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.

Merck KGaA, Darmstadt, Germany, is pleased to announce the launch of a pilot program for the "Greener Cooler," a more sustainable alternative for cold chain shipments of its life science products. Because of its high insulation properties, expanded polystyrene (EPS), also known as styrofoam, is now the industry standard for cold chain shipment of life science products. However, because EPS is petroleum-based, it is difficult to recycle, posing a significant challenge to customers' and the environment's sustainability goals.

This pilot is currently underway at one of the company's US distribution centers, with plans to expand to other major US distribution centers in early 2023. Each year, these Greener Coolers will replace more than 60.1 metric tons of EPS shipped from these US distribution centers.

“Our customers’ rising awareness along with regulatory pressure to fulfill new standards in sustainability call for greener solutions. Our Greener Cooler takes a holistic approach in significantly reducing non-recyclable waste and their related CO2 emissions for our customers,” explains Dustin Andre, Product and Packaging Sustainability Specialist at Merck KGaA, Darmstadt, Germany.

The Greener Cooler is constructed from paper and starch. This material can be recycled directly in paper and corrugated cardboard recycling bins, eliminating the need for a specialized recycling process. Each cooler comes with a simple three-step guide printed directly on the inside flaps to show customers how to properly dispose of them.

Greener Coolers are suitable for shipping a variety of refrigerated products. Packaging experts are currently validating a Greener Cooler solution for dry ice shipments and expanding the number of Greener Cooler sizes available to further reduce the use of EPS for larger cooler sizes. Following the expansion in the United States, the company intends to expand Greener Cooler shipments to European distribution centers.

If you are interested in knowing more about Greener Coolers, click here.