HEINEKEN® HOLIDAY PROMOTION

Full Official Rules

NO PURCHASE OR TEXT MESSAGE NECESSARY TO ENTER OR WIN. PURCHASING A PRODUCT OR SENDING A TEXT WILL NOT IMPROVE YOUR CHANCES OF WINNING.

THE HEINEKEN® HOLIDAY PROMOTION (“PROMOTION”) IS OPEN ONLY TO LEGAL RESIDENTS OF THE FIFTY (50) UNITED STATES AND THE DISTRICT OF COLUMBIA (D.C.) WHO ARE TWENTY-ONE (21) YEARS OF AGE OR OLDER AS OF DATE OF ENTRY. PROMOTION IS GOVERNED EXCLUSIVELY BY THE LAWS OF THE UNITED STATES.

BY ENTERING, YOU AGREE TO THESE OFFICIAL RULES, WHICH ARE A BINDING CONTRACT, SO READ THEM CAREFULLY BEFORE ENTERING. WITHOUT LIMITATION, THIS CONTRACT INCLUDES CERTAIN RELEASES FROM YOU AND A LIMITATION OF YOUR RIGHTS AND REMEDIES, INCLUDING A WAIVER OF YOUR RIGHT TO A TRIAL BY JURY.

This Promotion consists of two (2) parts: (a) a random chance instant win program (“Instant Win Program”), and (b) a random chance grand prize sweepstakes drawing (“Grand Prize Sweepstakes”). Collectively, the Instant Win Program and the Grand Prize Sweepstakes Drawing are referred to as the “Promotion,” and the Instant Win Period and Grand Prize Sweepstakes Periods as the “Promotion Period.”

1. ELIGIBILITY:

The Promotion is open to all legal residents of the fifty (50) United States and the District of Columbia who are 21 years of age and older at time of entry except as set forth below.

Notwithstanding the foregoing, the following individuals and members of their families (parents, grandparents, children, siblings, spouses) and immediate household members (whether related or not) are not eligible for participation: employees, officers, and directors of HEINEKEN USA Inc. (“Sponsor”), Million Dollar Media (“Administrator”), and each of their parent, subsidiary, and affiliated companies, alcoholic beverage suppliers, wholesalers, distributors, and importers, alcoholic beverage retailers, and Sponsor’s advertising and promotional agencies. All federal, state, and local regulations apply.

2. START/END DATES:

The Instant Win portion of the Promotion begins at 12:01 a.m. Eastern Time (ET) on 10/1/2026 and ends at 11:59 p.m. ET on 12/31/2026, or when all Instant Win prizes have been awarded, whichever is earlier (“Instant Win Period”). The Grand Prize Sweepstakes begins at 12:01 a.m. ET on 10/1/2026 and ends at 11:59 p.m. ET on 12/31/2026 (“Sweepstakes Period”).

3. HOW TO ENTER:

There are two (2) ways to enter the Sweepstakes: (a) via SMS or (b) online.

(a) SMS Entry: Submit an SMS entry from your mobile device (“Mobile Device”) by texting “CHEERS” to 27287. Upon receiving a return text message, click on the link provided to connect to www.Heineken.com/us/en/promos/holiday then follow the online instant win entry instructions below. Carrier’s standard messaging and data rates apply. All SMS entries must be submitted by 11:59 p.m. ET on 12/31/2026.

(b) Online Instant Win Entry: To enter online (without sending a text message), scan the QR Code on applicable point-of-sale signage materials using your mobile device’s camera or directly visit www.Heineken.com/us/en/promos/holiday. Follow the on-screen entry instructions to participate in the Instant Win program and be entered in the Grand Prize Sweepstakes drawing (see below). Normal time rates, if any, charged by Internet service provider will apply. All Internet entries must be submitted by 11:59 p.m. ET on 12/31/2026.

· Grand Prize: All Instant Win entries will also be entered into the Grand Prize Sweepstakes drawing.

· Entrants may also enter the Grand Prize Sweepstakes drawing online via Social Media by finding a Heineken Holiday Promotion Post or Sponsored Ad on Social Media {i.e. Facebook, Instagram or Twitter} or Web Banner Ad, and following the entry instructions to comment or click where indicated to complete and submit your online internet entry. Entries submitted in this manner shall only be eligible for the Grand Prize Sweepstakes drawing and shall not be eligible to participate in the Instant Win portion of the program or be awarded an instant win prize.

