Heineken has launched an ambitious plan to turn around its falling sales in the USA, which will incorporate pushing its alcohol free beer, Heineken 0.0, and bringing new life Amstel Lite.

Although these changes were directed at Heineken USA during a shareholders meeting in New York City last week, its believed that much of this will be part of its worldwide campaign.

Among the plans for 2020 is a $50 million investment for Heineken 0.0. To drive trial, the company is also releasing Heineken 15-packs that include three cans of the non-alcoholic beer.

Heineken VP of marketing Borja Manso said that two-thirds of Heineken 0.0 consumers are incremental. He said the company isn’t close to finding the ceiling yet for the non-alcoholic beer, and the plans call for 10 million samples in 2020.

HUSA plans to market 0.0 during “Dry January,” when consumers supposedly swear off alcoholic beverages for a month. Additionally, Daniel Craig, who will star in the next James Bond film, No Time to Die, will also be featured in a 0.0 commercial as 007. HUSA also plans another “Bring Your Beer to Work” campaign, as well as a promotion around the U.S. Open in September and a promotion celebrating first responders in October.

Among the priorities for 2020 is reviving Amstel Light, which the company admitted hasn’t received enough love in the past and became “stale.”

“We got what we deserved,” said Heineken.

Part of the renewed focus on Amstel Light includes a multiyear sponsorship deal with professional golfer Phil Mickelson that will play out across the brand’s and the athlete’s social channels, as well as on- and off-premise activations.