Heineken "Plug Into Summer" Promotion

Official Rules

NO PURCHASE NECESSARY TO ENTER OR WIN. A PURCHASE DOES NOT IMPROVE YOUR CHANCES OF WINNING.

CALIFORNIA RESIDENTS ARE ONLY ELIGIBLE FOR THE INSTANT WIN. CALIFORNIA RESIDENTS ARE NOT ELIGIBLE FOR THE PRIMARY OR SECONDARY SWEEPSTAKES.

TENNESSEE RESIDENTS CAN ENTER AND PARTICIPATE BY ALL METHODS OF ENTRY: MAIL, SMS, OR WEB (ONLINE).

PROMOTION IS OPEN ONLY TO LEGAL RESIDENTS OF THE 50 UNITED STATES AND THE DISTRICT OF COLUMBIA (EXCEPT CALIFORNIA WHOSE RESIDENTS ARE ELIGIBLE ONLY FOR THE INSTANT WIN) WHO ARE AGED 21 OR OLDER AS OF DATE OF ENTRY. THIS PROMOTION IS GOVERNED EXCLUSIVELY BY THE LAWS OF THE UNITED STATES. PROMOTION VOID OUTSIDE OF THE UNITED STATES AND WHERE PROHIBITED BY LAW.

1. Introduction. The Promotion consists of a primary sweepstakes ("Primary Sweepstakes"), a random chance instant win program ("Instant Win"), and a secondary sweepstakes ("Secondary Sweepstakes") (collectively, the "Promotion"). The Primary Sweepstakes starts at 12:01AM Eastern Standard Time ("EST") on May 1, 2010 and ends at 11:59PM EST on July 15, 2010 ("Primary Sweepstakes Period"); the Instant Win starts at 12:01AM EST on May 1, 2010 and ends at 11:59PM EST on September 30, 2010, or when all Instant Win prizes have been awarded, whichever is earlier ("Instant Win Period"), and the Secondary Sweepstakes starts at 12:01 AM EST on May 1, 2010 and ends at 11:59PM EST on September 30, 2010 (and shall extend to October 31, 2010 for certain eligible entrants as set forth in Rule 4) ("Secondary Sweepstakes Period").

2. How to enter the Primary Sweepstakes. All eligible entrants to the Instant Win whose Codes (as defined in Rule 3 below) are credited during the Primary Sweepstakes Period are automatically entered into the Primary Sweepstakes. Each such Code credited will allow entrant one (1) entry into the Primary Sweepstakes. NOTE: Codes of those Instant Win entrants which are credited after 11:59 PM EST on July 15, 2010 and all California Instant Win entrants will not be eligible for the Primary Sweepstakes. Actual redemption of credit is not required for Primary Sweepstakes eligibility. Please see Rule 3 for instructions regarding obtaining a Code as well as the credit and redemption processes. Please be aware that requests for caps via mail-in method as set forth below in Rule 3 shall take approximately twenty-one (21) days to fulfill after receipt of request by Sponsor representative. Remember to request a cap via mail-in on an appropriate time schedule to be eligible for the Primary Sweepstakes, for with Codes need to be credited by 11:59 PM EST on July 15, 2010.

