HEINEKEN ULTIMATE AMSTERDAM EXPERIENCE PROMOTION

Full Official Rules

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

THE HEINEKEN ULTIMATE AMSTERDAM EXPERIENCE PROMOTION (“PROMOTION”) IS OPEN ONLY TO LEGAL RESIDENTS OF THE FIFTY (50) UNITED STATES AND THE DISTRICT OF COLUMBIA 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 skill based trivia challenge contest (“Trivia Challenge Contest”) for the chance to win a first prize and (b) a random chance grand prize sweepstakes (“Grand Prize Sweepstakes”). Collectively, the Trivia Challenge Contest, and the Grand Prize Sweepstakes are referred to as the “Promotion,” and the Trivia Challenge Contest, and the 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”), and its 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.

Note: In order to win and claim the grand prize, entrants must have a valid passport with at least seven (7) months from the end of their scheduled travel return date before passport expires. Grand prize winners’ guest must also have a valid passport with at least seven (7) months from the scheduled travel return date before passport expires. In the event a passport and/or visa is required and winner and/or winner’s guest does not have a valid passport, winner and/or guest has ninety (90) days from date they are notified that they are a winner or guest to obtain a valid passport and/or visa, or winner will be disqualified and prize may be awarded to an alternate winner.

2. START/END DATES:

The Trivia Challenge Contest begins at 12:01 a.m. Eastern Time (ET) on 1/1/2022 and ends at 11:59 p.m. ET on 12/31/2022 or when all First prizes have been awarded, whichever is earlier (“Instant Win Period”). First prize awards shall only be available in the Trivia Challenge Contest to the first (100) eligible participants beginning at 12:00 a.m. on the 1^st of each month who correctly answer four (4) trivia challenge questions. The Grand Prize Sweepstakes begins at 12:01 a.m. ET on 1/1/2022 and ends at 11:59 p.m. ET on 12/31/2022 (“Sweepstakes Period”).

3. HOW TO ENTER – Internet Entry: To submit an Internet entry, scan the QR code on applicable point of sale signage or directly visit www.Heineken.com/us/en/promos/UltimateAmsterdamExperience and follow the on-screen entry instructions to enter and participate in the Trivia Challenge Contest and be registered for the Grand Prize Sweepstakes. 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 12/31/2022.

· NOTE: In order to be eligible for a first prize award (see below), and eligible entrant must be one of the first (100) participates starting at 12:00 a.m. on the 1^st of each month who correctly answer all four (4) trivia questions during their participation. First prize awards are available while supplies last, starting at 12:00 a.m. et on the 1^st of each month during the Promotion Period.

· Every entrant who registers and participates in the Trivial Challenge Contest shall be automatically registered for the Grand Prize Sweepstakes drawing, regardless of whether they correctly answer any of the trivia challenge questions.

There is a limit of one (1) entry per person regardless of method of entry. Once registered, returning visitors can login with their registered email address to participate in the Trivia Challenge portion of the 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 (Heineken, Amstel, Dos Equis, Murphy’s, Newcastle, Red Stripe, Strongbow, Tecate, and Tiger).

4. PRIZES:

All prize details are at Sponsor’s sole discretion. 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 of one (1) first prize award per person or household during the entire Promotion Period. First prize winners shall still be eligible for the grand prize sweepstakes drawing. If eligible entries are less than the scheduled number of prizes available, then associated prize awards shall not be awarded.

First Prize Awards (1,200): One thousand two hundred (1,200) first prizes shall be available to be awarded, one to each of the first (100) eligible entrants starting at 12:00 a.m. ET on the 1^st of each month who correctly answer four (4) trivia challenge questions. The first (100) eligible entrants to correctly answer four (4) trivia challenge questions shall occur beginning at 12:00a.m. ET on 1/1/2022, 2/1/2022, 3/1/2022, 4/1/2022, 5/1/2022, 6/1/2022, 7/1/2022, 8/1/2022, 9/1/2022, 10/1/2022, 11/1/2022 and 12/1/2022. After the first (100) eligible entrants each month have correctly answered four (4) trivia questions, there shall be no further first prize awards available until the beginning of the following month, if applicable.

