Silverstone, the revered home of British Motorsport, has announced a significant partnership with HEINEKEN.
The agreement has designated the leading brewer as its official beer and cider partner.
This collaboration is poised to transform the spectator experience at the circuit, introducing an expanded selection of premium beverages and upgraded facilities for millions of annual visitors.
Under the terms of the agreement, HEINEKEN UK has become the exclusive provider of beer and cider across Silverstone year-round. This means fans attending all events, including the prestigious Formula 1 British Grand Prix and MotoGP, will now have access to a diverse portfolio of popular brands such as Heineken®, Cruzcampo, Inch’s Cider, Old Mout Cider, and the widely consumed non-alcoholic option, Heineken 0.0%.
This strategic alliance is a cornerstone of Silverstone’s ongoing commitment to enhancing the fan experience through substantial investment in venue infrastructure and the establishment of premium service collaborations. Visitors can anticipate upgraded bars and facilities, offering a wider choice of high-quality drinks in comfortable surroundings, whether they’re trackside or socialising with friends.
Nick Read, Chief Commercial Officer at Silverstone, expressed his enthusiasm for the partnership and said, “We’re really excited to have HEINEKEN UK on board as our Official Beer and Cider Partner. It’s a great fit, and it means our fans can enjoy more choice of top-quality drinks while taking in the action. Whether sitting trackside or relaxing with friends in one of the upgraded bar facilities, this partnership will shift the fan experience up a gear and make it even better.”
Richard Campbell, Trading Director at HEINEKEN UK, added, “Silverstone is a world-class venue that shares our dedication to quality, premium experiences, and delivering unforgettable, fan-first moments. 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. Whether it’s enjoying a crisp Heineken 0.0% or unwinding with a cider trackside, our goal is simple: to create unforgettable experiences at every turn.”
A critical aspect of this collaboration is a shared dedication to sustainability. HEINEKEN UK was chosen due to its strong alignment with Silverstone’s ambitious “Shift to Zero” initiative, launched in July 2022, which targets Net-Zero Carbon emissions by 2030. HEINEKEN UK’s own “Brew A Better World” sustainability ambitions, encompassing commitments to carbon neutrality, zero waste, and positive water impact, resonated strongly with Silverstone’s responsible operating ethos.
This partnership further solidifies HEINEKEN’s prominent position in the global motorsport landscape, building upon its existing successful global partnership with Formula 1. The collaboration promises to deliver exceptional value and memorable moments for the millions of motorsport enthusiasts who visit Silverstone annually.
The announcement follows Silverstone’s recent partnership with NEFT Vodka, making the premium Austrian spirit its official vodka, further underscoring the circuit’s drive to enhance its offering across all aspects of the spectator experience.