3. Instant Win
(a) How to Obtain an Instant Win Code. There are two ways to obtain an unique Instant Win entry code ("Code"), during the Instant Win Period: (i) Heineken Product: Look under the cap of 12 oz. bottles of Heineken and Heineken Light in specially marked packages and specially marked Heineken Light single serve 12 oz. bottles to potentially reveal a Code. Bottle caps containing codes are available at participating off-premise retailers (e.g., grocery stores, liquor stores, etc.) and on-premise retailers (e.g., restaurants, bars, etc.). (ii) Mail-In: To obtain a cap from a specially marked package of 12 oz Heineken or Heineken Light bottles or a specially marked 12 oz. Heineken Light single serve bottle for free (enter without purchase) hand-write your name, age, address and telephone number on a 3x5 card and mail to CMS Rebate Center, Attn: Heineken Summer, HUSA8258GP, PO BOX 426010, Del Rio TX, 78842-6010. Mail-in entries must be postmarked by September 30, 2010 and received by October 7, 2010 to be eligible for an Instant Win prize. Those Instant Win entrants who receive Codes distributed via eligible Mail-In entry request received by Sponsor after September 30, 2010 but before October 7, 2010 shall be granted a thirty-one (31) day grace period following the end of the Instant Win Period to account for processing, including delivery via U.S. mail (approximately 21 days) and all such Codes must be credited for an Instant Win prize by 11:59 PM EST on October 31, 2010 (the "Mail-In Grace Period"). All other Codes must be credited by 11:59 PM EST on September 30, 2010 for an Instant Win prize. All properly credited Codes, regardless of entry method, are redeemable for Instant Win prize fulfillment until December 31, 2010. Limit one (1) cap request per outer envelope per day. Only 12 oz. bottles of Heineken or Heineken Light within a specially marked package or specially marked 12 oz. singe serve bottles of Heineken Light may have a Code and not all specially marked packages or single serves will have a cap that reveals a Code. Codes will only be available on caps eligible for an Instant Win prize.

(b) How to obtain credit for a Code and redeem for an Instant Win prize: There are two ways to credit and redeem an Instant Win prize. Once you have revealed a Code under a bottle cap from a specially marked package or a single-serve during the Instant Win Period, you may (1) SMS: Submit an SMS Entry from your wireless phone and text your Code to "GREEN [49737]. Upon receiving a verification message, enter your 8-digit date of birth and state code for your state of residence [ex. 11/15/1981- NY]. Entrants who may be eligible shall receive a message back directing them to the www.heineken.com website (the "Heineken Site"). Then, follow the steps below in Rule 3(b)(2). Standard mobile carrier's messaging rates apply. Other charges may also apply; or (2) Online: Visit www.heineken.com and follow the online instructions to click the area marked "Already a winner? Get Your Download," and you will be directed to a third party site administered by Universal Music Group ("UMG Site") (all UMG Site terms and conditions apply). At the UMG Site, click the designated area on the upper left corner, "Welcome. Click HERE to redeem your credits," and enter your Code, email address, state of residence, and designate and confirm a UMG Site password. If your Code is valid, you will receive an on screen notification that one (1) credit has been placed into your UMG Site account. Once your Code is credited you will also become eligible for the Primary Sweepstakes and Secondary Sweepstakes, provided such Code is credited during the applicable Primary Sweepstakes Period or Secondary Sweepstakes Period. California residents are not eligible for either the Primary Sweepstakes or the Secondary Sweepstakes, and will not be entered after crediting any Code. New Jersey and Texas residents who receive Codes will be entered to win an Instant Win prize, but will not be granted a right to claim or receive a credit for an Instant Wine prize. Not all New Jersey and Texas residents who receive a Code will win an Instant Win prize. In order to redeem any credit for an Instant Win prize, use the UMG Site tools to search for and preview music and then click "download." Returning entrants may log into the UMG Site using their email address and designated password to obtain credit for additional Codes and redemption thereof.

(c) Code verification: All Codes are subject to verification at the sole discretion of Sponsor and its partner affiliate(s). Anti-fraud detection devices may be used for verification purposes. Sponsor reserves the right to require submission of any cap from which a Code has been entered. Replacements shall be issued at Sponsor's sole discretion. Except as expressly stated above, Sponsor shall have no liability or obligation with respect to any void Code. In no event will Sponsor be obligated to award more prizes than the number of prizes stated in these Official Rules. If for any reason, whatsoever Sponsor determines in its sole discretion that the promotion is no longer capable of running as intended by these Official Rules, Sponsor may at its sole discretion cancel, suspend or modify the promotion in whole or in part.

