Formula 1®

Formula 1® (F1) is a premier global motorsport racing organization. In the context of the beverage industry, it serves as a critical platform for occasion-expansion and master-brand-leveraging for non-alcoholic products.

heineken-nv has heavily utilized its partnership with Formula 1® to market heineken-0-0 in non-traditional, driving-adjacent contexts where traditional alcohol consumption is unsafe or illegal. According to a nielseniq study, 56% of Formula 1® fans regularly choose a non-alcoholic option, compared to just 43% of the general population. By associating the 0.0 variant with high-profile motorsports, Heineken successfully captures volume during new consumption moments, effectively circumventing direct cannibalization of its core alcoholic portfolio.