Each first prize consists of: $7 awarded to the eligible entrant via PayPal to the entrant’s email address provided at the time of initial registration. In order to claim a first prize award, eligible entrants must have or create a PayPal account.

· Existing PayPal Account: If entrant has a current PayPal account associated with the email address used to register, the funds will automatically been deposited into the associated account, provided it is linked to the email address provided at time of registration.

· New PayPal Account: If entrant does not have a current PayPal account, entrant will receive an email notification directly from PayPal, and must follow the provided instructions in the email to create a PayPal account using the same email address provided at time of registration.

NOTE: There is a limit one (1) first prize award per person, email address or household during entire registration period. Approximate retail value (ARV) of each first prize: $7. Total ARV of all available first prize awards: $8,400.

Grand Prize Awards (1): One (1) grand prize will be awarded. The grand prize consists of: a trip for two (2) people (winner and one guest, age 21 or older) to Amsterdam, Netherlands including round trip coach airfare for two (2) people from the Sponsor designated airport servicing winner’s residential home area to the Sponsor designated airport servicing Amsterdam, Netherlands; hotel accommodations for two (2) people—one room, double occupancy—for three (3) nights at the Sponsor designated hotel in the Amsterdam, Netherlands metro area; an opportunity to participate in a non-exclusive, non-private tour of the Heineken Experience in Amsterdam during travel dates based upon availability; and one (1) $500 gift card from the sponsor designated gift card provider. Gift card subject to the issuing gift card provider policy terms and conditions.

Total ARV of grand prize award: $4,000. Exact transportation and accommodation details, dates, times, and terms to be determined at the sole discretion of Sponsor. Travel, accommodations and Heineken Experience tour are subject to availability. Travel may not be taken over holidays. Blackout dates and other restrictions may apply. All travel must be completed by date determined by Sponsor (no later than 12/1/2023), at its sole discretion, or prize will be forfeited.

Once travel is booked, any penalties incurred as a result of changes to flights or accommodations for any reason are the sole responsibility of winner. In the event the winner chooses to cancel their trip, or winner or guest chooses not to travel for any reason, Sponsor shall not award any alternate prize award or compensation and shall have no liability for any related cancellation fees or additional costs incurred for re-booking the itinerary at a later date. Travel is subject to the terms and conditions set forth in these Official Rules and those set forth by Sponsor’s airline carrier of choice as detailed in the passenger ticket contract. Hotel accommodations are subject to the terms and conditions set forth in these Official Rules and those set forth by Sponsor’s hotel of choice.

All travel arrangements are subject to availability, and any applicable restrictions, regulations, and policies of the travel providers (including airline and hotel) including COVID-19 vaccination and/or testing policy, and policies of departure and destination locations (including national, state, or local entry, vaccination, testing, or quarantine policies, or prohibitions on entry). Sponsor is not responsible should any part of prize award not be usable in part or in whole due to the foregoing. Prize must be taken in accordance with government guidelines and COVID-19 rules and restrictions in both the departure and arrival location. Any required arrangements and additional costs for any COVID-19 testing, vaccination or quarantine accommodations that may be required is sole responsibility of the winner and guests.

Winner and guests must abide by all travel provider policies and direction, including security and safety requirements. Sponsor reserves the right to revoke full or partial prize from winner or winner’s guest who it and/or travel provider personnel deem may, in their sole discretion, be intoxicated, be a safety risk, is disruptive or abusive, have violated any policy or law, and/or may bring Sponsor into disrepute.