Each entrant who received a direct invite from Heineken via email to register, may share their valid email address (that has been previously registered with Heineken) with any eligible individuals (i.e. friends or family) to invite them to enter, and to submit their valid ‘referral email address’ at the time of online entry in the ‘friend’s email’ box as provided on the website. Eligible entrants who share their valid registered referral email address, shall receive one (1) bonus entry in the grand prize drawing for each eligible invited individual who completes the online registration and submits their referral email when registering. Note: the entrant who shares their registered referral email address must be registered and submit their own online entry in order to receive any available bonus entries.

· Note: Sponsor shall be entitled to reject any entry upon the determination by Sponsor, in its sole discretion, that referrals were solicited via spam, mass emailing or messaging, or any similar means, or were solicited from individuals with whom the entrant does not have a personal entrant.

There is a limit of one (1) registration per person regardless of method of entry, except as noted above regarding bonus entries. Entrants to the Instant Win program shall receive one (1) entry into the Instant Win program and one (1) entry into the Grand Prize Sweepstakes drawing upon registration. Entrants who enter via a Heineken Holiday Promotion Post or Sponsored Ad on Social Media or Web Banner Ad will receive one (1) entry into the Grand Prize Sweepstakes only. Once registered, returning visitors can login with their registered email address to participate in the Instant Win promotion up to once per day.

By submitting an entry, entrants fully and unconditionally agree to be bound by these Official Rules and the decisions of Sponsor and its appointed agents, which will be final and binding in all matters relating to the Promotion. Any entry submitted on behalf of another individual or using another individual’s information, providing any incorrect, inaccurate, fake or false information during registration, or attempting to submit more than the allowable number of entries by using alternate names, emails, addresses, or other method shall result in all such entries being disqualified. Please note that there is a limit of one (1) prize per individual, household, street address, and/or email address during any six (6) month period across all HEINEKEN USA Inc. promotions, regardless of brand (Amstel, Carta Blanca, Dos Equis, Heineken, Indio, Murphy’s, Newcastle, Red Stripe, Strongbow, Tecate, and Tiger).

4. PRIZES:

All Promotion prize details are at Sponsor’s sole discretion. Prizes to be awarded “as is” and any and all warranties and/or guarantees (if any) shall be subject to the prize manufacturer’s terms; therefore, winners agree to look solely to such manufacturer(s) for any such warranty(s) and/or guarantee(s), if any. Any prize depiction is for illustrative purposes only and shall not be relied upon. No part of any prize includes any alcoholic beverages. Prizes are not transferable or redeemable for cash. No substitutions of prizes by winners are allowed, but Sponsor reserves the right to substitute a prize of equal or greater value at its sole discretion.

· NOTE: there is a maximum limit of one (1) instant win prize award per person, email address or household during the entire Promotion Period, except that instant prize winners shall still be eligible for the grand prize sweepstakes drawing.

· If eligible entries are less than the scheduled number of prizes available for any prize level or total number of prizes available for the entire Promotion, then the associated prize awards shall not be awarded.

· Sponsor reserves the right in its sole discretion to substitute any prize award with an alternate prize award of approximate equal or greater value, based upon availability.

(a) Instant Win Prize #1 (20,000): a maximum total of twenty thousand (20,000) instant win prize #1 will be available to be awarded. Each instant win prize #1 consists of: one (1) TouchTunes code redeemable for two (2) credits on the TouchTunes app. Prize redemption requires download of the Touchtunes application (for application download and details, visit https://touchtunes.onelink.me/a1aM/Heineken). ARV of each instant win prize #1: $1. Total ARV of all available instant win prize #1 awards: $20,000.

Instant win prize #1 winners will receive their TouchTunes code on-screen, and must print and/or save their code and follow the provided instructions for redemption on the TouchTunes app. Codes will not be resent or redistributed to any potential instant winner after initial display on-screen.

(b) Instant Win Prize #2 (100): one hundred (100) instant win prize #2 will be available to be awarded. Each instant win prize #2 consists of: one (1) $35 Victrola Gift Card. Gift card subject to the terms and conditions of the Victrola gift card policy. Sponsor reserves the right to substitute an alternate gift card in its sole discretion. ARV of each instant win prize #2: $35. Total ARV of all available instant win prize #2 awards: $3,500.