4. How to enter the Secondary Sweepstakes: All eligible entrants to the Instant Win whose Codes (as defined in Rule 3 above) are credited during the Secondary Sweepstakes Period (except those eligible for the Mail-In Grace Period, who shall have until October 31, 2010) are automatically entered into the Secondary Sweepstakes. Each such Code credited will allow entrant one (1) entry into the Secondary Sweepstakes. NOTE: Entrants who credit Codes after 11:59 PM EST on September 30, 2010 (or for those eligible for the Mail-In Grace Period, after 11:59 pm on October 31, 2010) and all California Instant Win entrants will not be eligible for the Secondary Sweepstakes. Actual redemption of credit is not required for Secondary Sweepstakes eligibility. Please see Rule 3 for instructions regarding obtaining a Code as well as the credit and redemption processes.

5. Eligibility. Participation in the Promotion is open only to legal residents of the fifty United States or the District of Columbia, who are 21 or older as of date of entry. California residents are not eligible for the Primary Sweepstakes or Secondary Sweepstakes portion of the Promotion, but are eligible for the Instant Win. Void outside of the 50 United States and the District of Columbia, and where prohibited or restricted by law. Employees, officers & directors of Sponsor and its parent companies, subsidiaries, affiliates, alcoholic beverage wholesalers and distributors, retailers, partners, dealers, advertising and promotion agencies as well as the immediate families (parents, children, siblings, spouse) or members of the same household (whether related or not) of such employees/officers/directors are not eligible to enter. Promotion may only be entered in or from the United States and the District of Columbia, and entries originating from any other jurisdiction are not eligible for entry. You are not authorized to participate in the Promotion if you are not located within the United States or the District of Columbia. All federal, state and local laws and regulations apply.

By submitting an entry to the Promotion (the Primary Sweepstakes, the Secondary Sweepstakes, the Instant Win, or all), entrants fully and unconditionally agree to be bound by these Official Rules and the decisions of the Sponsor, which will be final and binding in all matters relating to the Promotion.

No automated entry devices, bots and/or other programs and/or software are permitted for entry. All entries become the sole and exclusive property of Heineken USA ("Sponsor") and will not be returned. Delivery of prize requires a street address (no P.O. Boxes) located within the 50 United States or the District of Columbia. Sponsor is not responsible for lost, late, illegible, 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.

6. Random Drawing/Odds. Prize winning Codes shall be distributed at random on caps of 12 oz. bottles of Heineken and Heineken Light contained in specialty packaging and Heineken Light single-serve 12 oz. bottles. Such caps are available via purchase or via free mail-in entry as set forth herein. Odds of receiving an Instant Prize winning Code are approximately 1 in 9. Primary Sweepstakes winners will be selected in a random drawing on or about July 23, 2010 from all eligible entries received during the Primary Sweepstakes Period. Each subject to verification, the first four Primary Sweepstakes entrants chosen will be deemed the Grand Prize Winners, the next two hundred and fifty Primary Sweepstakes entrants will be deemed First Runner Up Winners and the next one hundred and twenty five Primary Sweepstakes entrants selected will be deemed the Second Runner Up Winners Secondary Sweepstakes winners will be selected on approximately November 10, 2010 from all eligible entries received during the Secondary Sweepstakes Period, and as applicable, the Mail-In Grace Period. Each subject to verification, the first two hundred and fifty Secondary Sweepstakes entrants selected will be deemed First Place Winners and the next one hundred and twenty five Secondary Sweepstakes entrants selected will be deemed the Second Place Winners. Odds of winning the Primary Sweepstakes and/or the Secondary Sweepstakes depend on the number of eligible entries received for the applicable Sweepstakes' drawing.