All expenses and travel costs incurred as a result of seeking or winning a prize are the sole responsibility of winner. Any expenses or costs not expressly stated in the description of the prize above, including, but not limited to, ground transportation, parking fees, meals, incidentals, gratuities, passenger tariffs or duties, surcharges, airport fees, service or facility charges, airline seat assignment or baggage check fees, personal charges at lodging, security fees, taxes, or other expenses, are the sole responsibility of winner. Winner’s guest must be twenty-one (21) years of age or older as of the date of departure and must travel on the same itinerary and at the same time as winner. Travel must be round-trip. Winner and guest are solely responsible for obtaining any required travel documents, including where applicable a valid passport, visas, vaccinations, COVID-19 or other testing requirements and travel insurance. Winner and guest must each execute an Affidavit of Eligibility and Publicity Release form provided by Sponsor or its appointed agent prior to issuance of tickets. Travel restrictions, conditions, and limitations may apply. Sponsor will not replace any lost, mutilated, or stolen tickets, travel vouchers, or certificates. Sponsor is not responsible for any penalty charges incurred as a result of changes to tickets or any portion of the prize award that have been issued. Any such penalties incurred are the sole responsibility of winner. In the event that the winner and/or winner’s guest does not have a valid passport, winner and/or guest has thirty (30) days from date they are notified that they are a winner or guest to obtain a valid passport and/or visa, or winner will be disqualified and prize may be awarded to an alternate winner.

Sponsor will not be responsible for any travel arrangements that are delayed, rescheduled, postponed or cancelled due to pandemic, any government restrictions, pandemic regulations or requirements, travel provider restrictions or policies, weather, Acts of God, force majeure, acts of terrorism, civil disturbances, work stoppage or any other reason or event that may cause the delay, rescheduling, postponement or cancellation of any travel arrangements. No refund or compensation will be made in the event of the cancellation, delay, rescheduling or postponement of any travel arrangements.

All expenses and travel costs incurred as a result of seeking, winning, and/or making use of a prize are the sole responsibility of winner. Any expense or cost not expressly stated in the description of the prizes set forth above is solely the responsibility of winner.

All federal, state, and local taxes, fees, and surcharges on any prize are the sole responsibility of winner of the prize. Winners of prizes with a value of $600 or more will be issued an IRS Form 1099-MISC early in the year following the year in which prize was awarded for filing with his/her federal and state tax returns. Sponsor complies with all tax reporting requirements. The amount of any tax liability will vary depending on winner’s tax bracket.

5. ODDS OF WINNING:

Odds of winning a first prize are dependent on the number of eligible entries received and participation at the start of each month, and the skill of each entrant in correctly answering the four (4) trivia challenge questions during their participation. Odds of winning the grand prize are dependent on the total number of eligible entries received.

6. WINNER SELECTION, NOTIFICATION, AND VERIFICATION:

Potential first prize winners shall be determined starting at 12:00 a.m. ET on the 1^st of each month during the Promotion Period (1/1/2022, 2/1/2022, 3/1/2022, 4/1/2022, 5/1/2022, 6/1/2022, 7/1/2022, 8/1/2022, 9/1/2022, 10/1/2022, 11/1/2022 and 12/1/2022), based upon the first (100) eligible entrants each month who correctly answer four (4) trivia questions. Potential grand prize winner will be selected in a random drawing to be held on or about 1/5/2023 from among all eligible entries received. Drawing will be conducted by Sponsor or its appointed agent, and all decisions are final.

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

7. LICENSE AND RELEASE:

By participating and/or accepting a prize, entrants and winners 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 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 residential street address located within the (50) U.S. or D.C. 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 SMS entrant, an entry will be declared as made by the authorized account holder of the Mobile Device used for entry. 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 e-mail 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 & Cookie Policy. Please review Sponsor’s Privacy & Cookie Policy at https://heinekenusa.com/privacy-policy/. By participating in the Promotion, 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 & Cookie Policy.

11. LIST OF WINNERS:

To obtain name of grand prize winner, send a self-addressed, stamped envelope to: Heineken Ultimate Amsterdam Experience Promotion, P.O. Box 248, Woodbridge, NJ 07095. All requests for name of grand prize winner must be postmarked by 1/31/2023 and received by 2/15/2023.

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

13. ADMINISTRATOR: Million Dollar Media, Woodbridge, NJ.