Dutch beer brand Heineken has appointed Max Verstappen as the new ambassador for its 'When You Drive Never Drink' campaign. Heineken announced this on Monday morning. Verstappen and Heineken are also introducing Player 0.0 - a game for fans, where winners get to race against the world's best drivers.

Responsible alcohol consumption

With his ambassadorship, Verstappen will promote responsible alcohol consumption. He says in a press release, "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. And being an avid gamer and passionate Sim Racer myself, I’m thrilled to be playing a part in the new gaming initiative being developed called Player 0.0.”

Two Dutch icons together ! Welcome @Max33Verstappen as our worldwide @Heineken 0.0 ambassador. #Player00 #WhenYouDriveNeverDrink
More info here https://t.co/Xqsl9hibR4 pic.twitter.com/TLiHB50FjC

— Oracle Red Bull Racing (@redbullracing) February 20, 2023

Heineken also officially announced a partnership with Red Bull Racing. The team is also supporting the beer brand's campaign. Moreover, both brands will run lifestyle campaigns on music and gaming.