7. Prize Details.
(a) Primary Sweepstakes Prizes: (i) Four (4) Grand Prizes. Each Primary Sweepstakes Grand Prize winner will win attendance to a live music event/grand finale concert at the conclusion of summer 2010 for entrant and (1) guest (21 or over only). One (1) Primary Sweepstakes winner will be selected from each of four (4) geographical regions: Northeast, Southeast, Central, West. Northeast region entries will be comprised of entries received from the following states: CT, MA, ME, NH, NJ, NY, PA, RI, VT. Southeast region entries will be comprised of entries received from the following states: AL, DE, FL, GA, MD, NC, SC, VA, WV. Central region entries will be comprised of entries received from the following states: AR, IA, IL, IN, KS, KY, LA, MI, MN, MO, MS, ND, NE, OH, OK, SD, TN, TX, WI. Western region entries will be comprised of entries received from the following states: AK, AZ, CO, HI, ID, MT, NM, NV, OR, UT, WA, WY. The Primary Sweepstakes Prize will include roundtrip coach airfare for winner and one (1) guest from the gateway airport nearest winner's residence to a major city (to be determined by Sponsor), three nights standard hotel accommodations (two rooms, each double occupancy) in the selected city, as determined by Sponsor. Ground transportation between airport and hotel, and between hotel and event will be provided by Sponsor. Each Primary Sweepstakes Prize's approximate retail value ("ARV") is $ 2500 (USD). Total ARV for Primary Sweepstakes Prizes: $10,000. Actual value may vary based on airfare fluctuations and distance between departure and destination. Winner will not receive difference between actual and approximate retail value. Primary Sweepstakes prize will not include beer or any other alcoholic beverage. Each Primary Sweepstakes prize shall take place on or around August 27, 2010, but in no case later than October 30, 2010. A Sponsor or its representative will coordinate with each Primary Sweepstakes prize winner with respect to all details regarding Primary Sweepstakes prize. Sponsor reserves the right to photograph, record and videotape and interview Primary Sweepstakes prize winners, and use said materials for advertising and promotion purposes in any and all media now known or hereafter created throughout the world in perpetuity. Each Primary Sweepstakes prize winner must comply with these Official Rules; failure to do so may result in forfeiture of Primary Sweepstakes prize. All Primary Sweepstakes prize details are to be designated by Sponsor. If, for any reason, outside of the control of the Sponsor, including due to state or local regulations which do not allow the planned concert to take place, no compensation or substitution will be provided and Sponsor will have no further obligation to winner. Taxes, meals, gratuities, travel upgrades, or any other expenses not specifically listed herein responsibility of winner. Travel and accommodations subject to availability; certain restrictions and blackout dates may apply. Winner and guest must travel on the same itinerary and guest may be required to also sign a publicity and liability release in advance of ticketing. Guest must be 21 or older. Sponsor is not liable for delays, cancellation or unforeseen events related to the flights. Winner and guest will be solely responsible for obtaining valid identification relating to acceptance and use of the Primary Sweepstakes prize. Sponsor will not replace any lost, mutilated, or stolen tickets, travel vouchers or certificates. (ii) Two hundred and Fifty (250) First Runner Up Prizes. Each First Runner Up Prize Winner will receive one (1) limited edition item of merchandise (Fender guitar). ARV = $500 per each First Prize. Total First Runner Up Prize ARV = $125,000. (iii) One hundred and twenty five (125) Second Runner Up Prizes. Each Second Runner Up Prize Winner will receive one (1) limited edition item of merchandise (a t-shirt) ARV = $20 per each Second Prize. Total Second Runner Up Prize ARV = $2,500.

(b) Secondary Sweepstakes Prizes: Two hundred and Fifty (250) First Prizes. Each First Prize Winner will receive one (1) limited edition item of merchandise (e.g. Fender guitar). ARV = $500 per each First Prize. Total First Prize ARV = $125,000. One hundred and twenty five (125) Second Prizes. Each Second Prize Winner will receive one (1) limited edition item of merchandise (e.g. a t-shirt) ARV = $20 per each Second Prize. Total Second Prize ARV = $2,500.

