Heineken has assumed “official beer and cider” status at the UK’s Silverstone circuit, the home of the British Grand Prix.
The tie-up will see Heineken become the exclusive provider of both beer and cider to the sports venue, which will host the Formula 1 Grand Prix from 4 to 6 July. Spectators will be able to buy brands including Heineken, Cruzcampo, Inch’s Cider, Old Mout Cider and Heineken 0.0 “year-round”.
“Silverstone is a world-class venue that shares our dedication to quality, premium experiences, and delivering unforgettable, fan-first moments,” said Heineken UK’s trading director, Richard Campbell. “We’re proud to bring our portfolio to such an iconic stage and we’re excited to elevate the fan experience even further through this partnership.”
The UK division of Heineken has been busy in the last month, purchasing an unspecified size minority stake in the Tenzing “natural” energy drinks brand at the end of April and one week later, confirming plans to inject GBP40m (US$53.3m) into its Star Pubs business unit in the country.
The division also launched updated packaging for Foster’s, covering the brand’s lager and shandy variants.