Instant win prize #2 winners must accept delivery of prize in the method as solely determined and designated by Sponsor. Prize shall be shipped (or emailed for e-gift card) to the designated winner residential address (or email address provided at initial registration for e-gift card) via USPS or other Sponsor designated shipping/mail carrier, or as otherwise designated by Sponsor. Allow approximately 8 – 12 weeks for delivery. Once shipped or emailed, prize shall be considered awarded and fulfilled, and Sponsor shall not be responsible for any lost, late, undelivered, misdirected, damaged or stolen delivery or any incorrect shipping address provided, or for any email not delivered or received for any reason. Winner is solely responsible for checking email junk/spam folder or filters. In the event of any delivery issues, prize award shall not be replaced, resent or substituted with any alternate prize award or compensation. Winner shall look only to designated shipper/carrier and/or email service provider and not to Sponsor for any delivery issues.

(c) Grand Prize (306): a maximum of three hundred and six (306) grand prizes will be awarded, a maximum of (6) per State as further outlined below. The grand prize consists of: one (1) Heineken x Victrola co-branded journey suitcase Record Player and carrying case. Exact model, color, design and options as solely determined and designated by Sponsor. Sponsor reserves the right to substitute alternate model or merchandise item of equal or greater value, based upon availability, at its sole discretion. ARV of each grand prize award: $75. Total ARV of all available grand prize awards: $22,950.

Grand Prize winners must accept delivery of prize in the method as solely determined and designated by Sponsor. Prize shall be shipped to the designated winner residential address via USPS or other Sponsor designated shipping/mail carrier, or as otherwise designated by Sponsor. Allow approximately 8 – 12 weeks for delivery. Once shipped, prize shall be considered awarded and fulfilled, and Sponsor shall not be responsible for any lost, late, undelivered, misdirected, damaged or stolen delivery or any incorrect shipping address provided. In the event of any delivery issues, prize award shall not be replaced or substituted with any alternate prize award or compensation. Winner shall look only to designated shipper/carrier and not to Sponsor for any delivery issues.

All federal, state, and local taxes, fees, and surcharges on any prize are the sole responsibility of winner of the prize.

5. ODDS OF WINNING:

(a) Instant Win

Odds of winning an Instant Win prize are dependent on the number of eligible Instant Win entries received divided by the number of prizes available.

(c) Sweepstakes

Odds of winning the grand prize in the Sweepstakes drawing are dependent on the total number of eligible entries received for each prize pool as outlined above and below.

6. WINNER SELECTION, NOTIFICATION, AND VERIFICATION:

There is a maximum of one (1) prize award per person or household, except that for this Promotion, any instant prize winner shall still be eligible for the grand prize drawing.

(a) Instant Win Prize

Limit one (1) Instant Win prize per person or household.

Participants in the online Instant Win game who receive an on-screen confirmation message will be determined as a potential Instant Win prize winner. Potential Instant Win prize winners will be selected at random. If you are a potential Instant Win prize winner, you will receive an on-screen message stating that you have won an Instant Win prize along with a unique TouchTunes code (for instant win prize #1) or a unique prize claim code (for instant win prize #2). (If you have not received the on-screen confirmation message, along with a unique prize code, then you are not an instant winner.)

Instant win prize #1 winners shall receive their TouchTunes code on-screen at the time of their online game play as outlined above.

Instant win prize #2 winners will be sent a prize claim form via email with instructions on how to claim the prize. Allow 2 – 4 weeks for processing and delivery of prize claim form for instant win prize #2.

Please note that you are not officially a winner until your eligibility has been verified and you have fully complied with these Official Rules. Limit one (1) Instant Win prize per person or household.

Potential Instant Win prize #2 winners will be required to sign and return, where legal, a Declaration of Eligibility and Liability/Publicity Release within three (3) days of receipt of prize claim form. No potential instant win prize #2 winner will be an official winner until any required paperwork has been returned and eligibility has been formally verified by Sponsor. If any potential instant win prize #2 winner fails to comply with these Official Rules and/or to submit required documentation within the designated time period, he/she will be automatically disqualified and the associated prize will not be awarded.

(b) Sweepstakes

The potential grand prize winners in the Grand Prize Sweepstakes portion of the Promotion will be selected in a random drawing to be held on or about 1/5/2027 from among all eligible entries received for each prize pool, to select six (6) potential grand prize winners per State, for each of the (50) U.S. and DC (for a total of 306 winners). Drawing will be conducted by Sponsor or its appointed agent, and all decisions are final.

