Heineken Targets Formula 1 Fans With Zero-Alcohol Beer Amid Shifting Drinking Trends

Heineken is using its sponsorship of Formula 1 to drive a new strategy focused on zero-alcohol beer, aiming to align the brand with changing consumer habits and the growing demand for alcohol-free options. The company’s approach is based on recent data showing that sports fans, especially those following Formula 1, are increasingly choosing non-alcoholic beverages.

A global Nielsen study commissioned by Heineken found that 25% of sports fans are reducing their alcohol consumption or opting for alcohol-free alternatives. Among Formula 1 fans, this trend is even more pronounced, with 56% regularly choosing alcohol-free beer, compared to 43% in the general population. The study covered 11 markets and represented about 70% of the combined fanbase for Formula 1 and the UEFA Champions League.

Heineken has made responsible consumption a central part of its marketing in sports. According to the company, 62% of Formula 1 fans associate Heineken with promoting moderation, a result of the brand’s consistent placement of Heineken 0.0 at major sporting events. At the start of the 2025 Singapore Grand Prix, Agnieszka Gorecki, Heineken’s Regional Global Brands Director, said that Formula 1 is helping drive a cultural shift toward moderation, especially among Gen Z and diverse audiences in Asia-Pacific.

The company’s investment in sports sponsorships like Formula 1 and UEFA Champions League is part of a broader effort to be seen as a leader in responsible drinking. Erin Atan, Heineken’s APAC regional corporate affairs director, said that at least 10% of the company’s media spend in every market goes toward campaigns promoting responsible consumption. She emphasized that Heineken 0.0 is priced on par with regular Heineken, so consumers do not pay extra for choosing a non-alcoholic option.

The zero-alcohol beer segment is growing rapidly in Asia-Pacific. Research from GlobalData shows a 14% increase in this category from 2018 to 2023, with a sharp 55% year-on-year rise in 2023 alone. Kenneth Choo, Heineken APAC managing director, noted that Asia-Pacific is now the second-largest region globally for non-alcoholic beer. Growth is strongest in urban markets like Japan and Singapore; in Singapore, sales of zero-alcohol beer have increased more than sevenfold since 2018.

Heineken believes that zero-alcohol beer appeals to sports fans because it offers a sense of social inclusion and an “adult” beverage experience without alcohol. Kenneth Choo explained that people want to feel part of the group when socializing at events like F1 races or nights out. Holding a non-alcoholic beer allows them to participate fully without compromising on their choice to avoid alcohol.

The company’s global partnership with Formula 1 has recently been extended through 2027. This ongoing relationship will continue to provide Heineken with a platform to promote its zero-alcohol products and reinforce its message about responsible drinking to millions of fans worldwide.