HEINEKEN USA has introduced a first-of-its-kind collaboration with OpenTable that allows diners to nominate a designated driver (DD) while making a restaurant reservation. The initiative expands the company's There's No Such Thing As Fine to Drive campaign and is based on new research showing that 71% of Americans would be more likely to arrange a safe ride home if prompted during the booking process. By integrating the reminder into reservations, the partnership aims to encourage responsible planning while recognizing designated drivers—whom 58% of survey participants described as the "hero" of the evening.

"HEINEKEN has a longstanding global ambition to brew the joy of true togetherness, which means ensuring moments of connection are always enjoyed responsibly and removing barriers to moderation," said Anne de Graaf, Chief Corporate Affairs Officer at HEINEKEN USA.

"By celebrating the designated driver, we're reinforcing that choosing not to drink doesn't mean missing out on the experience. Heineken 0.0 delivers the social connection without alcohol, and this partnership with OpenTable highlights that responsible choices deserve recognition from the moment a reservation is made."

Reece Jones, General Manager of OpenTable Media, added that the company is committed to creating meaningful connections between diners and restaurants. He noted that partnering with HEINEKEN USA through OpenTable's media solutions provides a unique opportunity to encourage responsible alcohol consumption directly within the reservation journey.

Key Survey Findings
The research also revealed several insights into consumer attitudes toward responsible drinking:

Pilot Program Launches in Houston
The partnership will debut this summer as a pilot program in Houston, Texas, a city where driving is a primary mode of transportation. Local survey results highlighted the need for the initiative, with 34% of Houston respondents saying they realized they were more intoxicated than expected only after getting behind the wheel. Additionally, 36% admitted they had driven after drinking because they believed they were the "most sober" person in their group.

Participating Restaurants
The pilot will operate every weekend from July 31 through October 4 at ten participating Houston restaurants:

Rewards for Designated Drivers
Customers reserving a table through a dedicated OpenTable landing page can identify a designated driver during the booking process, making them eligible for special rewards.

Research found that 64% of respondents would be more willing to serve as the designated driver if restaurants covered the cost of non-alcoholic beverages. To encourage participation, HEINEKEN USA will provide complimentary Heineken 0.0 beverages for eligible designated drivers at participating Houston locations. The company is also partnering with SafeRides.org, a nonprofit organization that has provided more than 300,000 safe rides since 2003, to offer discounted rideshare vouchers for future outings.

Nationwide, 37% of survey participants said complimentary or discounted rideshare vouchers would make them less likely to drive after drinking. Through this collaboration, HEINEKEN USA aims to reward those who prioritize the safety of their friends and communities while making responsible choices more accessible.

Bacardi Limited, a family-owned company, is commemorating its 161st anniversary with a gift to the planet and its people. The world's largest privately held spirits company will plant one tree for every employee in order to support biodiversity, assist local communities, and capture a total of 2.5 million kg of CO2 over the course of the trees' lives.

This week, each employee will receive an anniversary edition bottle of BACARD® Carta Blanca, along with a QR code that will allow them to plant their own tree and track its progress and positive impact via an online platform.

The initiative is part of Bacardi's ongoing efforts to be the most responsible global spirits company in the world. Good Spirited, the company's extensive Environmental, Social, and Governance (ESG) program, takes bold action to restore communities, revitalize natural ecosystems, and revolutionize the way it does business.

“As a family-owned company, doing the right thing is in our DNA, and all of us at Bacardi share that passion for taking care of the environment,” said Bacardi Limited CEO Mahesh Madhavan.

“By creating our very own Bacardi forests, we can all take pride in having our own positive impact and being part of our company’s legacy for the next 161 years and beyond.”

The trees will be planted in India, Nepal, Indonesia, Ecuador, and Madagascar, and 11 different species will be carefully chosen to maximize the benefits to each location and community.

The tree planting locations represent locations where Bacardi sources botanicals and raw ingredients for its premium drinks portfolio, which includes BACARD rum, BOMBAY SAPPHIRE® gin, GREY GOOSE® vodka, PATRN® tequila, MARTINI® vermouth, and DEWAR'S® Blended Scotch whisky.

“We care deeply about the farmers who grow our beautiful ingredients and take great pride in the strong relationships we’ve spent decades building with these communities,” says Dave Ingram, Chief Supply Chain Officer, Bacardi Limited. “Planting these trees on their doorsteps is another way of giving back as we invest in their future and in protecting the environment for generations to come.”    

To commemorate the 161st anniversary, Bacardi will plant 161 coconut trees in Puerto Rico, home to the world's largest premium rum distillery, which produces BACARD rum. The trees will help regenerate and protect a beach near the BACARD rum distillery, which has been heavily damaged by hurricanes in recent years.

The initiative also pays homage to 'El Coco,' the company's legendary coconut palm. El Coco, which was planted in front of the first BACARD distillery in Cuba, came to symbolize the Bacardi company's strength and resilience after surviving a distillery fire, five earthquakes, and countless hurricanes.

In Bermuda, the company's global headquarters, 100 cedar saplings will be planted in one of the island's nature reserves. The cedar, a highly valued and symbolic tree in Bermuda, promotes biodiversity by providing an important nesting site for birds such as the native Bluebird.

Don Facundo Bacard Massó founded the company in Santiago de Cuba 161 years ago on February 4, 2023. Over seven generations, the Bacardi family has grown the company from a single rum brand to a portfolio of iconic global spirits brands.

Always drink responsibly.