Potential grand prize winners will be contacted by telephone and/or email. If any potential grand prize winner cannot be reached within forty-eight (48) hours of first notification attempt, if any prize or prize notification is returned as undeliverable, if the potential grand prize winner rejects his/her prize, or in the event of noncompliance with these Official Rules, such prize will be forfeited and an alternate winner will be selected from among all remaining eligible entries. Upon forfeiture of any prize, no compensation will be given.

Potential grand prize winners will be required to complete, sign and return, where legal, a Declaration of Eligibility and Liability/Publicity Release within three (3) days of receipt and notification that he/she is a potential winner. No potential winner will be an official winner until his/her Declaration of Eligibility and Liability/Publicity Release have been returned and eligibility has been formally verified by Sponsor. If the potential grand prize winner fails to comply with these Official Rules and/or to submit the required documentation within the designated time period, he/she will be automatically disqualified and the prize may be awarded to an alternate winner, time permitting.

7. LICENSE AND RELEASE:

Participation in the Promotion and acceptance of prize constitute winner’s and guest’s permission for Sponsor or its agents to photograph, film, and record each winner and guest and to use his/her name, address (city and state), likeness, photograph, voice, biographical information, and/or any statements made by each winner and guest regarding the Promotion or Sponsor for purposes of trade, publicity, or promotion without notice or additional compensation, except where prohibited by law. By participating and/or accepting a prize, entrants, winner, and guest acknowledge and agree to release and hold harmless Sponsor, Sponsor’s advertising and promotional agencies, and their respective parent companies, subsidiaries, affiliates, partners, representatives, agents, successors, assigns, employees, officers, and directors (“Released Parties”) from any and all liability for loss, harm, damage, injury, cost, or expense whatsoever, including, without limitation, property damage, personal injury, and/or death that may occur in connection with, preparation for, travel to, or participation in the Promotion, or participation in, possession, acceptance, and/or use or misuse of any prize or participation in any Promotion-related activity, including, but not limited to, any claims based on publicity rights, defamation or invasion of privacy, and merchandise delivery. Sponsor shall not be responsible for any cancellations, delays, diversions, substitutions, or omissions whatsoever by any other persons providing any services to winner, including any results thereof, such as changes in services or location necessitated by same. Sponsor is not responsible if any part of a Promotion prize cannot be awarded due to any Force Majeure, pandemics, acts of God, acts of war, natural disasters, weather, or acts of terrorism. Sponsor shall not be liable for any loss or damage to personal belongings. Entrants who do not comply with these Official Rules or who attempt to interfere with this Promotion in any way shall be disqualified. There is no purchase required to participate in the Promotion or to win any prize in the Promotion. A purchase does not increase odds of winning.

8. ADDITIONAL TERMS:

Sponsor reserves the right to alter, suspend, or terminate the Promotion at any time and with or without notice if, in Sponsor’s sole discretion, the integrity of the Promotion becomes or is likely to become compromised in any way. In the event the Promotion is terminated prematurely, all eligible entries received prior to the Promotion termination or suspension date will be included in the next prize drawing. No automated devices, bots, and/or other programs and/or software are permitted. All entries become the sole and exclusive property of Sponsor and will not be acknowledged or returned. Delivery of a prize will require a street address located within the (50) United States or the District of Columbia. Sponsor is not responsible for late, incomplete, invalid, unintelligible, misdirected, technically corrupted, or garbled entries, which will be disqualified, or for problems of any kind, whether mechanical, human, or electronic. Only fully completed entries are eligible. Proof of submission will not be deemed to be proof of receipt by Sponsor.

In case of a dispute as to the identity of any Internet entrant, an entry made by Internet will be deemed made by the authorized account holder of the email address submitted at the time of entry. The “authorized account holder” is deemed the natural person who is assigned to an email address by an Internet access provider, service provider, or other online organization that is responsible for assigning email addresses for the domain associated with the submitted email address. A potential winner may be requested to provide Sponsor with proof that the potential winner is the authorized account holder of the email address associated with the winning entry.

