Heineken® 0.0 x F1 2024

• HEINEKEN, having returned to Formula 1 for the ninth consecutive year, is set to elevate the conversation around responsible consumption and sober driving.
• Triple Formula 1 world champion Max Verstappen is Heineken’s 0.0 ambassador and a highly anticipated competitor in Player 0.0, a racing simulation video game.
• Partnering with Verstappen, HEINEKEN is combining the excitement of Formula 1 with its commitment to promoting responsible drinking through its “Always a Choice” and “When You Drive, Never Drink” initiatives.

HEINEKEN, marking its ninth year as an official Formula 1 partner, is bringing together the world of racing with its commitment to responsible drinking, as part of its “Always a Choice” and “When You Drive, Never Drink” campaigns.

Since first partnering with F1 in 2016, HEINEKEN is committed to leading real change around attitudes towards drinking and driving. The primary product focus for the partnership is the world’s most popular zero-alcohol beer, Heineken 0.0. With Heineken 0.0, consumers are offered a choice and enabled to be part of the social occasion, even when they’re driving.

After the kick-off in the Netherlands with Max Verstappen, marking HEINEKEN’s fourth year at the Dutch Grand Prix, later this year, F1 enthusiasts will have increased options for responsible alcohol consumption at the upcoming races in Mexico (featuring Heineken 0.0), Brazil (offering Sol 0.0), and Las Vegas (with Heineken Silver).

HEINEKEN has been a pioneer in promoting responsible alcohol consumption for years and allocates at least 10% of its marketing budget to reinforce this message. As a result, besides Formula 1, HEINEKEN proudly sponsors other iconic global sport events, including the UEFA Champions League, the US Open, the Super Bowl, and the Summer Olympics and Paralympics.

Driving the message of responsible drinking with Max Verstappen

During the Zandvoort race, triple Formula 1 world champion Max Verstappen started the second edition of the Heineken Player 0.0 competition. Launched last year and won by an amateur racer who defeated Max Verstappen, this exciting gaming initiative highlights HEINEKEN’s global commitment to responsible consumption, as part of its “When You Drive, Never Drink” campaign. As Verstappen himself puts it, “The best driver is the one who doesn’t drink, unless it’s 0.0.”

I am proud to be a Heineken 0.0 ambassador to promote responsible alcohol consumption among motorsport fans around the world. The Player 0.0 competition is part of this and I hope that everyone not only enjoys playing the game, but more importantly thinks about the important message behind it. - Max Verstappen, Heineken 0.0 Global Brand Ambassador

Enjoy more by doing less

In an era where health and well-being are becoming increasingly central, the future of socializing is undergoing a shift. Younger consumers are leading the rise of non-alcoholic beers and transforming the social drinking landscape. Recent research shows that 48% of Gen Z alcohol consumers would consider trying a non-alcoholic beer, compared to 21% of alcohol consumers aged 45 and older.

Heineken® remains at the forefront of embracing this shift, ensuring that moderation is not only accessible and enjoyable, but also aspirational. It is this ethos and focus that fuels Heineken®’s ’Always a Choice’ and ’When You Drive, Never Drink’ campaigns. - Alison Payne, Director Zero Alcoholic Beverages HEINEKEN