Heineken Partners with F1 Movie to Promote Alcohol-Free Moderation

Heineken NV has announced a strategic partnership with Apple Original Films for the upcoming release of F1® THE MOVIE, set to premiere globally on June 25, 2025. The collaboration prominently features Heineken 0.0, the company's non-alcoholic beer, in both the film and its associated ad campaigns directed by Joseph Kosinski and starring Brad Pitt and Damson Idris. This partnership aims to promote moderation and challenge traditional views on alcohol consumption while leveraging Heineken's longstanding involvement with Formula 1® since 2016. The campaign highlights modern social choices through scenes in the film that emphasize Heineken 0.0's “When Driving, Or Not” message, aligning with evolving consumer preferences for healthier lifestyle options. Financially, Heineken’s stock rose following the announcement, reflecting optimism about the brand's enhanced visibility and market positioning, though some operational and margin challenges remain. Overall, the initiative represents a culturally relevant and authentic approach to brand promotion while supporting Heineken's broader strategy of endorsing moderation and expanding its non-alcoholic beverage segment.