If for any reason the Promotion is not capable of running as planned, including due to infection by computer virus, bugs, tampering, unauthorized intervention, automated entries, fraud, technical failure, human error, or any other cause beyond the control of Sponsor that corrupts or affects the administration, security, fairness, integrity, or proper conduct of the Promotion, Sponsor reserves the right, in its sole discretion, to disqualify any individual who tampers with the entry process and to cancel, terminate, modify, or suspend the Promotion. Sponsor assumes no responsibility for any error, omission, interruption, telephone or other communications malfunctions, deletion, defect, delay in operation or transmission, communications line failure, or theft or destruction of, unauthorized access to, or alteration of entries. Sponsor is not responsible for any problems or technical malfunctions of any telephone networks or lines, computer online systems, servers, or providers, computer equipment, software, failure of any email or entry to be received by Sponsor on account of technical problems or traffic congestion on the Internet or at any website, any combination thereof, or otherwise, including any injury or damage to entrant’s or any other person’s computer related to, or resulting from, participation or downloading of any materials in the Promotion.

Sponsor and its agents are not responsible for printing, distribution, or production errors and may, in their sole discretion, rescind, cancel, suspend, modify, or revoke this Promotion based upon any such error without liability. If by reason of a printing, computer, or other error more prizes are awarded in a prize category than the number set forth in these Official Rules, all persons purportedly making valid claims will be included in a random drawing to award the advertised number of prizes available. In no case will more than the advertised number of prizes be awarded. Antifraud detection devices may be used for verification purposes. In the event there is a discrepancy or inconsistency between disclosures or other statements contained in any Promotion materials and the terms and conditions of the Official Rules, the Official Rules shall prevail, govern and control.

Sponsor’s failure to enforce any term of these Official Rules shall not constitute a waiver of that provision. Headings are solely for convenience and will not be deemed to affect in any manner the meaning or intent of the documents or any provision hereof.

Caution: Any attempt by an entrant to deliberately damage any website or undermine the legitimate operation of the Promotion may be a violation of criminal and civil laws, and should such an attempt be made, Sponsor reserves the right to seek damages from any such person to the fullest extent permitted by law.

IN NO EVENT WILL THE RELEASED PARTIES BE RESPONSIBLE OR LIABLE FOR ANY DAMAGES OR LOSSES OF ANY KIND, INCLUDING DIRECT, INDIRECT, INCIDENTAL, CONSEQUENTIAL, OR PUNITIVE DAMAGES ARISING OUT OF ENTRANT’S ACCESS TO, AND USE OF, THE WEBSITES AND/OR THIS PROMOTION, OR ENTRANT’S DOWNLOADING FROM AND/OR PRINTING MATERIAL DOWNLOADED FROM ANY WEBSITES ASSOCIATED WITH THE PROMOTION.

9. DISPUTES AND GOVERNING LAW:

The parties waive all rights to trial in any action or proceeding instituted in connection with these Official Rules, including, without limitation, the Promotion. Any controversy or claim arising out of, or relating to, these Official Rules and/or the Promotion shall be settled by binding arbitration in accordance with the commercial arbitration rules of the American Arbitration Association. Any such controversy or claim shall be arbitrated on an individual basis and shall not be consolidated in any arbitration with any claim or controversy of any other party. The arbitration shall be conducted in New York City, New York.

THESE OFFICIAL RULES AND THE INTERPRETATION OF ITS TERMS SHALL BE GOVERNED BY, AND CONSTRUED IN ACCORDANCE WITH, THE LAWS OF THE STATE OF NEW YORK WITHOUT REGARD TO ITS CONFLICTS OF LAWS AND RULES. For any matters that are not subject to arbitration as set forth in these Official Rules and/or in connection with the entering of any judgment on an arbitration award in connection with these Official Rules and/or the Promotion, the parties irrevocably submit and consent to the exclusive jurisdiction and venue of the state and federal courts located in or closest to New York City, New York. The parties agree not to raise the defense of forum non conveniens.

10. USE OF DATA:

Sponsor will be collecting personal data about entrants online, in accordance with its Privacy Policy. Please review Sponsor’s Privacy Policy at https://www.heinekenusa.com/privacy-policy. By participating in the Contest, entrant hereby agrees to Sponsor’s collection and usage of his/her personal information and acknowledges that he/she has read and accepted Sponsor’s Privacy Policy.

11. LIST OF WINNERS:

To obtain a list of grand prize winners, send a self-addressed, stamped envelope, with sufficient postage, to Winners List, Heineken Holiday Promotion, P.O. Box 248, Woodbridge, NJ 07095. All requests for a list of winners must be postmarked by 3/1/2027 and received by 3/15/2027.

12. SPONSOR: HEINEKEN USA Inc., White Plains, NY.