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April 28, 2021updated 28 Jun 2021 5:41pm

Heineken brings F1 pit wall to consumers with new competition – video

Heineken is running a worldwide marketing activation for its namesake beer brand that offers consumers the chance to win a customised Formula One-themed bar.

By Michelle Russell

Heineken is running a worldwide marketing activation for its namesake beer brand that offers consumers the chance to win a customised Formula One-themed bar.

Until 9 May, consumers in 24 markets can enter a draw via the lager’s official website to win the bar, which is based on the pit wall used by the Red Bull Honda racing team and features a built-in draught tap. The first prize also includes two kegs of Heineken 0.0, glassware and other merchandise.

The markets comprise Austria, Brazil, Bulgaria, Canada, Croatia, Finland, Germany, Greece, Hungary, Italy, Malaysia, Mexico, The Netherlands, New Zealand, Poland, Portugal, Romania, Serbia, Singapore, South Africa, Spain, Switzerland, the UK and the US.

The activation is the latest in the Dutch brewer’s global sponsorship deal with F1, which kicked off in the 2017 season.

Heineken is not the only brewer to use F1 as a stage to promote its non-alcoholic offerings. In February, Asahi Group aligned its Peroni Libre 0.0% brand with the Aston Martin racing team for the 2021 season.

As we start to see the light, how can brewers help the on-premise? – click here for a just-drinks comment

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