Max Verstappen is the new brand ambassador for Heineken.
It may seem a bizarre tie-up at first glance, but on closer inspection the agreement reached between Heineken and Max Verstappen looks like a marketing masterstroke, and not just because the drinks giant has chosen a fellow Dutch institution to promote its brand.
The appointment by Heineken of the Formula One racing driver as a global 0.0 ambassador involves a focus on the firm’s ‘When You Drive, Never Drink’ campaign, and comes just two weeks before the new Formula One season starts with the Bahrain Grand Prix, the focus of attention being on Verstappen as he starts his defence of his world driving championship.
Part of the 25-year-old’s role will see him talk of responsible consumption, with Heineken labelling him the “perfect ambassador” and the driving great saying: “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.”
