With a space of 30 thousand and the expectation of receiving 30 thousand people, the brand will feature zip lines, DJs and other experiences
Heineken will take the Heineken Village to the Formula 1 São Paulo GP over the three days of the competition, which takes place on the 3rd, 4th and 5th of November.
Created in partnership with the organization of the F1 Grand Prix So Paulo and Red Door Agency, it will bring together experiences for the public, zip lines, DJs, in addition to having a 30-meter view of the track and around 70% of the circuit .
This year, Heineken Village will provide Heineken 0.0 draft beer, in addition to the regular one. In addition, there will be food and shade areas and a grandstand that guarantees a wide view of the cars passing through the track.
With the expectation of receiving more than 30 thousand people over the three days, the brand will have two spaces, Gramado and Estrela, totaling 30 thousand square meters dedicated to the activation.
“Heineken Village was created with the aim of presenting an immersive space with music festival energy within the racetrack during the race, providing emotion, experiences and moments for our consumers, combining the passion for motorsport with music and celebration. We were very pleased “We are happy to bring the experience back to Interlagos. As a brand that promotes culture and entertainment, for us, it is essential to invest in initiatives like Village”, said Igor de Castro Oliveira, senior marketing manager for the Heineken 0.0 brand in Brazil.
Furthermore, as part of sustainability initiatives, Heineken will operate Meu Copo Eco Heineken in the Village and Arquibancada M. In the Village, the consumer will collect the beer with the glass directly at the bar and, to consume a new beer, It will be necessary to hand over the used glass so the drink can be served in a clean glass.
In the stands, the cups will be distributed via deposit, where the consumer buys the cup for R$5.00 and can refund the amount at the end of the event. In both formats, the returned cups will be sanitized and returned to the branded events chain.
In the green energy pillar, the brand will have a mini plant that will be located within the Village, and will complement the energy generated by the plant used in 2022, left as a legacy for the Interlagos Circuit in 2022. The new plant will have around 48 modules of 550W, with a forecast generation of 101.5 kWh/day, and the plant installed in 2022 consists of 180 modules and has generated around 51,850 kWh to date.