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Formula 1 champion Max Verstappen becomes Heineken ambassador

20 February 2023 By Eloise Feilden

Heineken has appointed Formula 1 driver Max Verstappen as its new global 0.0 ambassador, helping to champion responsible consumption.

Verstappen’s role will focus on helping to promote responsible consumption including through Heineken’s ‘When You Drive, Never Drink’ campaign, and will also take part in a new gaming initiative called Player 0.0.

Heineken has announced the new partnership less than two weeks before the launch of the 2023 season in Bahrain. Heineken has also officially announces a partnership with Oracle Red Bull Racing and Heineken 0.0 head of the start of the racing season.

Max Verstappen, current Formula 1 world champion, said of his new role: “Being from The Netherlands myself, it is something truly special to partner up with an iconic Dutch Brand like Heineken. People who know me know that I am very determined and as a driver I do not want to leave any room for error.

“That’s why I am excited to become a part of the ‘When You Drive, Never Drink’ campaign to help raise awareness for responsible consumption. And being an avid gamer and passionate Sim Racer myself, I’m thrilled to be playing a part in the new gaming initiative being developed called Player 0.0.”

Bram Westenbrink, global brand director of Heineken, called the Dutch Formula 1 star the “perfect ambassador” for Heineken 0.0. “His passion both on and off the track – in the Sim Racing community, will expand our message into the world of gaming with Player 0.0 and help in our push to encourage responsible consumption,” he said.

In other news, former Formula 1 champion Jenson Button teamed up with whisky maker George Koutsakis two years ago to create Coachbuilt, a whisky blended from five Scottish regions. The serve was launched in March 2022. Read more on Button’s move into drinks here.