Heineken® 0.0 Hits the Big Screen with F1® The Movie, Driving a New Narrative Around Moderation

Rhea-AI Summary

Heineken 0.0 has partnered with Apple Original Films' F1® THE MOVIE, set for global release on June 25, 2025, through Warner Bros. Pictures. The collaboration features a campaign directed by Joseph Kosinski, starring Brad Pitt and Damson Idris, promoting moderation in alcohol consumption. The campaign includes a spot challenging traditional assumptions about alcohol and socializing, featuring the film's characters in a scene where expectations about drinking and driving are reversed. This partnership builds on Heineken's existing relationship with Formula 1® (since 2016) and aligns with their broader strategy to normalize moderation through cultural engagement. The campaign will include exclusive content and behind-the-scenes access through Heineken channels, supporting their "When Driving, Or Not" message.

Positive

• Strategic partnership with a high-profile F1 movie strengthens Heineken's position in motorsport entertainment
• Campaign aligns with growing non-alcoholic beverage market trends
• Leverages star power of Brad Pitt and Damson Idris to enhance brand visibility
• Extends Heineken's existing Formula 1 partnership in an innovative way

Negative

• None.

 
Damson Idris, a Heineken 0.0 and the set of F1^® THE MOVIE. Who’s driving? Brad Pitt, of course.

A Media Snippet accompanying this announcement is available in this link.

AMSTERDAM, June 04, 2025 (GLOBE NEWSWIRE) -- Heineken^® 0.0 has been announced as an official partner of Apple Original Films’ F1^® THE MOVIE, a collaboration bought to life with a new campaign directed by the movie’s director/producer himself, Joseph Kosinski, and which features the film’s stars, Brad Pitt and Damson Idris.

The campaign will launch ahead of the film’s much-anticipated global release on 25 June, from Warner Bros. Pictures. With Heineken^® 0.0 also featuring directly in the film, the partnership marks the brand’s natural place in the world of FORMULA 1^®, having been a sponsor since 2016.

As F1^® experiences a cultural rise like no other, F1^® THE MOVIE is set to be the film event of the summer, and Heineken^® 0.0 is right at the heart of the action, both on and off the track.

The campaign from Heineken^® 0.0 will see the release of a spot featuring Brad Pitt and Damson Idris, created to challenge outdated assumptions around alcohol and socialising.

The content reflects how modern audiences are rethinking what “choices” looks like today. In one standout scene, we see Damson’s character, Joshua Pearce, enjoying a Heineken^® 0.0, assuming he’s about to drive, when expectations are reversed and in fact it is Brad’s character, Sonny Hayes, getting behind the wheel. Designed to echo the brand’s “When Driving, Or Not” message and delivered within the construct of the film’s characters, it supports Heineken^® 0.0’s wider approach to normalising moderation, showing that enjoying a great 0.0 beer doesn’t need a reason.

The collaboration continues Heineken^®’s commitment to showing up where culture is happening, in ways that are authentic, entertaining, and socially relevant.

In the lead-up to the film’s release, fans can expect exclusive content and behind-the-scenes access via Heineken^® channels, bringing them closer not just to F1^® THE MOVIE, but to the wider cultural conversation about moderation, inclusion, and changing social norms.

“At Heineken^®, we believe culture has the power to shape behaviour,” said Nabil Nasser, Global Head of Heineken^® Brand. “By becoming part of F1^® THE MOVIE, we’re taking the conversation around moderation into a space that’s global, influential, and emotionally engaging. This partnership isn’t just about visibility – it’s about making alcohol-free choices feel natural, accepted and relevant in the moments that matter, especially in social settings. As leaders in the 0.0 category, we’re committed to redefine what it means to choose moderation today.”

Damson Idris said: “F1^® is intense, it’s fast, it’s high-stakes, and it’s full of pressure. But that’s what makes it exciting. This short film flips the script — not just on racing, but on how we celebrate and connect. Choosing a 0.0 isn’t about holding back, it’s about deciding what works for you and owning it, whatever the moment.”

Joseph Kosinski said: “This film isn’t just about the speed and spectacle of Formula 1, it’s about the emotion and culture around it. Every detail mattered, including our partnerships. We wanted collaborators who understood the world we were building and the shift in how people connect with sport today. Their presence in the film feels authentic, and that was essential to me as a storyteller.”

The F1^® THE MOVIE partnership builds on Heineken^®’s longstanding global sponsorships including Formula 1™, the UEFA Champions League, and the US Open - all platforms to champion moderation and support more inclusive drinking choices among fans worldwide.

Further campaign and film details will be announced over the coming weeks.

Editorial information 

Please find the high-resolution campaign image HERE

Please find the TVC links HERE

Please reach out to the team, on address below, if you are interested in chatting further with our quoted stakeholders above and we can discuss opportunities.

For more information, please contact: HNKNBrand@edelman.com

About HEINEKEN:
HEINEKEN is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken^® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brewing a Better World”, sustainability is embedded in the business. 

HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Heineken N.V. and Heineken Holding N.V. shares trade on the Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY). 

Most recent information is available on HEINEKEN’s website: www.theHEINEKENcompany.com and follow us on Twitter via @HEINEKENCorp. 

About F1^® THE MOVIE:
Apple Original Films and Warner Bros. Pictures Present A Monolith Pictures / Jerry Bruckheimer / Plan B Entertainment / Dawn Apollo Films Production, A Joseph Kosinski Film, F1^® The Movie, distributed worldwide by Warner Bros. Pictures, in theaters and IMAX^® nationwide on June 27, 2025 and internationally beginning 25 June 2025.

A photo accompanying this announcement is available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/49acd865-504f-41b8-bed8-e44f9f2c8af9

FAQ

When will F1 THE MOVIE with Heineken 0.0 partnership be released?

F1 THE MOVIE will be released globally on June 25, 2025, through Warner Bros. Pictures

Who are the main stars in the Heineken 0.0 F1 movie campaign?

The campaign stars Brad Pitt and Damson Idris, with direction by Joseph Kosinski, who is also the movie's director/producer

What is the main message of Heineken's F1 movie partnership?

The partnership aims to challenge traditional assumptions about alcohol and socializing, promoting moderation through their 'When Driving, Or Not' message

How long has Heineken (HEINY) been involved with Formula 1?

Heineken has been a Formula 1 sponsor since 2016

What other major sports partnerships does Heineken have?

Heineken maintains global sponsorships with Formula 1, the UEFA Champions League, and the US Open