In a surprising move for January 2026, Transport for London (TfL) has announced a temporary rebrand of the iconic Bakerloo line, partnering with alcohol-free beer brand Heineken 0.0. For a limited two-week period this month, the line will be known as the 'Bakerl0.0', marking a first-of-its-kind advertising campaign for the capital's transport network.
A Temporary Tube Transformation
The central London tube line will undergo its quirky name change for a fortnight in January as part of a promotional deal with Heineken. In an unprecedented step, TfL will also be distributing complimentary cans of Heineken 0.0 to commuters. Notably, the transport authority is making a specific exception to its long-standing 'no drinking on the tube' rule, which was introduced in 2008. However, this exemption applies solely to the designated alcohol-free beer; it is not a general repeal of the ban.
New Branding and a Social Experiment
This campaign represents a novel approach for TfL advertising, featuring branded roundels for the very first time. Travellers will not only see the Bakerloo line referred to as 'Bakerl0.0' but will also encounter similarly altered station names like 'Oxf0.0rd Circus' and 'Waterl0.0' on signage across the network during the activation period.
Beyond mere branding, TfL and Heineken suggest the initiative has a social purpose. By handing out drinks, they aim to encourage interaction among passengers, challenging the common commuter behaviour of isolating with headphones or phones. This follows research indicating that 63% of Londoners would be 'very unlikely' to start a conversation on the Underground, with many resorting to tactics like pretending to sleep (16%) or wearing sunglasses (14%) to avoid engagement. Conversely, the study found nearly half felt happier after a chat with a fellow passenger, and nearly a quarter had made a new friend on the tube.
How to Claim Your Free Drink
For those wishing to partake, free cans of Heineken 0.0 will be available from a specially designed, TfL roundel-shaped fridge at Waterloo Station on January 15 and 16, 2026. In addition to the alcohol-free beer, commuters can also collect limited edition Heineken 0.0 x TfL Oyster Card holders. The campaign underscores a growing trend for alcohol-free alternatives and innovative advertising partnerships on London's public transport system.