(c) Instant Win Prizes: Approximately 53,000,000 (Fifty-three Million) Instant Win Prizes are available to be credited and redeemed throughout the Instant Win Period, and as applicable, the Mail-In Grace Period, as set forth herein. Each eligible recipient of a Code may receive credit for such Code at the UMG Site redeemable for one (1) free music download. For the credit and redemption process instructions, please see Rule 3. Downloading activity is additionally subject to the terms and conditions posted on the UMG Site. The ARV of each Instant Game prize is: $0.55. Total Instant Win ARV: $29,150,000

(d) Prize Conditions: No part of any prize includes beer or alcoholic beverages. Prizes are awarded "as is" with no warranty or guarantee, either expressed or implied by Sponsor. Prizes are not transferable. No substitutions of prize allowed by winner(s), but Sponsor reserves the right to substitute a prize of equal or greater value. Prizes are not redeemable by winner for cash value. All taxes, fees and surcharges on prizes are the sole responsibility of winner. Total ARV of all prizes: approximately $29,405,000.

8. Notification. Potential Instant Win prize winners will be notified immediately upon revealing a Code under the cap of 12 oz. bottles of Heineken or Heineken Light within a specially marked package or specially marked 7 oz. single serve bottles of Heineken and Heineken Light during the Instant Win Period. Potential Primary Sweepstakes and Secondary Sweepstakes winners will be notified by priority mail or by phone by a CMS Fulfillment center representative (from the Inmar Sweepstakes Center) and will be required to sign and return, where legal, an Affidavit of Eligibility and Liability and Publicity Release within fourteen (14) days of prize notification. Prizing for each Primary Sweepstakes and Secondary Sweepstakes winner is contingent on his/her eligibility, liability and publicity release being returned under the timelines specified herein, and his/her eligibility being formally verified by Sponsor. If any such winner fails to comply with the Official Rules and/or to submit required documentation within the designated period, he/she will be disqualified and the prize will be awarded to an alternate winner. If any such winner cannot be contacted within five (5) calendar days of first notification attempt, if any prize or prize notification is returned as undeliverable, if any winner rejects his/her prize or in the event of noncompliance with these Official Rules, such prize will be forfeited and an alternate winner may be selected from all remaining eligible entries. Upon prize forfeiture, no compensation will be given. Limit one (1) Primary Sweepstakes prize or one (1) Secondary Sweepstakes prize per household. One (1) Instant Win prize per person per purchase or per mail-in Code request.

9. Conditions. By entering the Promotion (including without limitation, by seeking credit for any Code or redemption thereof), each entrant fully and unconditionally agrees to be bound by these Official Rules and the decisions of the Sponsor, which will be final and binding in all matters relating to the Promotion. All federal, state and local taxes are the sole responsibility of the winner. Prizes will only be delivered to addresses within the 50 United States and the District of Columbia (no P.O. Boxes, and excluding California for Primary or Secondary Sweepstakes prizes and where else prohibited by law). Participation in Promotion and acceptance of prize constitutes winner's (and guest's, as applicable) permission for Sponsor to use his/her name, address (city and state), likeness, photograph, picture, portrait, voice, biographical information and/or any statements made by him/her regarding the Promotion or Sponsor for advertising and promotional purposes without notice or additional compensation, except where prohibited by law. By participating, entrants, winners and guests agree to release and hold harmless Sponsor, its advertising and promotion agencies and their respective parent companies, subsidiaries, affiliates, partners, representatives, agents, successors, assigns, employees, officers and directors, from any and all liability, for loss, harm, damage, injury, cost or expense whatsoever including without limitation, property damage, personal injury and/or death which may occur in connection with, preparation for, travel to, or participation in Promotion, or possession, acceptance and/or use or misuse of prize or participation in any Promotion-related activity, including but not limited to, the Primary Sweepstakes prize concerts and travel to/from, and for any claims based on publicity rights, defamation or invasion of privacy and merchandise delivery. Sponsor shall not be responsible for any cancellations, delays, diversions or substitutions or any act or omissions whatsoever by any talent, caterer, transportation companies or any other persons providing any of these services and accommodations to winner and guests including any results thereof such as changes in services or location necessitated by same. Sponsor is not responsible if any part of the Promotion cannot take place or if any 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 baggage. Entrants who do not comply with these Official Rules, or attempt to interfere with this Promotion in any way shall be disqualified. There is no purchase or sales presentation required to participate. A purchase does not increase odds of winning.

