of partnering with different professional sports teams, yet this will be its first partnership with an NFL team. Previous partners of Heineken include Major League Soccer (MLS), National Women’s Soccer League (NWSL), National Hockey League (NHL) and Formula One (F1).

Heineken recently announced a deal with New York City’s UBS Arena, home of the New York Islanders, to be exclusive supplier of beer, cider, and hard seltzer.

“We are thrilled to work with HEINEKEN on their first NFL partnership,” said Steve Mullins, Miami Dolphins, Vice President of Corporate Partnerships. “Hard Rock Stadium is a global entertainment destination, and we are excited about this opportunity with HEINEKEN to amplify our in-stadium experience and develop engaging content for the upcoming football season.”

The NFL partnership provides Heineken with a unique opportunity to promote its alcohol-free beer, Heineken 0.0. The brand will be promoting its alcohol free options during the fourth quarter of both preseason and regular season NFL games. The last call for alcohol sales traditionally comes during the third quarter.

Heineken’s Hard Seltzer Brands

There’s been no word yet on which of Heineken’s family of hard seltzers will be included for sale in Hard Rock Stadium, but fans can likely expect to see SunRise, the new collab from Heineken and Hornell Brewing Company, makers of AriZona juices and iced teas.

SunRise Hard Seltzer is available in four flavors, all inspired by the beverage company’s iconic juices: Cherry Punch, Grapefruit, Lemon, and Mucho Mango. Each can contains 100 calories, 4.6% ABV, and a splash of real fruit juice.

Dos Equis Ranch Water would also be a great fit for Hard Rock Stadium, offering fans a convenient canned cocktail to enjoy during the game.

The new expansion from the popular cerveza brand is based on the classic Texan cocktail traditionally made with Topo Chico sparkling water, tequila, and fresh lime juice.

Dos Equis Ranch Water was released in April to test markets in the state of Texas, with additional southern states to follow later this year.

We may even see an in-stadium appearance from Bask, Heineken’s “IPA Style” hoppy hard seltzer. Meant to bridge the gap between craft beer purists and hard seltzer, Bask is available in three flavors: Blood Orange, Lemon, and Original Hops.

Canijilla hard seltzer was released last year in Mango Picosito and Limón-Pepino varieties. Mango Picosito blends spicy and sweet flavors, while the Limon-Pepino is a take on a Mexican favorite that combines lime and cucumber.

The exclusive partnership between Heineken and the Miami Dolphins is big news for the brewer and hard seltzer fans alike. Regardless of which seltzers are for sale in the stadium, it will be nice to see some new options.

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Erin Grafton
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