The Drum Awards Festival - Official Deadline

-d -h -min -sec

Heineken Formula One (F1) Marketing

Heineken races to become official beer of the first Vietnam Grand Prix


By Shawn Lim, Reporter, Asia Pacific

December 24, 2019 | 3 min read

Heineken has signed on to become the official beer of the first Formula 1 VinFast Vietnam Grand Prix which will take place on the streets of Hanoi from April 3 to 5 2020.


Heineken will also be tasked to organise the Grand Prix’s entertainment offerings with a major concert.

Heineken will also be tasked to organise the Grand Prix’s entertainment offerings with a major concert during the race weekend headlined by a soon-to-be-announced global singer and Vietnamese artists.

“We are excited at the possibilities that this partnership opens up for Vietnamese fans. The F1 experience is always much more than a race and we will help make the Formula 1 VinFast Vietnam Grand Prix weekend the must-see event of 2020,” said Alexander Koch, the commercial director at Heineken Vietnam.

“As a Global Partner of F1, we look forward to bringing our experience of creating world-class entertainment at Grand Prixs all around the world to Vietnam. Heineken® will also use the F1 platform and Vietnam’s F1 race weekend to promote its commitment to its ‘When You Drive, Never Drink’ campaign that was launched in September 2017 to drive behavioural change around the issue of drink-driving.”

As the newest street race on the calendar, the Vietnam Grand Prix will see drivers battle it out on the Hanoi Circuit, which runs to 5607m in length and features 23 corners, making it the only circuit alongside Singapore’s Marina Bay Circuit to have as many turns.

The Drum previously spoke to Sasha Rafi, the director of advertising and marketing at Singapore GP about why the organisation wants to innovate the way it buys out-of-home media.

Heineken Formula One (F1) Marketing

Content created with:


Go Places 2.0 features 33 HEINEKEN employee stories from around the world that showcase the entrepreneurial culture upon which HEINEKEN was built. The collection...

Find out more

More from Heineken

View all


Industry insights

View all
Add your own content +