10. Additional Terms. In case of dispute as to the identity of any on-line entrant, entry will be declared made by the authorized account holder of the email address submitted at time of entry. "Authorized Account Holder" is defined as the natural person who is assigned an email address by an Internet access provider, online service provider, or other organization (e.g., business, educational, institution, etc.) responsible for assigning email addresses or the domain associated with the submitted email address. Any potential winner may be requested to provide Sponsor with proof that such winner is the authorized account holder of the email address associated with the winning entry. No automatic, programmed; robotic or similar means of entry are permitted. Sponsor, its affiliates, partners and promotion and advertising agencies are not responsible for technical, hardware, software, telephone or other communications malfunctions, errors or failures of any kind, lost or unavailable network connections, web site, Internet, or ISP availability, unauthorized human intervention, traffic congestion, incomplete or inaccurate capture of entry information (regardless of cause) or failed, incomplete, garbled, jumbled or delayed computer transmissions which may limit one's ability to enter the Promotion, including any injury or damage to participant's or any other person's computer relating to or resulting from participating in this Promotion or downloading any materials, including songs, in this Promotion.

Sponsor reserves the right, in its sole discretion, to cancel, terminate, modify, extend or suspend this Promotion should (in its sole discretion) virus, bugs, non-authorized human intervention, fraud or other causes beyond its control corrupt or affect the administration, security, fairness or proper conduct of the Promotion. In such case, Sponsor will select the winner(s) from all eligible entries received prior to and/or after (if appropriate) the action taken by Sponsor. Sponsor reserves the right, at its sole discretion, to disqualify any individual it finds, in its sole discretion, to be tampering with the entry process or the operation of the Promotion or web site. Sponsor may prohibit an entrant from participating in the Promotion or winning a prize if, in its sole discretion, it determines that said entrant is attempting to undermine the legitimate operation of the Promotion by cheating, hacking, deception, or other unfair playing practices (including the use of automated quick entry programs) or intending to annoy, abuse, threaten or harass any other entrants or Sponsor representatives.

CAUTION: ANY ATTEMPT BY AN ENTRANT TO DELIBERATELY DAMAGE ANY WEB SITE OR UNDERMINE THE LEGITIMATE OPERATION OF THE PROMOTION MAY BE A VIOLATION OF CRIMINAL AND CIVIL LAWS AND SHOULD SUCH AN ATTEMPT BE MADE, THE SPONSOR RESERVES THE RIGHT TO SEEK DAMAGES FROM ANY SUCH PERSON TO THE FULLEST EXTENT PERMITTED BY LAW.

11. Use of Data: Sponsor will be collecting personal data about entrants online, in accordance with its privacy policy. Please review the Sponsor's privacy policy at www.heineken.com. By participating in the Promotion, entrants hereby agree to Sponsor's collection and usage of their personal information and acknowledge that they have read and accepted Sponsor's privacy policy.

12. List of Winners. To obtain a list of winners, send a self-addressed, stamped envelope containing a written request by January 31, 2011 indicating the applicable portion of the Promotion to: Plug Into Summer Promotion CMS Rebate Center, Attn: Heineken Summer, HUSA 8258 WL, PO BOX 426010, Del Rio TX, 78842-6010. VT residents may omit return postage.

13. Sponsor. Heineken USA, 360 Hamilton Avenue, White Plains, NY, 10601.